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SEO optimisation

Search Engine Optimisation is a form of Search Engine Marketing (SEM) which allows you to connect your brand/ product/service with search engine users searching for it.

Search Engine Optimisation (SEO) allows your site listing to be seen by users. The search results are displayed in a sequence according to relevance of match between the keyword phrase typed into the search engine and the web pages, according to the ranking process used by the search engine

Meta tags should always be optimised for the individual pages of a site. Meta tags are lines of code on all web pages which feed information into Google about the page name and what it’s about therefore these should be individual and unique.

As a rule of thumb, meta tags should stick to the following lengths:
• Title Tag – 70 characters
• Description tag – 150 characters

Other lingo
Anchor text links
Anchor text links are keyword hyperlinks that click through to a relevant page that contains relevant content.

Meta Tags: Headings
Ensure you create proper page and section headings. Use your website content management system to set a range of ‘Heading’ options i.e. H1, H2 etc. which can be used to break up content.

ALT tags
Google cannot read or see images, therefore, it is important that you include descriptive text about the image when uploading.

SEO practices to avoid
Manipulative SEO practices can cost your website to lose rankings, traffic and business. Some of the practices which can have a direct negative impact on your site include:
• Low Quality and Paid Links
• Keyword Stuffing
• Meta tag/descriptions stuffing
• Duplicate Content

For more information on Search Engine Optimisation download our SEO Basics for beginner’s toolkit.