Get high in Google
Google is the search engine most people use today, mainly because the results it returns are usually very relevant to the search words or query the user enters.
While the Google search algorithm (the sequence of instructions used to return relevant search results) is secret, constantly changing and evolving, and the subject of endless analysis by SEO professionals, there are certain known and not-so-known techniques that can give any website, no matter how small, a good chance of reaching a high position in the search results Google returns for search queries that include specific words or phrases. These techniques are perfectly acceptable to Google (in fact they help Google return relevant search results more effectively), and have nothing to do with use of the "black hat" search optimisation techniques which can lead to a site being removed or banned from Google's search results.
On one level, the more standards-compliant and accessible the coding of a web site, the more quickly and fully Google will index its contents, giving words and phrases a relevance or weight according to where they appear within the HTML coding of the site.
Our commitment to design/coding in optimum accordance with Web Standards and Accessibility best practice guidelines therefore provides the most effective framework for promoting keywords and key phrases associated with the objectives of each site to maximum exposure in Google.
Understanding how Google's search robot (the Googlebot) goes about its indexing of the content of a web page allows us to code every page in every site to be as friendly as possible to Google's requirements, while not in any way effecting how the content is presented to human visitors.
As Google indexes millions (billions?) of web sites, we take pains to discuss with each client ways in which more generalised keywords relevant to the project (say, 'community regeneration' or 'art classes' or 'fitness trainer') can be made more specific, whether by including levels of specialisation (e.g. 'holistic fitness trainer masseur nutritionist'), targeting a narrower, more defined audience (e.g. 'art classes for autistic children'), adding localisation (e.g. 'community regeneration hackney haringey Islington') or other means of refining and reducing the number of results Google returns, and getting the site in question listed higher in those results than its 'competitors'.
Good search results in Google generally mean good results in other search engines such as Microsoft's Bing, so sites broadly optimised for Google will over time attract an ever-increasing visitor flow from other souces. In general, however, the majority of a site's visitors will come from Google search results, so it is very worthwhile spending time on developing a site's keywords to make sure such visitors are as relevant as possible to the goals of the website.
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