1. What is the primary message you wish to convey to your visitors?
2. What are the major objectives for the website?
3. What are your specific short-term and long-term goals for the website?
4. What are your target audiences and what message do you want to convey to them?
5. Are you a local, regional or an international business?
6. Do you want to target a specific geographical locations?
7. Who are your primary competitors, both actual competitors and online?
8. What are your USP (Unique Selling Points)?
9. What are the key reasons that customers choose your company? (i.e. price, information, niche, quality, speed, expertise, sole provider)
10. What websites do you like and why?
11. What websites don’t you like and why?
12. What you like and dislike about your competitor websites?
13. What adjectives come to mind to describe the user’s perception of your new website?
14. Do you wish to alter the brand of your current site on your new website?
15. What are the primary actions users will perform on your new website?
16. What action you would like your target user to perform before leaving your website?
17. What are the top three call to actions that should be on offer on your website
18. What website links would you like to make available to the user on every page?
19. Will the new website use existing copy and images or do you need to produce new ones?
20. What are the major topics, products, services and themes for your website.

Make sure you fully understand your needs and expectations for your new website. We hope this helps you kick-start your web project or online business venture. Don’t forget you SEO and online marketing to get those all important online leads.

By providing a quality website with up today information though, web masters and SEO experts can easily combat the affect to Goole Panda update. There are five main points that Google have taken into consideration in the creation on Panda.

Accuracy – Google wants to see sites that inform the user. By having content on your site that is concise and accurate, the page is likely to rank higher in search engine results. The message from Google is; don’t waste users’ time, ensure that the information that is presented on your site is consistent with what is advertised.

Relevancy – Stay on topic. Presenting information to users that is useful to them in their search will keep them coming back to the site. By streamlining information and keeping content relevant, the site can become the go to place for a given subject. In the end, reputation is more important that numbers.

Efficiency – Sites that load up quickly will be benefitting from the new Google Panda update. The efficiency of a site can be maximised by avoiding too much flash content and java script. Efficiency also includes layout and navigation, a website needs to flow well from one piece of information to the next.

Authority – Creating a unique product and voice naturally drives users to a site. Webmasters, SEO experts and content writers need to be confident that the information they are putting out there is factually correct and unique. Google Panda will be looking for information that is informative and educational.

Sufficiency – For a website to rank well after the Google Panda update, a couple of pages of information a given subject will not suffice. Google will now be looking for sites that include interactive or up to date information such as news, blogs and videos.

Basically sites that are already informative and unique should have little worry about having to combat the Google Panda effect. The changes have been brought in to place to weed out sites that draw visitors in with the sole purpose of advertising irrelevant products or to present the user with a list of links to other sites.

Genuine sites that keep information on topic and regularly update pages might feel an impact from the effects of Google Panda at first but should be able to recover a lot quicker than those that have been fobbing users off with piles of useless information.

What has changed in Google

Google made a number of changes to document classification and page indexation processes. Main objective: To detect spam- and duplicate content and to make it harder for poor on-page content to rank highly.
· Google redesigned their document-level classifier, which can now better analyses individual web pages. This will enable Google to detect duplicate content across your website and also detect ‘template’ copy pages, where your text copy is the same for each page with only minor keyword changes.
· The changes primarily affect sites that copy other website’s content and sites with low levels of original content.

Our Advice

The Google changes will mainly affect content farms, sites that syndicate content and sites, which use the same copy template for each page with only minor keyword variations. I believe the changes will also affect sites with generally low levels of content and sites, which have pages using the same intro and exit paragraphs. I have not seen any adverse changes to rankings across my client base, but I noticed some small drops for site with low levels of content.

We recommend the following:

• Don’t copy other website’s content.
• Only publish unique and highly relevant copy on your website and blog.
• Avoid automatic aggregation of third party content.
• Don’t copy news and other third party material (blogs, news, tweets etc) – rewrite:
• Comment on news stories rather than publish an exact copy.
• Don’t link to the original content.
• Don’t use the same copy template to publish different content pages.
• Just changing a few keywords won’t be enough to make your pages unique.

As you all know, we have always taken the line that good SEO starts with highly relevant, unique and well structured website content. None of the above should affect your site, but please keep the changes in mind when creating new content pages.

You can follow me on Twitter: http://twitter.com/netleadz. I will tweet SEO, managed online marketing, web-based lead generation, online reputation management and other relevant topics.

Would you ignore up to 80% of your target audience?

Let’s just forget about Search Engine Optimisation as a separate subject for a moment. Let’s assume for now that we are not even looking at a website or a business. Let’s assume you are a musician, an artist, a writer or film maker for argument sake. Whatever art you do, would you seriously consider to ignore a channel that potentially reaches 80% of your target audience. No, you would not, an neither should any sensible business out there!

Target the right audience!

Businesses, small website owners, marketing managers and other key business decision makers often forget on simple fact: A website optimised for Search Engines is also a website optimised for your target audience and potential business customers.

To be found by your target audience, you need to be visible on-line this means that you also need high rankings in Search Engines. To achieve high Search Engine Ranking Positions (SERP) for your target search terms, your website content and your inbound link infrastructure needs to be highly relevant to the search terms you want to rank for.

Equally your potential prospect audience, searching for products and services via Search Engines, will want to find highly relevant websites. By optimising your site you achieve both, higher SERPs for your website and a highly relevant website for your target audience and business prospects.

SEO is not optional, it is as simple than that. Consult SEO Experts

1. Define content objectives

You need to define the type of visitors you want to attract to each page and its content. It is also important to define the messages you want visitors to read in search engine listings and when they land on the page.  Each page needs to be unique and have a purpose. What do you want to achieve when visitors land on each page. Sign-up, download info, sell product or service, explain your business model etc…

2. Identify relevant keyphrases

Each page needs to have a unique focus and needs to relevant to the overall focus of your website. It is critical to perform a keyword research and analysis before you prepare and write your copy. Each page should target a unique keyword, ideally a search term relevant to the page with high search volumes. Equally each page should be structured so the keyword focus fits into the overall keyword cloud of your website.

Write down the most important phrases, grouping according to the emphasis you are going to place on them.  Think of your website like a pyramid with the most relevant keyphrases at the top (in you homepage) and long tail keyphrases in sub-pages, the lower down the less relevant. Each page should also have its own emphasis:

Primary Keyphrases for which you want to optimise for

Secondary Keyphrases which are part of a keyword group but unlike primary keyphrases they do not feature in the title tags and are slightly less frequent.

Tertiary Keyphrases which might be very long tail keywords are less important but worth listing on the page a few times.

3. Choose keyword rich document name and file location

The page file name and sub directories should contain keyphrases. Both are  shown in the search engine results page (increasing relevance to searchers). Including keywords in both also increases relevance with search engines.

If you can, include your primary keywords in file names and directories. If you use a CMS that creates file names, make sure the file names are created correctly or use URL alias.

4. Define unique, keyword rich title tag

Title tags are important as search engines place strong emphasis on the keyphrases in the page title. Always put the most important keywords at the beginning of the tags. Your brand names to the end. Don’t go over board, make titles no longer than 10 words.

Titles are also shown in the search engine results page and if relevant to searchers titles improve click through rate.

5. Define Meta tags

Google places little or no emphasis on meta tags in determining your site’s ranking position. Other search engines do read them to check the relevance of content, so it is best practice to create unique tags for every page.

The meta description tag is important for your audience since it is often displayed on the search results page and may encourage people to click through. Make sure the description contains page target keywords and is unique for every page.

The description should also have a unique selling point and call-to-action so searchers want to click through to your page. Try to keep to 150 characters.

Keep meta keywords tag simple and only use the keyphrases most relevant to the page you are writing. We recommend 10 – 15 worlds not more.

6. Keyword enrich body copy

The keyphrases frequency in the body copy is considered an important test of relevance by a search engine algorithm.

Copy should be minimum 300 words. Try to repeat each keyphrase 3 times per page (more if content is longer than 300 words) and place most important keywords at least once in the first paragraph.

Aim for a keyword density of 5% but don’t forget keywords in title, tags, Alt tag and links count towards your density. Don’t overdo it in your main body copy.

7. Use Headings

Using heading styles <h1> for headings and <h2> subheadings, etc containing target keyphrases has some positive effects for SEO and also helps with accessibility and scannability of the page.

8. Cross link pages

Cross linking your pages via hyperlinks is the most powerful page markup feature, both from an SEO point-of-view and for conversion. Hyperlinks highlight the calls-to-action to get the visitor to engage with page and site.

Make sure you place hyperlinks in the page body copy with keyphrases in the anchor text.  Think about whether there are other pages on your site for which this page would be relevant for readers and then link to the new page using anchor text containing your target keyphrases.

9. Tag images

Graphical images on each page can have an Alt text associated with them.  Alt text are not seen by page visitors but indexed by search engines and used to determine relevancy. Always cross link images to related pages and use keywords in the Alt text.

10. Keep optimising pages

You need to check your that your copy is effective and modify where necessary.  Regular updates and enhancements are good for SEO and your site visitors. Check your web analytics to review visitors entering site on your page and review your listing positions for different search engines.

Optimising copywriting for SEO is not difficult, but can be time consuming. Optimised copy is the foundation for SEO, it is not optional.

Search Engines in general don’t like duplicate content and strongly dislike repetition and replication.  Copying content from other website has been  common practice amongst website owners. It is a bad practice and can be easily detected by search engines.  The original content publisher gets all the  credited and all duplicate pages and sites get penalised.

Duplicate content is generated accidentially or even carelessly by website owners.  Often as a result of  poor content management or lack of knowledge. Creating pages by just copy & past content with a small change in keyword focus does not make your content unique. Lack of attention when DNS / domain mapping can also lead to duplications.

Google for example can detect exact duplicates and near duplicates all the way from the crawl, through the indexing, through the rank scoring.

Typical scenarios of duplicate content:

1. Identical pages within your site because they contain only minor changes such as keyword replacements.

2. Localised pages within your international sites could be considered identical.

3. Campaign landing pages with minor keyword changes to original pages.

4. Identical page to pages published on other websites.   If the other site has a better PR, your site’s content might be considered duplicate and may be removed from the index.

5. Press releases or other articles containing similar content syndicated across different sites.

Make your pages unique

The best way to let search engines know that your content is unique by making all copy and all the page mark-up factors unique:

• Document / file name
• Meta title
• Meta description
• Meta keywords
• Vary first paragraph copy
• Heading 1
• Heading 2
• Heading 3
• Alt text
• Vary link text to other pages

If you can’t avoid duplicate content (often the case for ecommerce sites), exclude the duplicate pages in your robot.txt file.

If unsure about the uniqueness of your content check your content regularly with copyscape (www.copyscape.com) and see if there is any duplicate content on the web. SEO copywriting is important.

SEO is about defining your business goals and online marketing objectives, followed by a continuous, focused and well structured process of search engine optimisation. In most cases, SEO success will take months if not years to deliver successfully.

Here some of our tips on how to deal with SEO Spam emails:

Ignore SEO email promising guaranteed, instant results.
Nobody can guarantee results and by making such claims clearly shows only one thing: The SEO company making this claim does not understand SEO. They are just fishing for new SEO business. The best strategy here is to ignore the email, mark or report it as spam and delete it from your inbox.
It is fairly easy to spot these types of spam SEO pitches. They normally have a headline grabbing subject line like ‘guaranteed ranking’. They tend to be sent from free google, hotmail, yahoo email addresses or domains without a website.

If in doubt, check how the SEO company can help your business.

If you think the SEO email received is well written, does not make to many outrageous claims and has got some substance, you might want to take it one step further. After all what have you got to lose. However, make sure you respond to the email with some very specific questions. Ask specific questions on what the SEO company will deliver. Best to challenge them immediately on how much they know about your business and what they can do for your website. Questions should include:

• What search terms would you suggest to target for my business?
• By how much can you improve my target traffic?
• What do you know about my business and my target market?
• Where is your business based?
• Explain the process of optimisation (specific to my website and my target market)
• Provide case studies for previous successful SEO optimisations delivered

If you consider engagement, ask for a proper SEO cost proposal.

If you feel the SEO email is very interesting to your particular business, make sure you ask for a proper SEO cost proposal. It is important that you fully understand all elements of SEO, all associated costs and cost to deliver a successful SEO campaign. Typical cost drivers for SEO campaigns are:

• Keyword research & analysis – one-off
• Optimising your website for keywords (on-page optimisation) – one-off
• Building inbound links for your website (off-page optimisation) – monthly

The more keywords you are trying to target, the more expensive the SEO campaign will be. As a rule of thumb if you aim for a 12 months campaign for 10 keywords you should budget £5k. Your budget should be significantly higher if your target keywords are highly competitive. Lower,  if your target keywords attract little competition. Things you should ask for in the SEO proposal:

• How many keywords will be targeted?
• Who will make keyword selection?
• How will keyword research be delivered?
• What exactly will be analysed?
• Who will be writing content for your website?
• Who will be making changes required to your website?
• Who will be maintaining your website to make sure it stays optimised?
• How many inbound links will be built by SEO agency?
• What type of links will be built?
• Is all the link building done manually?
• What will be the success criteria?
• Will the SEO agency make some gurantees?

Any serious SEO company will be more than happy to submit a well structured cost proposal.

How you will find a good SEO company

As a general rule, good SEO companies know the value of inbound marketing and get work through referrals, word of mouth or by being found on search engines. Good SEO companies don’t rely on spam emails to find customers and will have many other ways of customers finding them. If you need the service, you will find that good SEO professionals are not found by spam emails. Check SEO company London for example.

These are some examples of the kind of SEO Spam service offers best to be avoided:

‘Guranteed #1 Rankings! No Cost Website Analysis and Ranking Report of Your Website! Is Your Website Ranked at Number One in The Search Engines?’

‘We are interested to increase traffic to your web back to us in order to discuss the possibility in further detail.’

‘Your site should be at the top of the major search engines.
Want a free site analysis? If you are interested, just reply to this email and we can give you a free appraisal with no strings.’

’75% of WEB SURFERS searching the Internet will never find your site unless you’re located on the first page of Yahoo, Google and MSN. If I assist you to achieve at least 7 times more WEB traffic to your online business by getting you to the top of the search engines would you be interested?’

‘At No Cost to You, our search engine optimization experts will run a ranking report showing you exactly where your website currently stands in all the major search engines. Then we will email you our analysis report along with the recommendations of how we can increase your ranking, and improve your websites traffic dramatically!’

‘I’m going to be brief and straight to the point. I will list your website in our search engine for free with static links to your website. With thousands of our pages indexed by Google and Yahoo!, you will literally get hundreds of links to your content pages in relevant static pages. These are the example of pages our users benefit from (just examples, your site will be listed in pages relevant to your content)’
If you have a website out there I am sure you will have  seen many more spam SEO emails. They are fairly easy to spot!

1. No control over all SEO elements

Rankings will always fluctuate and are  never permanent because you or your SEO agency will never be in control of all elements affecting Search Engine rankings

2. Search Engine algorithms change.

Search Engines are notorious for changing the algorithms used to display results. Changes to Search Engines can severely affect your site’s ranking almost overnight – positive and negative.

3. Competitors optimise too.

Competing websites might target the same search terms (keywords) with their own SEO campaign. This will affect your ranking, how much will depend on your competitors success.

4. SEO results depend on data centre

Search Engines use different local data centres, which will show different rankings in different regions for the same search terms and same websites.

5. Don’t log-in to check rankings

Your rankings will depend whether Search Engine users are logged in or not. For example when you log-in to your Google account all the search results will be customised to your history and will be different to when you log-out.

6. Some websites have more clout than your site

Popular social media sites or dominant news sites might publish articles with the same keyword focus as your site. Because these sites have a large number of indexed pages and are indexed hourly you might find your site loosing rankings as soon as a relevant article is published

7. Website age matters

New websites are more likely to fluctuate in ranking than mature websites because of the age of indexed content and the lack of clear keyword significance.

8. Website content matters

Uncontrolled uploading of content to your website can cause keyword dilution  and changes to the keyword significance Search Engines allocated to your site.  Even small changes to your content, especially  page titles can adversely affect rankings over time.

9. Consistent link building

Poor link building strategy will cause your rankings to fluctuate substantially. Spam links, infrequent link building, high volume link building activity followed by no activity at all will all make your search results less stable.

10. Keep your site up and running

Frequent website downtime and pages that can’t be found will over time form a picture of unreliability in Search Engine’s indices. Access, loading and technical problems will result in adverse and fluctuating rankings. Make sure you choose a good hosting provider and check all your links on your website.

There are a lot of other elements impacting your rankings such as age of your domain name and age of your content. For this reason alone never throw away your existing content and never launch a new website without proper redirection of your old pages. If in doubt, consult your Search Engine Optimisation company.

Here is what we include in  SEO audits and what we think you should look at when you define SEO projects for your business:

1. Business Objectives

SEO needs to be aligned with your business objectives. You need to know what you want to achieve and how to measure this. Especially if you are thinking of outsourcing SEO or recruiting staff to deliver SEO

2. Understand your Competitors

SEO success often depends what other companies do. Find out who your competitors are, both direct and online and what  their visibility is online.

3. Keyword Research and Analysis

Identify all business relevant key phrases. Think out of the box. What would search engine users type in to Google to find your business? Read more on keyword research.

4. Check indexation

If you have an existing site, make sure the website is indexed in search engines. Make sure there are no access limitations for robots, no site or server performance issues , no dead links or  site loading issues.

5. Ranking Report

You have to understand your current rankings for all major search engines. Which URLs are shown for which search term and at which position. You don’t want to undo good rankings. Equally you want to focus on rankings that can be improved.

6. On-page Optimisation

Is your current site keyword optimised? If you are launching a new website for your business make sure you define the optimal site structure before you build the website.

7. Internal Link Structure

Are you web pages linked in a ‘search engine’ optimised way. Have you used relevant keywords as link text between pages. For new websites, we highly recommend that you have a well defined link structure before you build your site.

8. Inbound Link Analysis

External links to your site are critical for SEO success. If you have existing links, are these links SEO optimised? Do they come from good neighbourhoods ? What links do your competitors have?

9. Resourcing

Search Engine Optimisation requires both upfront and ongoing resources. Do you have internal resources that can be trained or do you need to get an agency involved to deliver all or part of your SEO project.

10. SEO Budget

SEO costs money. Even very small SEO projects can cost £10k or more to achieve good rankings for a small number of keywords. You have to define your budget before you start SEO. Running out of money half way through any SEO campaign will do your ranking more harm than good. If you only have a small budget, set smaller targets.

If you want to find out more on SEO audits and our services please contact us or sign-up to our newsletter.

Here some factors to consider:

1. Is your business idea / business model truly unique. If not can you improve on the existing business models?
2. What are your USP (unique selling points)?
3. Are you entering a market which is mature or growing. Either way, will the challenge for your business be a different one?
4. Where will you get your business leads from and at what cost?
5. Have you had an independent view on your business model, other than approval from friends and family?
6. Have you checked out size and sophistication of your competitors?
7. How long can you run your business on zero income?
8. Will your business model still be required in two years time?
9. Is your business satisfying a consumer or business need or are you just realising your own dream?
10. What ongoing time commitment and capital will you require to run the business for the next two years?

We hope the above list will get you thinking and planning before you even spend a penny on business collateral. Remember logo / website designs come fairly cheap these days but they are still a waste of money if you do not have a business model.