Faith Evans, Head of Website Production at BT Business, explains how search engine optimisation can get you to the top of Google.

Do your research

Find out what your customers are searching for.

Not everyone uses Google!
• In niche markets and non-English speaking countries there are other popular search engines
• Do your research and find out which search engine your customers use and why.

Keyword Use in Title Tag

Placing the targeted search term or phrase in the title tag of the web page’s HTML header.

Good titles help everyone. They help the search engine categorise your site, they help the searcher know what to expect from your page, thus helping to increase CTR (Click-Through Rate) and they get better SERPS (Search Engine Ranking Positions).

Link Popularity

Within the Site’s Internal Link Structure – Refers to the number and importance of internal links pointing to the target page.

A good linking structure makes certain that important pages get enough emphasis in the same way good navigation structure on the web page helps visitors get around your site slickly.

Global Link Popularity of Site

The overall link weight/authority as measured by links from any and all sites across the web.

Encourage people to link to your site by becoming an authority on your subject. In short, make a great website.

Anchor Text of Inbound Link

These pieces affect Google’s weighting of links from external websites pointing to a page.