The majority of business sites online could use many improvements to compete for high search engine rankings and this is due to a lack of the clients' understanding that it's much more economical to bring in an expert for input into the project at the time of design than to have someone come in later to work on problems that involve content in the HTML metatag sections, headers, page names, and links within the site. Those who build the sites are aiming to please the clients with usability and appealing graphic design and they are artists who don't get involved with the struggle for market dominance. Naming the URLs properly from the beginning can make life easier; as long as that important real estate is there you might as well name the pages with keywords. The URL is the first thing the search engine crawler will read so wording relevant to the page can be used effectively. To make the meaning of the page crystal clear, simply pick two or three keywords and separate them with dashes. The second bit of content the search engine reads is the title. Each page should have a different title and it should contain relevant keywords. There should be no conjunctions or symbols, just a string of words up to a limit of 60 characters. Unless the company name is a household word, it merely takes up space that could be effectively stuffed with keywords. The viewer can simply look down to see what company he's looking at. For those using a chrome browser the title bar is barely noticeable - you have to hover over it to see the entire wording. Next comes the meta description where so many site owners mistakenly put advertising messages and phone numbers. The trouble is, no human will ever see this, it's strictly for the search engines and they likely won't take advantage of your superior service and low prices. It's best to write "This page lists the services of Flexicorp which include home security, alarm systemsâ€" and so on (with keywords) to a maximum of 180 characters. That's as far as the spider will read so it's a good place to insert keywords relating to the page. Each visible page should have one (and one only) H1 tag composed of keywords as a title phrase. Subtitles are expressed by H2, H3, H4 tags and there can be more than one of each if there is enough content to delineate with varied key phrases in order to avoid repetition. Using the same keyword in the phrase pairs 3 times is sufficient. When deciding on keywords it seems that most sites have chosen them by guesswork, and with needless repetition. Keyword technique only starts with analyzing the statistics; you have to know how to use the key phrases effectively, and this is done by devising a pairing system in priority sequence so they will by the strongest anchor text in off-page links. There is a formal meta keyword string that is placed right under the description but it's not read by Google anymore; full sentences in well-arranged grammar will convey the content. Some smaller search engines still read the keyword string but it's left in by SEOs to match forms that are filled out when placing directory links. Business owners tend to allocate a budget for the site to get designed and launched and either they assume that the designer has done all the SEO or they leave the optimization for another year, feeling that it's an extra expense. There can be a shock when they are quoted prices three times more than the site designer charged. The hours needed for on-page optimization and linking may come as a surprise. The truth is that in a competitive market they could be invisible for quite some and the site needs to have every advantage for maximum efficiency and popularity on the big bad Internet, so the design team should include someone who can give advice on how to tighten these elements from the outset because it's a war of words out there.
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