So what do you do?
- Be consistent with your keywords: Irrespective of where the keyword appears, in the URL, the content or description, you need to see that it’s consistent with every other instance. This makes it more relevant to the search engine. Experts say this consistency should not be restricted to page level; it should be ensured that whichever employee deals with the site in any way, is aware of the need to be consistent.
- Optimize and don’t duplicate: Every interaction you have with your customer is a chance to market your products/services. So you need to make sure that your branding and slogan are designed to be search-friendly. So basically you need to think beyond the Meta descriptions and keywords, and optimize everything, including press releases. Duplicating content will actually get your site ranked down. Google is quick to catch on if you have re-posted blogs, or copied product descriptions. What you need to do is rephrase the words without altering the meaning.
- Research thoroughly: Google’s Keyword Research Tool is great; but it always pays to do your own digging. One good way to do this is to check out what your rivals are doing. See what ranking they have, the keywords they are using, and where they are going wrong. You can make use of the SEO Moz toolbar in Chrome or Firefox to get a list of on and off page elements being used by that site for optimization. In simple terms, it gives you an information capsule of the SEO stats for that page.
- Strike the balance between SEO and user friendliness: To be recognized by search engines you need to be SEO friendly and use keywords. However, you also want your clients to like your site and make it easy for them to navigate it and search for what they want. The most difficult page is the home page. A lot of content on this page will please Google, but too much of info may drive away clients. So what you need to do is find that delicate balance between satisfying Google with info and satisfying your clients by not burying them under mounds of it. You may probably need to do it on a trial and error basis before you get it right.
- Webmaster Tools: you can use these tools in sync with Google analytics to get info on keywords and the performance of your site, and the search. You can also set email forwards and get alerts on malware or hacker attacks on your site. You can use the ‘Crawl and Submit Index’ feature to crawl a page and check if redirection is happening properly. After you’re down crawling, you can resubmit the page to be indexed; this is especially helpful when you modify your pages. When you initiate the crawling, it will also come up in the search results, as the most recent info is always displayed first.