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Website Optimisation Strategies


Customers expect businesses to have an internet website providing online services and information about the firm. However the online market is very competitive and you need to build traffic to your website. There are no guarantees that customers will find it easy to locate your website and it takes effective marketing to top search engine results. Here are a few tips that may help you succeed.

The diagram below shows how to optimise your website.

Website Optimisation Strategies Diagram

Domain Name Containing Your Product Offering

It helps if you can register a website domain name indicating what you have to offer. If that is not possible you will have to create awareness about what your website offers through regular promotional activities. For example www.elephant.co.uk is a website that sells insurance, they rely on heavy advertising to remind consumers about the products and services that they sell.

Content, Layout and Navigation

Good content is vital. Users need a reason to comeback to your website site and recommend it to others. An increase in the number of people using your website will be accompanied by an increase in search engine rankings. Update the content on your website regularly. Search engines rank websites that are frequently updated higher in search results. Out of date content creates a bad impression and frustrates people visiting your website. However don't forget to spell check all pages before you upload them to ensure they don't have spelling mistakes, grammatical errors or simple don't flow or make sense. Pay particular attention to website navigation and layout, also how pleasing is it to the eye (will it qualify as eye candy )? Select website colours carefully and check website pages regularly for errors. If pages too long to load or if users can't easily find the information they are searching for they will move to a competitor's website.

Relevant Website Coding

Make sure your website has the correct tags so search engines can index your website correctly. The coding should include a description that is accurate and will help attract users to your site. The coding for each page should also include keywords used in the web page. Select keywords carefully so that they capture the page content and encourage search engines to list your website when people are using those words in their internet searches.

Search Engine Submissions and Search Result Ranking Algorithms

Submit your website to the popular search engines like Google, Yahoo, MSN. Ensure you keep up to date with what factors search engines use to create search result rankings. For example find out what do Google algorithms review and how does the Googlebot (which looks for new and update pages) work. Once you understand search engine rankings you can adapt your website accordingly.

Create Links

Think about other websites that people using your website might be interested in and add links to those websites on your website pages. Similarly search for websites that have content related to your website and persuade those websites to add links to your website. Links to and from your website will improve your search engine rankings.

Market Your Website

If you want to quickly increase traffic to your website you can pay to have your website to be listed at the top of search results or appear as an advert on other people's websites. For example Google's pay per click Adwords programme allows you to select which search keywords that you want your advert to appear next to.


There is little value in having a website that is ineffective; a website needs to support and help grow the business it represents. Website optimisation is a continuous process which should begin when a website is being set up and end only when the website no longer exists. Invest in your website and it should deliver the results you want.


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