leicester seo tips

In the first installment, The Importance of Keywords - Part 1 - I showed how you could use Google Suggest and Google AdWords to first collect, and then refine possible target keywords for your new website or internet marketing campaign. These tools will give you an indication of the popularity vs competitiveness of a given keyphrase but this is not the only basis on which to choose which terms to use.

Keywords are the building blocks of any website or internet marketing campaign. However, its surprising how often website owners are actually targeting the wrong keywords. Sometimes they are targeting "industry terms" that the public are unaware of, or terms that are too broad or too competitive. Sometimes their target keywords are based on assumptions of what they think their customers are going to use.

Search engine optimisation is getting harder. Google's "Panda" and more recent "Penguin" update has re-emphasised this trend. Previous tactics of link building and on-page optimisation are no longer enough, since Google now pays greater attention to "user signals" in helping to determine "relevance" and "rankings". Google is also paying greater attention to content "quality".

Below we outline what this entails for website owners.

Search Engine Optimisation (SEO) has been divided into two broad schools - White Hat SEO (good or ethical) and Black Hat SEO (bad or gaming the system). In short, exponents of White Hat SEO play by Google's rules (and its always Google's rules!) while Black Hat SEO companies will try to bend or ignore the rules completely.

Examples of the differing approaches are legion but typically a White Hat company will attempt to improve a website's profile by optimising content, slowly and naturally building its link profile, etc. The goal being to increase your ranking without falling foul of any of Google's many rules. The key here is that it takes time.

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