For most people the upcoming holiday season will be one for relaxing and spending quality time with the family. But, for some of us it gives us the opportunity to roll up our sleeves and do some SEO work. Here are 10 suggestions for SEO work which can improve your ranking in time for 2010.
Image Optimisation Tweaks
Optimising images across the site can help drive up web traffic from Google image search and normal search.
1. Rename your images – To help the search engines index and rank your images, you’ll need to help them just a bit. Each product or service should have its own image with a descriptive name as close as possible to the product or service. For example, blue-mobile-cover.jpg has much better potential to rank well for the term ‘blue mobile cover’ than blue-4567-s.jpg.
2. Save in the correct format – Another important factor for optimising images is saving them in the correct format. The best results I’ve seen are when images are saved as .jpg as apposed to tiff or bmp.
3. Populate the ‘alt text’ field – The search engines cannot see the image however they can see its name and alternative text. You can view your ‘alt text’ by surfing your site with the images switched off. Take the time to add ‘alt text’ to each image including the product or service title.
3 Content Optimisation Tweaks
Here we are increasing the worthiness of each page to rank better.
4. Forget the manufacturer’s description and write your own – We all do that at times. We get the product live and use the manufacturer’s description word for word. While it might save you some time, other sites have used the same text as well which will make your version less unique. You don’t need to reinvent the wheel, just add some notes of your own which could be as simple as ‘recommended for…’ or ‘product benefits….’.
5. Use keywords within the text – The keywords for which you’re trying to rank for should appear in the text. Avoid keyword stuffing because mentioning terms 10 times won’t improve your ranking. Instead place the keywords within the context of the page and make sure it reads well. Remember the search engines aren’t your customers, you and I are!
6. Add quality content – One of the best ways to increase your worthiness is to add quality content that your competitors don’t. It could be in the shape of editorial reviews, customer reviews and even how-to guides.
3 Code Optimisation Tweaks
7. Unify homepage versions – Your homepage is your most valuable page in terms of SEO potential. So it makes sense that you’d have one version of it instead of multiple versions. The most common versions of homepage duplication which will require your intervention are wwwand non www versions, .co.uk and .com versions and the biggest perpetrator is different file extensions such as sitename.co.uk/index.php / index.html etc. You should unify around one version of your homepage and set 301 redirects from duplicates to the source.
8. Speed up the site – Google recently announced that at some point during 2010 the speed of your site will effect your ranking. SEO aside, it has always affected your conversion so you should look to improve its speed regardless. The more costly option is to invest in more hosting resources and the cheaper option is to display less products or services on one page, save images as jpg (see tip 2) and improve your text to code ratio.
9. Find and fix error pages – These 404 error pages could prove to be a pain. Some of them, such as old product pages, old press releases and newsletter copies might have some SEO value as back links. Try and point them to more appropriate pages on your site using 301 redirect to such pages as the product’s category or a closely related product.
A final piece of advice
10. Don’t put all your eggs in one basket – Optimising your site to achieve high levels of web traffic can take time, sweat and a few tries to get it right. In the mean time, look at other channels of traffic such as social networks, paid search and even affiliate marketing.
Good luck in 2010!
This is a guest article by Joseph Eitan founder of Photo Paper Direct. Inkjet consumables online store selling products from Inkjet cartridges to photo paper.
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