Before embarking on a Search Engine Optimisation (SEO) campaign, you must first do a lot of research, most especially on your use of keywords and key phrases. Keywords and key phrases are important because those are what will lead potential customers to your website through a search engine. To help you in your research, you can use the Google Keyword Search Tool and other similar software.
You will then do some research on your competitors, particularly those that appear in the first page of search results for your site's chosen keywords. You should take notice of your competitors' PageRanks, indexed pages, sitemaps, and other data points. A good tool that you can use for gathering this kind information is SEO Quake.
After having done the necessary research, it's time to do some in-page optimizations.
When optimizing your pages, always remember to provide content of the highest quality. Provide content that will keep people interested, solve their problems, make them want to share your pages to their friends, and make them want to keep coming back to your website. Simply put, provide content that you yourself would like to consume and to share.
It is also important to work on things "under the hood". Make sure to fill-in all your meta elements such as your description and keyword tags. Also provide meaningful alternate text to your images and make sure to use a proper headings hierarchy. These things will give search engine useful information as they score your website's relevance to the keywords that you chose.
Apart from in-page optimizations, another step that you should take in your SEO campaign is link-building. Search engines like Google take note of the websites that have back links to yours; the more of those links your site has from reputable websites, the more favourable the search engines are going to look at your website.
Linking-out to other websites that talk about the same subject as yours can also be helpful. But remember that linking to websites that have a better PageRank than your website is most helpful.
Finally, your SEO campaign should have a phase that is dedicated to website promotion. This is when you use social media and email to entice people to visit your website. Write an article, post it on your blog, and tell people about it on Twitter and on Facebook. Send the article as an email to your friends and hope that they will forward it to their friends, and so on.
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