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Web Site Marketing : Web Site Optimisation
As a first step to any online marketing campaign it is vital to ensure that your site has been made as Search Engine
friendly as possible.
The majority of the most popular Search Engines (such as
Google and
Altavista ) index your site automatically, and so it is vital to ensure that your web site has been properly optimised. Without proper optimisation techniques conducted on web sites, they fail to gain the high ranked listings they often deserve.
So how exactly do Search Engines work, and how can I get them working for me?
Search Engines send out 'spiders' (automatic information gathering programmes) to visit hundreds and thousands of new web pages every hour. These spiders do not view web pages as we do - they are not interested in look, colour, style or effects. They are purely interested in textual information. If a spider can find good, relevant keywords and descriptions within your web pages, you will find that your site will ultimately rank highly in the Search Engine's listings.
What does 21st Century do to make this happen?
We conduct an investigation into your web site's content, layout and textual strengths. The most vital aspects to this are to ensure:
1) That each page of the web site has a unique title that, in addition to describing the page's contents, contains as many relevant keywords as possible.
2) That every page of the site contains hidden codes called Meta tags . These tags contain a condensed summary of the contents of the page or pages to which they are attached, and often include a number of relevant keywords, a description of the page or site, and other pieces of relevant data. This is what the 'spiders' see and index, and so it is crucial that your pages contain well chosen and well placed keywords and descriptions.
3) That every image on your site is accompanied with an 'alt' tag (often overlooked). The alt tag can be applied to any image, and this is also indexed by several search engines for relevancy.
4) That the actual visible text of the page contains relevant keywords interspersed throughout the text. These, in combination with the above are all examined by the spiders, and the combined results can significantly add (or detract) from your subsequent ranking.
5) That all images have been optimised for speed . Long downloads and slow pages will cost you visitors, so it is vital to ensure that each page of your site downloads as quickly as possible.
6) Lack of frames - Many Search Engine spiders cannot successfully navigate their way around a framed site, and may therefore not be able to index your pages at all - in which case your ranking in Search Engines will be seriously affected. It is better to avoid using frames altogether but in some cases where frames are vital, introducing Meta tags and other information within a no frames tag may go some way to improving your ranking.
These and many other aspects of your site are all considered in depth during our evaluation and are implemented by us in the final stages. Our Web Site Optimisation service ensures that your site is ready for an effective online marketing campaign to begin.
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