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Search engine optimisation is fundamental to any online campaign, consequently >large have worked closely with SEO consultant Steve Johnston to incorporate powerful SEO tools within our Content Management System.
The two most important tags for any website are the title and description tags, both of which can be manipulated via the >large CMS.
Title tag
The title tag, rendered at the top of the browser window, is the single most important piece of content on a website as far as search engines are concerned. Title tag construction is therefore obviously of critical importance to the performance of a page:
- Title tags should be unique on all pages of a site.
- The word order within the title tag is very important. The most important (relevant) keywords should be listed first.
- Write title tags in title case, where each key word has its first letter capitalized.
- Don't create a list of words in your Title Tag; make a short sentence that makes sense.
- Title Tag Length: 66 characters are shown in Google cropped to complete words.
Description tag
The Description tag is displayed as the sentence below Google's search result title. The desciption tag has little, if any, influence on search engine results but if written well can induce a user to click on the link. The description tag should incorporate the most likely search terms used to find the page, which means these will be emboldened in the search result page if they are the terms searched on, and this in turn will increase its emphasis and improve the likelihood it will be clicked on.
- If it is not possible to craft a Description tag for each page, then it is better left empty. Search engines will then pull content from the page.
- The ideal length of Meta Description content is approximately 150 characters including spaces.
Incorporating key words in URLs will not only make the URLs user-friendly and easy to bookmark, they will improve search results.
Deep-linking
Encourage other relevant sites to link to you and link within your site wherever possible. Make sure you use descriptive language, rather than writing "Emarketing - click here to find out more" write "read more about emarketing here".
Keyword density
It's not all smoke and mirrors - your title tags, URLs, file names, ALT tags, link strategies and all the other areas that contribute to your search engine ranking actually have to have some basis in reality. The content on your page needs to be well written and organised around a single subject. -
- YO! Sushi
"Large helped YO! Sushi become a fledgling superbrand"
Simon Woodroffe, YO! Sushi founder
