Search Engine Optimisation (SEO), Copywriting & PPC

Optimising a website for maximum search engine exposure involves a number of factors:

• Keyphrase selection
• The website HTML mark-up
• The readable copy on the page
• Internal linking structures
• External links to your website

Keyphrase selection

This is paramount - target the wrong keyphrases and keywords and all your efforts are for naught. Don't be afraid to change your target phrases if your initial choices are not converting for you. We will analyse your competitors websites and research phrases using keyword selection tools. An initial PPC campaign will also provide valuable data.

HTML mark-up

A search engine spider will scan through yourt HTML mark-up to find the visible copy it wants to index and take note of certain other tags and attributes. The coding should be semantic, validate to standards and ensure the primary copy is high in the source code. There should also be a low code:copy ratio.

Readable Copy

This is what visitors to your page will see and read - this is also the primary content the search engine spider will index, so it must include the search phrases you wish to target in strategic places.

Internal Linking Structure

How you organise your internal navigation structure is important, giving weight to certain pages and using the correct titles for links.

External Links to your Website

Once your website is optimised and launched an ongoing campaign of link generation and directory registrations is required. A link to your website is counted as a vote in the eyes of the search engines. Read our article on How to Get Links for further information.

Copywriting

Website content is King! Creating effective copy for both visitors and search engines is a tricky mix - you require an optimised page for the search engines so that visitors will find you for your chosen search terms and once they have arrived at your web page you need to sell them the product or service.

Our content development writers are proficient in copywriting for SEO and, with some research and guidance from the client, also your target customers.

Reliance on SEO

Clients are cautioned not to rely soley on SEO - search engines change their algorithms regularly and shake-up the results. No-one can guarantee anything with regard to your SERPs (which is why you should ignore SEO advertisers who claim 'guarantees' on placements).

We do not make guarantees - we simply follow best practice. There is much the client can do themselves, such as writing copy, approaching other websites to trade links, giving advice in forums and other communities and we can instruct clients on what to do to help themselves.

Featured Project

Future Vision Jersey

The helpful and professionalism of 4W Web Design in not only producing the end product, but also from the integration and final procedures and instructions on how to admin our new website have been second to none. I cannot recommend them enough. - Nigel Crespel, Future Vision Jersey

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Useful Links and Resources

Search Engine Optimisation
8 page article on SEO from Featurecreep with some help from 4W.

Webmasterworld Google Search News
For budding SEOs - this is the forum to read and learn.

What's an SEO?
Does Google recommend working with companies that offer to make their site Google-friendly? Read what they have to say about it.

4W News
Our News and Views section contains lots of interesting information on SEO.