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Why Design top tips: Web design

Writing content to improve rankings in Google


Search engine optimisation (SEO) is the process in which your website is edited to improve its rankings in search engines, such as Google. Our experience means we believe that much of the SEO can be done by you, the customer, simply as part of writing your copy.


We believe that much of the SEO can be done by you, the customer, simply as part of writing your copy.

SEO is all about 'relevant content'. Simply put, is the content in your website relevant to the search term a potential customer has entered into Google. For example, if a customer searches for 'cheap website' in Google, the more times the phrase 'cheap website' appears in your website the more relevant your website is to the search term and so Google will rank it higher.


It's as simple as that!


However, there are a number of rules you need to follow when ensuring your content is relevant:


  • Determine what your 'keywords' are. Keywords are the search terms users will enter into Google to find your website. Keywords are not necessarily one word, more a search term. Therefore 'cheap website' is considered one search term. Create a list of one to ten with the most relevant at the top.
  • Write the copy for your website. Ignore keywords or relevance, just write as you would if it was for a brochure or marketing material.
  • Now edit your copy and include as many of your keywords as possible. If you have a small site concentrate on your top five keywords. Keywords should feature more prominantly in the following areas: links, navigation, page headings, sub-headings and your opening paragraph.

NB. It's important to realise that your website typically doesn't reach it's full potential in Google until after approximately 3 months. Only then do you have a good indication of how your current keywording is performing.


NB. We don't guarantee any rankings. Even though this is a proven technique your website's performance will depend entirely on the competition for the keywords your website is optimised with. For example, larger sites with more relevant content will rank higher, as will sites that use their keywords in their domain name.

Users don't read websites, they scan them, just like newspapers


This means that your opening pages need to be short and concise. Headlines and sub-headings need to be informative and grab attention. Contrary to popular belief users are more than happy to scroll - just keep the content in easy to read blocks - like a newspaper does.


Choosing an effective domain name for your website


If you require high rankings in Google then consider keywording your domain name. For example, your company name may be 'Workplace' and you provide industrial space for local business. From a business perspective 'workplace.com' works well. However, it wouldn't be as effective as 'industrial-space-to-let.com' if someone was searching for 'industral space to let' via Google. Don't worry if you've already purchased a company orientated domain name, there are clever ways of utilising both!


Contrast: Soft and heavy tones


Contrast is really important when considering colour schemes for a website. Contrast is the degree of difference between two colours. The most extreme contrast is white and black. The content area for your site will always be white so it's important you choose a colour for your copy that has a high contrast with white. Typically it will be a dark colour like black, blue, green or purple - NOT a light colour like yellow.


Contrast is also important when styling your buttons. You need to select a dark colour for the button and a light colour for the text or vice versa.


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