Search Engine Optimization Tips

Tuesday December 22, 2009 at 4:11pm

Following on from our previous blog post entitled “Optimizing your website using Meta data”, we have put together a further list of search engine optimisation tips that you can use to help improve your search engine ranking. This blog post will expand on the tips that we gave on writing effective Meta titles, keywords and descriptions.

Search Engine Optimisation Tip 1 - Using a good structure for URL’s (Universal Resource Locators) - Making your websites listing in the search results appealing to people is where good meta title tags and descriptions are very beneficial. The green text at the bottom of the search results is the URL (specific location) of the page that the search engines have chosen as the most relevant for your website.

Tip: Getting your page URL’s in a good structure is much more likely to result in a person clicking on the link. It also makes the link easier to read out to someone or even to type in directly. Below is an example of a good URL structure and a not very good URL structure.

The search result above is in a good structure and is more likely to get clicked on that the structure of the result below. The one below is very obscure and doesn’t give the user any idea.

Ideally a dash should be used to split up the words within the URL, and you could group similar pages together in the same way you would when filing documents on your computer.

Tip: When creating a new webpage within a Zarr developed website, the new page will automatically be given an individual user friendly URL. If you are going to have a lot of pages on your website, try to group similar pages together. For example, for a page about selling online on the zarr website, it has been added to a folder called web design and then titled selling online. The URL for this page is /web-design/selling-online.aspx

Do’s and Don’ts for page URL’s
Do use meaningful names for pages that are relevant to that pages content
Don’t use very long URL’s and also avoid generic names such as “page1.html”
Do group pages into directories/folders to organise your content for you, and also your visitors to know where they are
Don’t duplicate keywords in URL’s
Do use nested directories if needed, e.g. /directory-1/directory-2/ but don’t go down more than 3 levels

Search Engine Optimisation Tip 2 - Having a useful 404 page – When a visitor tries to get to a page on your website that has moved, or no longer exists your web server will send out a “404 page” – this is the status code for a “page not found” page.

This page should try and guide the user back to the right place, or direct them to what they might have been looking for. Try to give them links to some of the main areas on your site, or failing that tell them to choose a menu item. Anything is better than losing a visitor completely.

A good example is: and you’ll see it gets redirected to

Search Engine Optimisation Tip 3 – Get people to link to your website – A key area that search engines use to rank a website is the links to it. The chances are people wouldn’t link to a website unless it has something worthwhile.

In recent years people have abused this by paying to obtain links to their website. This resulted in Google implementing a policy of penalising websites that pay for links. Despite this linking is still very important and there are many free directory sites, blogs and other related websites where you can leave or ask for a link back to your website.

Tip: Simple practices including emailing professional body websites, your customers, your suppliers etc and asking them to add a link from their website to yours. Also leaving comments on other people’s blogs will usually result in a link back to your website.

Search Engine Optimisation Tip 4 – Regularly adding new content to your website – Adding on new pages or extending existing pages is essential to keeping your website’s content fresh in the eyes of the search engines. Website that update their content regularly are more likely to be ranked higher than websites that contain out of date content.

Tip: You should ideally be looking to add at least 1 page of content a week. If you have an ecommerce website then adding a new product through the website would have the same result. For a professional services website, a page could be adding a press release on a new service you are offering.

It can be quite difficult to identify enough topics to write about and add new content about. One way to get around this problem is by having a blog on your website. A blog is effectively an online diary and are not meant to be written formally as you would with a conventional press release. They are more casual and therefore can be written quicker and are more appealing to update regularly. The content of a blog could be your own thoughts on a particular matter, any advice you can give to people or even commenting on a news article.

Tip: Don’t use a free blog such as, as having a URL of will not give your website any measurable benefit. Having a URL of is a much better solution and quickly improves your rankings and drive increased traffic to your website.

If you would like to find out more about blogs or any of the points touched upon in this article, then please contact Us and a member of our team will be happy to talk to you.

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4 Comments Coupons | March 7, 2010, 9:18am
Great article very helpful. I know most of this stuff but its nice to have it all laid out in one place for reference....
Search Engine Optimization | April 16, 2010, 7:34pm
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