How To Take Web Page Optimisation From Concept To Reality

Posted on June 1, 2014 by Nikhil P Naik

When harnessed properly, the web is an overwhelmingly powerful tool for businesses of all kinds. An unrivalled platform, the internet gives businesses a stage viewable by literally billions of people. Not that many years ago, the marketing world was drooling at the prospect of television, but the internet has truly brought us into another era.

Creating a web presence is all very well, but if your content is hidden away in the dark and dank corners of the internet, you’re unlikely to have billions of visitors fighting to access your page. The effective online marketing mantra is simple: create good content and put it where people can see it.


While some visitors will know your company and will head directly to your home page, the vast majority of internet traffic tends to come from elsewhere. Search engines are an incredibly powerful tool which businesses must recognise in order to make any real penetration into the online market.

Here, we take a closer look at the basics of web optimisation and a number of things which your business can do to open a window to the world.

Step One: Knowing What People Are Looking For

If you want the search engines to point prospective customers in the direction of your site, you need to know what these prospective customers are looking for. While you might be lucky enough from time to time for somebody to be searching for your precise company name, more often than not you can expect them to be filing a far more general search.

The words which people use when they’re trying to track something down through a search engine are known as ‘keywords’. The most successful online companies are those which are able to recognise the keywords their potential customers are using, and to employ them in their web optimisation techniques.

 Step Two: Optimising Your Home Page 

Almost everything you do online can have an impact on the optimisation of your web presence, but it’s your home page which packs the biggest punch. In addition to having a beautiful and fully functional home page, it’s important for you to ensure that it’s been designed with optimisation in mind.

Your on-page seo techniques will tie in with those you employ in the content you place elsewhere, making use of your keyword research. The optimised content you create for your website has to be created more carefully than anything else, however. While it’s essential that you meet certain criteria if the search engines are to view your home page in the right way, you mustn’t allow this to compromise the integrity of your homepage in any respect.

When visitors land on your home page, they don’t want to be confronted with an environment which is bloated with content, all of which has been created for the sole purpose of SEO. Yes, it’s important to attract visitors to your site, but it’s equally important to keep them there and to encourage them to return in the future.

Step Three: Off-site Content 

The importance of keywords continues through into the content which you create to go elsewhere on the web. The creation of high quality content to be placed around the web will not only allow you to reach out to a larger audience, but it will also help search engines to recognise your brand.

Just because this content isn’t to be placed on your own site doesn’t mean that its quality is of no importance. The high quality of your content will encourage readers to engage on a deeper level, and will increase the likelihood of them following links themselves. In addition, the algorithms used by search engines are always evolving to ensure that the keywords it picks up are embedded in high quality, meaningful content, rather than generic spam posts.

Step Four: Stay On Your Toes

As this Guardian piece on SEO makes clear, web optimisation is not simply a one-time task which businesses can take care of in one fell swoop, never considering again. Not only do the algorithms employed by search engines change on a frequent basis, but they are always on the lookout for up-to-date content.

When you enter a search term, you can expect to receive different results today than you might have done if you entered that same term three years ago, and for good reason. Search engines are smart enough to pick up on lively and relevant content and it’s your job to continue to produce it.

Not only should you be staying on top of the criteria set by the latest algorithms, but you should be constantly on the lookout for opportunities to create new, fresh and meaningful content which can help improve the prominence of your brand online. The most effective content is that which is relevant not only to search engine rankings, but to readers all over the web as well.

Author Bio: Amy Simone is tech savy blogger. She has written many articles for Web Presence. She is specialized in internet marketing and social media tactics.

About Nikhil P Naik

Nikhil Naik has a Master's Degree in Information Systems, and is currently working as a Software Engineer at Microsoft. He also loves playing cricket, listening to music, and traveling. Twitter Handle - @buzz_nikhil.

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