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Professional .NET Web Development in Cheshire

Creating Good Content

The best way for your website to achieve a high position in search engines is to write clear, well-structured, relevant and interesting content that people want to read and recommend to others.

There are many SEO techniques that can be employed to try to influence the rankings. Some of these techniques are designed to assist the search engines by providing helpful information about the content of the page and how best to index it, while others attempt to manipulate the rankings by giving false or misleading information.

Ultimately the search engines are always trying to find the very best content for the people who use their services. Google in particular is renowned for regularly changing its search algorithm to try and stay one step ahead of those who abuse SEO to manipulate the rankings in their favour. We would always recommend that you focus on the content first, and then work within the rules to help the search engines index it.

There is little point in trying to get a high search engine position for your website if your content is poorly written, obsolete or boring, because very few people will want to read it anyway.

Good English

Write clearly and concisely, check it, spell-check it, get someone else to proof-read it, and then re-read it yourself after a couple of days. Always correct errors as soon as you see them. Bad English conveys an unprofessional image of your company and may discourage customers from even contacting you. Be pedantic with grammar and punctuation - its easy to annoy people if you dont use apostrophe's correctly!

Regular Updates

Make sure you regularly review the content of your website, and keep it up to date and relevant. Provide news stories, case studies, and editorial comment on developments in your sector. Add new pages to your site frequently, and update or remove any that are obsolete.

This will reassure both visitors and search engines that your site is topical and relevant, and is likely to result in much higher search engine rankings. More importantly, it will encourage visitors to return to your site more often, and recommend it to others.

Page Structure

Structure your page using the correct HTML elements such as hierarchical headings and subheadings (<h1>, <h2>, ...), paragraphs (<p>) and bulleted lists (<ul>). This helps the search engines to identify the different sections of your page, and makes the content much more accessible.

Using the correct HTML elements means your website will render better across a wide range of browsers and mobile devices. It also helps to give a consistent look and feel across your site which can be easily updated when you want to change the design of your site without updating every page of content.

You can check the validity of the HTML on any web page using the W3C Markup Validator.

Heading and Link Text

Search engines will normally assume that text in heading elements (<h1>, <h2>, ...) is more important than other text on the page, and therefore more likely to contain key search words.

Similarly, the text you click on for any links should be a keyword-rich summary of what you are linking to. These are considered by search engines to be a "vote in favour" of the page you are linking to, for the text that you use in the link. A good link would encourage those who are interested in a powerful content management system. A bad link might tell people who wanted a powerful content management system to click here.

Multimedia Content

Flash, video, and image content is much harder for search engines to index than text. Use these types of content only to enhance your page, and make sure any key messages appear in the page text as well.

Things to Avoid

Broken links are an indication that your website is poorly maintained, and will annoy visitors as well as affecting search results.

Excessive advertising and links to external sites can devalue your site in the eyes of a search engine. Keep these to a minimum on the pages that you want to appear highest in search results.

Anything that is designed to manipulate search engine results without providing any added value for the visitor is likely to diminish your search engine rankings, or even cause your page or website to be excluded from the search results. In particular you should avoid:

  • Lists containing multiple links to the same page with different link text.
  • Long lists of key search words, such as all the towns in your county.
  • Using hidden or tiny text designed only for search engines to see.