Search engine optimisation is probably the most talked about subject amongst website owners and anyone involved in internet marketing. Optimisation is a vast subject and with the ever-changing search engine algorithms things are never stable where SEO is concerned.

Many of the optimisation factors are not within the control of the website owner or the optimising company being used by the website owner. At the same time there are quite a few factors within your optimisation efforts that you can control. Looking at the vital factors under your control and correcting them will be a huge boost to your SEO efforts.

Site content

A website cannot exist without content, but the content has to offer your site visitors value and at the same time incorporate your chosen keywords to draw the attention of the SE spiders. Content cannot simply be slapped onto your web pages to get content and have keywords. Your site visitors want relevant information that is presented in well-written format that they find interesting. You control your site content and the quality of it, so use each new addition of site content as an opportunity for SEO and to appeal to your site visitors.

Ways to enhance visitor experience

How your site visitors navigate your website will determine the quality of their experience on your website. The speed with which visitors reach the information they want, is a huge factor of whether they will come visit your website again or not. Your site navigation and your internal linking is highly important for the SE spiders as well.

How you interlink your web pages will determine if the search engines can navigate, crawl and index your web pages. Link structure has to be done wisely; otherwise there can be confusion for the search engine spiders favouring secondary pages instead of the significant ones. The importance of a user-friendly navigation system cannot be stressed enough.

Critically important title tags

If one element on a webpage must be chosen as the most important, it would be the title tags. A fully optimised title tag has enormous ranking value, so do not kick part of your SEO efforts out the door by simply doing a copy and paste of the same title on numerous web pages. Each different title tag is an opportunity for keyword optimisation.

Pages that are duplicated

Web pages with different URLs but with the same content can see you lose ranking as duplicate content is a huge issue for the search engines. Websites that have a huge product variety that can be classified under more than one category face the duplicate page problem. This means that a product page will be accessible in several ways with different URLs. This leads to the SE spiders seeing it as duplicate pages. That leads to pages not being indexed or only one page that is often the wrong one, being indexed. If your website faces this problem it can be easily resolved by using a robots.txt file.

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