Search Engine Optimisation is made up of two clear areas of focus, namely On Page and Off Page.
On Page refers to the work carried out on the website pages to create the foundation by which the off page marketing will be built.
Any on page work should be carried out once the keyword list has been agreed. It is the keywords that dictate what is done on the website in terms of code, content, URL, navigation and so on. The keywords themselves should be chosen once the business goals and objectives have been discussed and agreed. This will normally be viewed on a rolling 12 month basis.
Once agreed, the technical changes can then be made to the site ensuring that target keywords are added into the website code in the appropriate way. Title, Header and Image tags all play a major part in directing search engine spiders through your website and indexing your content so that you are listed against your target key phrases.
It is noteworthy that writing content to attract your target customer naturally is a good test of how relevant search engines will find you to be against your target phrases.
The URL structure, navigation and internal links will also need to be optimised against that target keyword list but may require some creative thought as well as technical assistance. But once all these areas are reviewed and updated, your website will be ready for marketing via off page optimisation, which will be explained in a future SEO Top Tip.
For short-term gains, when you review which keywords to target, make sure that you bear in mind that you want to attract as many visitors as possible from terms that are particularly relevant to your business and where the search landscape is not saturated by the competition. Generic terms that attract larger search numbers can be targeted over a medium to long term period.