It is a myth to say that websites can be optimised as a whole.
The reality is that each and every individual page contained within
the website itself has to be optimised on a page-by-page basis.
However, this process does not rely on any kind of magic or lucky
chance; it is a quantifiable, systematic approach that only has one
right way, but unfortunately lots of wrong ways.
Any website that does not have its pages optimised for the
search engines will at best, struggle to compete against its
competitor sites and at worst, will never get found at all for the
SEO Keywords that your prospective
customers are tapping into Google, Yahoo, Bing and the like.
Website optimisation or website SEO can be split in to two very
distinct areas of focused activities; 'on page web optimisation'
and 'off page web optimisation', both of which will have dramatic
affects on the website performance itself.
On page website optimisation provides the essential platform, or
building blocks, for the successful development and long term
strategic direction of the overall search engine optimisation
strategy of the website and involves the critical analysis of the
following website performance metrics. It is important to note that
all on page optimisation techniques and principles can be
implemented quickly and affect the website performance with
A common question we get asked is "why didn't our web builder
(or designer) take this on page optimisation into account at the Website Designing stage, before the
website was built, and why have we got to get it put right after
The simple answer is; a different set of skills and disciplines
are required, which do not always fall within the remit of web
building companies. Website designers are highly qualified people
with technical skills, whereas on page optimisation requires the
skills and abilities to research, analyse, compare and ultimately
write critical sections of web copy so that the search engine
crawlers and robots can easily find what they are looking for and
index the web pages accordingly. Unfortunately, without the correct
and detailed on page optimisation in place, all other efforts and
activities to promote the site will potentially be in vein.
Off page optimisation refers to activities that can be carried
out over the life time of the web site. Some cannot be accelerated,
such as Domain Age, whilst other website optimisation metrics can
be positively affected and relatively quickly. One of the most
powerful metrics used to increase the Page Rank of a web site, and
consequently its website
performance, is the quantity and quality of inbound links
coming into the domain itself or to a specific page of the website.
Other off page search engine promotion metrics to consider are as
Website optimisation using relevant SEO keywords is absolutely
critical for successful website
performance, but it doesn't have to cost a fortune and here at
The Performance Gap Company, that's what
we do best.
Why not drop us an email with your web address and we'll take a
quick look at your site and let's see if we can help each other to
help ourselves? firstname.lastname@example.org
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