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SEO – How to Make Your Content Visible to Search Engines

SEO - How to Make Your Content Visible to Search Engines

What are Search Engines and what does SEO have to do with them?

SEO is short for Search Engine Optimisation. Search Engine Optimisation is the process of increasing the visibility of web pages and thus, websites, in a search engine’s unpaid results, often referred to as “natural,” “organic,” or “earned” results.

Search Engine – a programme that searches for and identifies items in a database that correspond to keywords or characters specified by the user, used especially for finding particular information on the World Wide Web.

Examples of Search Engines are – Google, Yahoo, Bing and Yandex.



Using SEO to get to the top of the SERPs

SERPs – Search Engine Results Pages

Using the correct “keywords” and “long-tail keywords” for your product or service is the key to getting people using search engines clicking onto your site!


So if you want to:

  • Increase your web page visibility
  • Increase clicks to your website
  • Convert more visitors into leads
  • And ultimately increase your sales through organic search traffic


Then it is worth taking the time to think about what words your prospective clients would use to search for your product or service. You have to discover and get to know the broad keywords and more specific long-tail keywords that your potential customers would use when searching for your product or service.

Then you have to carry out some on-page SEO to allow search engines to understand what your content is about and achieve better page ranks.


On-Page SEO

What is a Title Tag and how is it used for SEO?

Title tags, technically called title elements, define the title of your web page. Title tags are often used on search engine results pages (SERPs) to display preview snippets for a given web page and are important both for SEO, achieving good Click-Through-Rates and Social Sharing.

The title element of a web page is meant to be an accurate and concise description of a page’s content but it must also be clickable and engaging. This element is critical to both user experience and search engine optimisation. It creates value in three specific areas: relevance to search terms used, the creation of interest and thus Clickability and finally as an accurate introduction to the rest of your content.


Some key SEO points to make your Title Tag work for you


1. Place the keyword that you are trying to rank for at the beginning of the title

An example of this would be:

Volvo car sales increase with the launch of the new XC90

The above title would now be more likely to appear in searches for ‘Volvo cars’ and could be considered good SEO.


2. Try to make your title memorable and stand out

For example:

New Volvo XC90 – What is it like to Drive? Full Review

is more engaging than say,

Volvo XC90 Review

wouldn’t you agree?


3. Use LSI Keywords where you can

LSI (Latent Semantic Indexing) keywords are words that are commonly found alongside the keywords that will work best for your product or service.

These are secondary keywords.

Examples of LSI keywords for ‘biscuit’ would be: ‘crunchy biscuits’, ‘biscuit recipe’, ‘chocolate crunch biscuit.’

To learn about LSI keywords in more detail read, “LSI Keywords – Improve Your SEO With Latent Semantic Indexing” by Nikolay Stoyanov


URL and Meta Description

The URL of your web page is its actual page address, for example, this article’s URL is:

The meta description is a short excerpt usually used to describe what your web page topic is. These, along with the title all appear in search engine results pages and are used for SEO to help your page rank better.


What are Natural Links?

There is often fierce debate regarding what can be considered to be a ‘Natural link’, especially with Google’s new position on links on blogs to products that have been reviewed. Generally speaking, natural links for the purposes of SEO, could be links added by bloggers, website owners or links shared on social networks and forums, etc. that link to your content (blog, images, products, videos, etc.)

These links exist because the linker feels they would be useful for their readers and adds value to the content on their blog or website.

Where these links are paid for they would not be considered natural.

Simply stated, as you gain links you gain ‘link love’ and your page begins to develop authority and begins to climb the search results chart. Think of natural links as ‘votes’ for your content. It is of course also important that you link to other sites so that search engines see that you are willing to share ‘link love’ too.



Good Quality Content and SEO

The final SEO point in this article is the use of high-quality content. The fact is, you can have a stunning website design and optimise your web pages using on-page SEO and link building campaigns to the max, but if your content is poor you will not rank well. This is because search engines aim to deliver relevant, high-quality results. If they didn’t people would quickly stop using them.

Thus, you need to write for people first and strike a balance with your optimisation efforts.


Create good content by:

  • Supporting your information with facts
  • Be entertaining
  • Be educational or informative
  • Be visual, use graphics, videos, charts etc
  • Solve problems using ‘How-To’ articles


Promote Yourself Broadly

How do you create interest in your blog or company and its products? It is very important that you promote your own web pages by sharing links to them. Spread the word through media platforms such as Facebook, Twitter, LinkedIn etc. More on this in upcoming articles.

Don’t forget to promote yourself to your existing contacts too, using email and any other means available to you.

The best way to become a link magnet is to create good content and make social media connections with others who are candidates to link their content to yours.


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  1. Nice article! I am especially interested in LSI keywords. Given that this is a strategy which can be exploited, do you think that you can overdo it with LSI keywords? I mean, at this point, there are no Google penalties for overuse of LSI keywords but do you think something of sort will be invented in future if people start over-optimizing?

      • Gordon Wridgway
      • 12 April, 2016

      Hi Nikolay,

      Thanks for your comment.

      To answer your question… I would say yes, one could overdo it. As you say there are currently no Google penalties, however, I think it could be quite easy to overuse LSI keywords from a readers perspective. I think one will find readership dropping where one overuses the LSI keywords and this will be penalty enough without the need for Google to add its own. Of course they may add penalties of their own at some stage.

      I see you have written extensively about LSI keywords so I am definitely going to go have a read. 🙂

      Thanks again for your comment.

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