Search Engine Optimization (SEO) is a broad term that refers to the idea of engineering a web page to rank higher
on search engines, such as Google, for a given keyword. A common question that companies raise is how do I get my website higher on Google for an important keyword. Unfortunately, there is no short answer or quick fix.

Many factors contribute to a web page’s ranking on Google for keyword. Link popularity is important. Are there any websites linking to your site? If not, Google would argue your web page is not that valuable to the Internet community. See our web page on link building for more information on this topic.

There are couple key elements of your web page that you can adjust to hopefully improve your search rankings for a given keyword.

  • Title Tags
  • Ratio of Text to Graphics

Title Tags

Title tags appear at the very top left of a web browser. Google and other search engines place more importance on title tags than meta keyword tags or meta description tags. A best practice is to place your keyphrase in the title tag of the page you are trying to optimize.

Title tags should be different for each web page on your site. That is because each page on your web site represents a doorway into your business for potential customers. Content varies on each of your pages so your title tags should vary as well. By selecting good keywords (see our article on Keyword Research) you can potentially appear on the first page of Google for several of your relevant keywords. A common mistake that you see in websites is either missing title tags or generic title tags, such as “Home” “Contact” or “About Us” which add little value in terms of helping your web site pages correlate to specific relevant keywords.

Ratio of Text to Graphics

Besides title tags, another low-hanging SEO fruit is improving the text to graphics ratio on your web pages. A common mistake made by web site designers is producing a website that relies too much on fancy graphics and flash. The site may look pretty, but it will be nowhere to be found on search engines because Google and search engines cannot read text in an image or flash component. In other words, your company slogan which looks so nice on your website is invisible to Google if it is displayed as a graphic as opposed to standard text. One way to review your website as Google and other search engines see it is to view the Cached, Text-Only version of your web page on Google. You may be surprised how little text is actually on your web page. Remember if your keyword is not displayed as text on your site, you should not be surprised if search engines do not list that page in the search results.

One way to add more text and keywords to your site is to convert some of the images on your site to text. In many cases, the look of the site will not change too much. In short, images with keyword-rich text should be converted to a standard font such Arial, Verdana, Times New Roman, or Georgia. Not only will your web page be more search engine friendly, but it will also load faster. Developing a search engine friendly website is an art. Your website does not have to look boring or plain to be search engine friendly with high ratio of text to graphics. By enlisting the help of a professional web consultant, such as Websults, you can be one step closer to a search engine friendly website that generates results for your organization.


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