Search Engine Optimization has been a trendy topic over the past several years, and while it has certainly proven to be very effective, some ‘experts’ can often get out of hand with the details.  Google & Co’s algorithms for crawling websites and providing search results are  constantly evolving,  which can explain the need for SEO experts to adapt their methods to a constantly changing field.

However, there are several basic SEO techniques which are proven and haven’t changed much at all.  It is important to always keep the SEO basics in mind, and not get too caught up in the details.  I’ll start with three of the most important things to keep on the top of the list when implementing an SEO friendly site:  Title Tags, Page Copy and Content.

Title Tags

Title Tags are definitively one of the most important single elements in a website’s SEO structure.  These are the integral keywords that appear on the top of each search result listing.  It is important to keep title tags simple, descriptive, and to-the-point (under 68 characters).

For example, if you run a San Francisco catering and event planning service:  San Francisco Catering and Event Planning | Caterati

Of course, there are other factors to take into account, such as keyword traffic and page copy relevance.   Otherwise, fairly simple and straightforward.

Page Copy and Headers

It is important that your page copy and header tags (H1, H2, etc.) mesh with the general topic your site covers.   If you have a website about puppies, the pages should generally be about puppies, from different types, to how to train them, etc. Makes sense, doesn’t it? There are a surprising number of sites out there that don’t follow this simple rule though, whether it be covering too wide a breadth of topics or simply not staying on topic.

The target keywords on each page should be inserted deliberately but discreetly within the copy.  This means the keywords should go unnoticed (from the rest of the copy) to your average human reader.  Try testing this: have a friend read a page without ‘keyword pretense’ and see if they notice if something is ‘off.’

Fresh Content

Providing ongoing fresh, keyword relevant and interesting content for your website is probably the most important thing you can do to give it a boost in search rankings.  This isn’t about ‘tricking’ Google or any other sort of work-around:  it is simply about keeping a regular schedule to publish your fresh, on-site content.

We often recommend installing a hosted WordPress blog as a forum for publishing your fresh content.  WordPress can do wonders with SEO.  Even if you don’t have anything to write about, just write and see what comes out.  If possible, throw in some of your relevant topics / keywords in a discreet,  ‘non-spammy’ way.