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At Blackberry Design, We Hope To Take Some Of The Mystery Out Of What SEO Is; and How It Works. SEO Splits Into Two Parts; On Page Optimisation and Off Page Optimisation. The Two Parts Combine To Create An Effective SEO Campaign To Improve Your Search Engine Rankings For Selected Keywords.

On-page optimisation does 'exactly what it says on the tin'. This is focused on the on-page factors like unique Titles and Descriptions for each page, Keyword Density, Keyword Placement and Internal Linking.

So, what are Titles and Descriptions?
When you search Google or your preferred search engine, you see a list of results. The Heading is your Title and the Description gives a brief summary of what the page is about. Many sites built by other web design companies don't change this for each page.

What is a Keyword?
A keyword is a word or phrase that you want to be found on in the search results. We make sure that if you want to be found on a keyword or phrase that it actually appears in the Title, Description, Page Heading (H1) and in the first paragraph on the page. Remember, search engines do not think, they index and analyse content. If you want to be found for 'Widget Manufacturer in Birmingham' it needs to be written and included on at least one page on your website. Keyword placement is also important. Put the most important words at the beginning and in prominent positions.

What is Internal Linking?
This is where the important keywords on the page link to other pages on your website. For example, if you mention 'Plastic Widgets' in the text then those words should link to a page on your website about 'Plastic Widgets'.

We do these simple SEO techniques on all of our websites. They don't guarantee appearing on the first page of Google, Yahoo or Bing but you are following best practice. We call these SEO Fundamentals and they are the first steps towards achieving a good search engine ranking for selected keywords.

Off-page optimisation looks at other factors outside of the website and beyond your direct control. One of the factors that search engines like Google take into account is Inbound Links. This can be achieved through a Link Building campaign.

A Link Building strategy involves getting other websites to link to your website because it is an interesting and informative resource. The idea is to become an Authority site on a particular subject. Google analyses this by seeing how many websites link to you and measures your popularity – this is called Link Popularity. It is interested in inbound links from good quality sites. It is a balance of quality and quantity and can be time-consuming to achieve the required results.

Blackberry Design can offer a full SEO service which includes Link Building. Nobody can guarantee the first page of Google but by following these steps your website will set up correctly. Those sites that follow best practice will have a better chance of a good search engine ranking.

If you want your website to become more effective at generating business, speak to Peter Lowe at Blackberry Design on 01527 517309. We can help you get more from your website.

Peter Lowe is Managing Director of Blackberry Design. He has a nearly 25 years experience in design and marketing, with particular emphasis on search marketing. Find out more by viewing his LinkedIn profile...