For the purposes of this guide I’m going to assume that you have the basic technical skills required to make the changes to your website. If you don’t you’ll probably want to start coming to grips with HTML (which is what web pages are built with) or invest in a website with
Content Management Software.
Adding Your Content
The easiest way to add your newly developed content to your site is with a CMS (content management system). The advantage of a CMS is that you can change your website’s content without having any particularly advanced technical ability. If you can use a word processor or your email you should be fine editing your site with a CMS. Also if a CMS has been properly setup it should automatically avoid a lot of the mistakes (below) that make it hard for Google to rank your site.
When you are adding your content to your website avoid the following common mistakes.
All text should be text
You often see websites with text included as images or Flash (web animation). This can sometimes just be in a few places as extra decoration or can go to the extreme of having the entire site built in Flash or pictures.
Since search engines need plain text to understand what your site is about the problem is obvious. Flash and decorative images are important to make your site look more attractive. You need to make sure they are kept to that purpose and don’t actually contain content that you want Google to know about.
No “click here” links
When you are linking your content together avoid using “click here” in the text of the links. Instead you should link using the keywords and as part of a normal sentence. For example:
Bad: To buy Valencia oranges online click here.
Good: Buy fresh Valencia oranges and get free home delivery.
You should use appropriate keywords in your links wherever possible.
Page titles are very important
Writing good page titles is one of the most effective things you can do to optimise your site.
Titles are headlines to draw visitors in
Good page titles are like the headlines in newspapers. In the same way a juicy headline encourages you to read on a great page title will bring visitors onto your site. You may have developed the most insightful, unique and interesting content in the world but if your page titles are boring and repetitive you will have trouble getting people to click through to your website.
This is evident when you consider where the page title is shown in the Google search results:
Keep titles short
Titles should be around 40-60 characters long.
You should include the relevant keywords for the page towards the beginning of the title. Google bolds the keywords that the searcher uses in the results so this can help your result stand out.
Don’t overdo it though. A clumsy, “keyword-stuffed” page title probably won’t encourage people to click on it.
Include business name
Include your business name at the end of each page title, not the start.
Titles need to be unique
Every page title on your website should be unique. This goes double for your landing pages you developed for particular keywords.
Page Titles Should Be In Title Case. Completely uppercase or lowercase page titles are harder to read on the screen.