SEO 101

Here are our tips for a successful SEO campaign. We believe “on page” SEO is a one time task with a couple of tweaks every couple of months. We see SMO (Social Media as overkill – see Link)

SEO 101

On Page: (on your website)

  1. Make sure you have a Title, Description and Meta  Tags (keywords) on your web pages. If you need help with setting these use I found this useful tool (remember to include your keywords in your title!)
  2. Remember to add a robot.txt file to your site so that Search Engine robots know which pages to index and which to avoid
  3. Add a Site map – WordPress has a number of plug-ins to do this. This allows the Search Engines to make a glossary of your pages
  4. Make sure all images have sensible text; don’t save images as “Photo 1”; make an effort to make them meaningful: eg. “London Carpets Cleaned by XYZ.jpg”. Add a caption too if possible again using your keywords
  5. Add membership logos to your footer. If you are a member of an organisation, ombudsmen or belong to a trade association; link to them. Even better if the link goes to a page on their website which references your company. Apptelic’s footer shows a link to Xamarin; which we are a partner of.  For a builder a link to your checkatrade page lends credibility
  6. Check your SEO stats using this tool – they give you a percentage pass rate and then a list of things to “fix” on your website. Link


Off Page: (pages that link to you)

  1.  List with directories that are in the same industry as you, avoid generic directories
  2. Get back links from membership sites you’re associated with. Get Checkatrade to link back to you if you are a builder for example
  3. Make sure you list your site in Google and Bing search engines: Link1  Link2
  4. Make sure your premises are listed in Google and Bing maps: Link1  Link2
  5. Open a Twitter account – although tweets won’t have your web address (they use what is called tinyurls  – re-directions) the profile section on the left hand side of your Twitter page allows you to put in your web address. Just tweet occasionally. It is far more damaging from a reputation point of view to be all kungho in the beginning and then later abandon it. I recommend just a couple of tweets ever couple of months



  1. Google ads are a MUST. Unless you can spend copious amounts of time learning their system pay for an agency to manage it. Just make sure their management fees are transparent and aren’t more than 20% of your advertising budget.
  2. Bing ads if your audience uses Microsoft devices and/or Yahoo and Bing for Internet searches (typically older generations)



  1. Press release sites – Google doesn’t like these back links – seen as self promotion
  2. Using on-line automated search engine submissions
  3. Giving to charity sites, unless of course your donation is honourable and you’re not just after the back links! If you do donate list your company details but don’t include your domain name
  4. Adding ads like Google’s adsense to your webpages. They will barely make you any money and if you don’t sand box the content in a frame the ads will key off your keywords and your competitor’s ads will show on your website! To avoid this insert the ad code to a framed content box with different keywords from your own. If you are a mortgage company chances are you don’t want another mortgage company using your website to generate leads. So within the frame select keywords to a complimentary service to your own business and one that does not compete with you. A mortgage company could select “insurance” as one of their framed content keywords so that ads displayed will be insurance based not mortgage based




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