Search Engine Optimization is the implementation of a set of structured techniques, the end result of which (in the long run) will be higher search engine rankings. Higher rankings from search engines will drive up the quantum of visitor traffic to a target website (possibly leading to higher conversion rates and sales numbers).
There are a number of different search engine optimization techniques available which can be implemented for a clients target website:
- On-Page Optimization techniques involve direct changes to the design and build structure of the target website. They include changes to the page title, use of Meta tags like Meta description, use of “ALT” tags for images etc.
- Off-Page Optimization techniques include steps like article submission, blog writing, press release writing, guest blog posting, and social bookmarking etc. all of which involve the usage of the finalized key words designated for that website.
Frequent SEO audits are an integral part of a long term SEO strategy. The purpose of a typical SEO audit is to red flag any issues which may be detrimental towards the achievement of a higher search engine ranking.
One of the major focus points of a SEO Audit is Site Infrastructure.
When it comes to Site Infrastructure, the following elements become very important in terms of a SEO Audit:
- Page Inclusion Statistics: This metric lists out the total number of web pages being crawled and indexed by a search engine crawler.
If the number of web pages being crawled and indexed is a very low count, then there is an inherent problem which needs to be resolved.
- txt File: The content within this file indicates to search engine crawlers pertinent sections of a website which should not be crawled and indexed. However in many real world engagements, there have been cases where the robots.txt file was used during the developmental phase of a website (for keeping out the search crawlers) but the file has not been updated at the time of go-live (indicating to search engine crawlers that it is now ok to crawl and index the web pages).
- Redirect Server Syntax: Search Engine Crawlers need to be provided with correctly coded syntaxes. Examples of these would be a 301 and a 302 redirect.
A 301 is a permanent redirect while a 302 is a temporary redirect which will signal to the search engine crawler that the redirect is short term and that the crawler can visit the web page again.
- Provision of Sitemaps: The existence of a XML Sitemap makes it very easy for search engine crawlers to locate the main components of a website. As a result, the crawling and indexing process is faster and much more efficient. The provisioning of a HTML sitemap makes it easier for online visitors to coalesce and navigate through multiple web pages.
5. URL Design Structure: A properly formatted URL should ideally contain the keywords and as much descriptive content as possible. Numbers and codes should never form a part of the URL string as this makes it difficult to decipher what the web page is all about (applies to both search engine crawlers and humans).
If you are interested in SEO Company Manchester, please feel free to get in touch with Lyseis Marketing Limited. Our team of SEO experts work with clients in and around the Greater Manchester Area(United Kingdom), to improve the digital footprint of their websites.
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