Search Engine Optimization

SEO planning diagram


Why is it important?

People type in what they're looking for in a browser window and get results served based on the Search Engines' algorithms.  These algorithms take lots of different factors into account when evaluating how relevant your site is to the person searching.

It is likely that if you're not in the top three places of the first page you wont get what's termed "clickthrough".  So you definitely want to be on the first page and you definitely want clickthrough.

Make sure that you can customise things such as unique page titles, metadata keywords and metadata titles for each page on your website.

What to do?

Page titles:

Make sure that each page on your site has an unique page title.

If you're a company specializing in web and graphic design and are located in Stirling in Scotland (like us!), then you would choose a page title similar to: “Web design and graphic design in Stirling  - Glyph Kreativ” for your home page.  For your About page you might choose something like: “Web design and graphic design in Stirling About Glyph Kreativ”.

Meta keywords:

or phrases are what search phrases that users enter into the search engines that you want to rank high for. It is important that your page contains these keywords otherwise the search engines will think your page is not relevant to users and will drop you in rank.

Focus on a few effective key words rather than lots of keywords that might not have great impact. A useful tool when deciding your keywords is to use Google’s Key word planner.

Meta descriptions:

Search engines will choose a snippet of text from your page and display it with their results.  If you want to specify this text and make it enticing for users then specify an unique meta description for each page of your site.

Ideally, this description should consist of a sentence or so summarising the content of the page.  Useful to both users and search engines!

Update your site frequently:

This is probably one of the most crucial factors to your site's SEO.

Search engines love fresh content.  If you have a blog integrated on your site it is easy for you to keep the site updated regularly.  A blog post could be just a couple of sentences about what's been happening in your company and is typically more informal than adding texts to the main pages of your website.

Social media:

Use social media to drive traffic to your site.   By posting relevant updates and links from your site to your social media feeds can help to boost your site in the search engines.

Social media such as Facebook feeds and Twitter feeds are also easy to integrate into your site.  If you are unsure about how to go about it just ask your web developer.  It's a simple process of placing a snippet of code available from the social media site on your site.

Choose a good URL:

A descriptive URL that is not too long is good to have.


Keep your copy relevant to your users and keep them engaged and interested by providing interesting and relevant information.  A copywriter should also aware of the importance of keywords when writing your texts.

Links to your site:

Where possible try to get reputable web sites to link to your site. Do not participate in link schemes since this might harm your SEO rather than help it.

Posted by: Jennifer Rutherford on 13/09/2015