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Search engine Optimisation is ranking your website well in the free path of the search engines such as Google, Yahoo and NineMSN. In Australia, Google dominates the Australian search market and it has over 80% market share. Our tests also revealed that Google searches almost always convert into inquiries or sales much more often than searches by other major search engines. So in other words, Google generates more high quality search traffic. That’s a pretty good reason to focus your search engine strategy on Google.

With Google, you’ll find that you rank quite well as compared to the others. For this, there’s a three-step process by which you can perform search engine optimisation. This topic is fairly complex and companies spend a lot of money getting this done for them. However, you can do this with three relatively simple steps.

Step 1: Keyword Research You need to establish which keywords and phrases are relevant to your product or services so you can focus your SEO efforts accordingly. For many businesses that serve a local area, keyword research is normally straight forward. The most profitable keywords or phrases are likely to be in the form Your Industry Your Location. For example: “Plumbers Melbourne”, “IT Support Sydney”, “Accountants Perth”. There are also a range of keywords and search tools, including a free tool; inventory.overture.com and also more sophisticated pay tools such as wordtracker.com and keyworddiscovery.com.

Step 2: On page Optimisation Optimise your website content. You’ve probably heard that achieving high search engine rankings is all about making sure the right keywords appear on your web pages. Although this is part of the story, it’s certainly an important part of the puzzle and we call this on page optimisation. Here are some of the most important on page optimisation tips.

1. Make Sure Your Title Includes Your Keyword(s). At the blue bar on the top of your web browser, your title label appears. It’s also the title of your webpage in the organic search results for Google. This title should be concise and short, and have keywords or keyword phrases in it. Put the most important keywords first, and any secondary keywords afterward. For example, if you have your carpet cleaning shop in Surry Hills in Sydney, you can say as your title: Carpet Cleaning Sydney - Carpet Cleaning Surry Hills Sydney.” There’s some repetition there, true, but it’s got a lot of keywords in it and it doesn’t sound strange.

2. Have a Keyword Rich Description. This is properly called the Meta Description Tag. It is the part of your website code that describes the content on the page. Your descriptions should be keyword rich and written in complete sentences. For our digital printer, the description could read: Digital Printer in Surry Hills, Sydney. Providing Competitive Colour Digital Printing and Binding Services. Print Business Cards, Flyers, Brochures and Menus, Postcards, and More

3. What Do Your Headings Say? Search engines look at your headings because they seem to include important page content. If your headings and sub headings are rich in keywords, you’ve given yourself a good start. For example, you can say, “Carpet Cleaning Services in Sydney.”

4. Address Your Page Content. You should ensure that you have at last one keyword rich paragraph of text on each page. Keywords used in your headings may be repeated again in you content. Try to use a mix of related key phrases. For example, Digital Printing, On Demand Printing, 60 minute Print Service rather than the same phrase over and over again.

5. Look At Links. Links are another important indicator of page content. You should avoid generic words and links such as, “Find out more” or “Click here”. Instead, use keyword rich link test such as, “View our complete range of digital printing services”, with “digital printing services” as a link.

Step-3: Optimise Off Page As Well Utilising off page optimisation or linking strategies is the third and final stage in making sure your website is search engine optimised. When people link to your website, these are known as “incoming links,” and Google considers these as votes for your website. Many businesses fail because they only focus on using keywords and webpages but don’t utilise a linking strategy. Here are a few things you can do to start making sure your site goes up the ranks with linking strategies:

1. Encourage Keywords inside Your Incoming Link. For example, if you arrange for a client or supplier to link to your website, you want to ask them to use keywords such as: “cheap digital printing services” in a link rather than your company name, or “Click here”.