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Penalised for good? Just try emailing a search engine with a complaint! They
receive so many of these, they generally do not respond to individual cases.
Effective search engine positioning involves the following :
Key word selection
Careful research to ensure key words and phrases are selected to give you the biggest return
by attracting a high number of searches
Competition assessment
Not just of your traditional competitors, but also those who have successful websites and may have ideas that can be used
Relevant content
Construction of content that reinforces your chosen keywords on specific pages and generally throughout the site
Clear navigation
Ensuring that the internal navigation of your website is suitable for search engines, and building extra links or pages if required
Page structure
Making sure that all your website pages, and the elements within them, are consistent with the way that search engines read and index documents
External links to other websites
Attracting inbound links from other related sites to reinforce your keywords and the visibility of your website on the Internet
Submission to search engines, directories and databases
Selective submission of your website to the main search engines, directories and databases to ensure it is listed where necessary
Search engine positioning reports
Monthly reports, measuring the progress of your website rankings in the search engines. This can also include inspection of your web server logs and further competitor analysis to find more search terms which can be used to drive traffic to your website
Maintenance of search engine optimisation
Constant review and modification of the above in response to evolving search engine rules, competitor
activity, and development of your business, to keep your website positioning high
While this process is best conducted during the initial design of a new website, it can be applied with great effectiveness to existing sites.
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