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Search Engine Optimisation
More than half of web users now use search engines to find websites. But how do they find your site? And once they get to your site, how do you ensure they find what they're looking for? If you've got a commercial site, how do you encourage them to sign up and/or purchase something?
Over the years, from our experience in designing and building websites, we have developed the five stages of our MetaRank search engine programme.
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First we review the website to understand its purpose and objectives, who it is trying to target, and the impression visitors should be left with. If a website already has good structure and well written content, then we consider the next MetaRank stage, optimisation. Often though we find that the site is out of date, or the client would like a fresh design or additional functionality - in which case it becomes a full Base development project.
Once we know the objectives of a website, we can recommend and make changes to optimise a website for search engines. This may only need a light touch, with a heading or title changed here or there. On occasion a page will need to be rewritten, keeping the message the same, but presenting it in a way visitors and search engines will find easier to use.
Once a site is optimised, it is time to announce it to the world. For this we submit the site to search engines, then they will come and index the site at some point in the next few weeks. We remind them that the site is still there every two weeks. We can also advise on paying for online advertising.
To get or keep a high ranking you need to be aware of any changes to your ranking, and alter your website accordingly. Every two weeks we provide an email search engine ranking report, detailing a site's position in the 40 largest search engines in the world under the agreed key phrases.
For the ultimate service, we enter websites into our MetaRank:POOL, which encourages appropriate cross-linking between sites. As the number of links between sites increase, the ranking in search engines should also improve. Our POOL service is constantly updated, ensuring that it keeps up-to-date with the latest in search engine indexing methods. We even build a separate POOL site to help build reciprocal links between sites.
How do people search on the web?
There are several ways to find information on the web:
Most straight-forward: type a phrase and click, get a ranked list and click yoru choice.
and Ask Jeeves
The 'one-stop shop' approach; offering links to every topic they can think of.
Editors organise and describe websites in structured categories, so you can search or browse.