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Love it or hate it, Google's the big cheese in search engines: so exploit it for your website
You have a great website, but without optimisation it will be visited by fewer and fewer people as it falls lower and lower down the search engine rankings. It's especially important to do whatever's required to gain good positioning on Google, as it is clearly top of the search engine charts; one figure suggests there are 34,000 Google searches per second.
Optimisation doesn't, thankfully, mean writing peculiar stuff for search engines — they like the same things that we do now. We all want a webpage with a consistent logic and unique, clear, decent copy that lets you find what you want.
It's the copy that counts. In the search results, your page should show a page title and URL that incorporate page keywords, and a clear mini-summary of the page in a unique description meta tag. The page itself will show fairly short, relevant copy that's set out well. It must be updated, so the engine keeps checking. New content can usefully include regular things like blogs and news updates, for example.
Our optimisation-by-design approach makes sure that each page is easy to navigate around, from and to. There'll always be a site map. The whole site's purpose is to welcome visitors, look after them and encourage them to do what you want.
Google can help get them there in the first place, with their very useful free checking and analysis tools. These include Webmaster Tools to identify issues on the site to address to gain a better Google position; and Google Analytics, which generates detailed, clear statistics about the visitors to a website and their movements, from all sources (PPC, email marketing, and so on.)
So it's a pretty comprehensive, free service — integrated with Google AdWords, which of course costs. Another attraction of Analytics is that it's tied in to the latest definitions of exactly what counts with Google. Google's data collection regime is a problem for some; but an opt-out for Analytics use has now been suggested.
“Kalexiko uses all of Google's services and more besides: our job is to produce a winning site and help keep it in the public eye, which largely means keeping it Google-friendly”
