What is the point of decorating your home, fitting it with a new kitchen and adding a loft conversion if the foundations are poor? In other words, there is no point in spending all your energy writing search engine optimised copy, building up excellent complementary links when the basic structure of your website is faulty.
Websites need to be designed and built by website experts who have a clear understanding of website construction and the way search engines crawl web pages. Getting your site right should be an integral part of your Search Engine Optimisation strategy. Of course, if your server is unreliable then no matter what the level of SEO brilliance, if you’re off line because your server is down then that is simply your money pouring down the drain.
Assuming that your server is reliable, then you need to look at how your various web pages interact and, at the same time, ensuring that your html is accurate. Ideally, for good SEO practice, it is reckoned that web pages should not be bigger than 150k as larger pages than that are generally not completely cached by the servers and, therefore, will not be read by the search engine spiders. In other words, SEO is only truly effective if the entire copy on a web page can be read by the search engines. Also, another point to bear in mind, although most people have reasonably fast broadband services, the larger the web page the slower it is to download – and people get bored very easily.
If you build it right, they will come and that is especially true if SEO is incorporated within the title tags and Meta tags and, if possible, within your website’s URL. If you can distribute a few key words into the tags, it will add to your website’s overall search engine optimisation profile. Of course, it is equally important to keep your URL reasonably short but it should include enough recognisable information to be able to tell an observer who you are or what your website sells.
Lastly, your website copy should be really well written, not too long but rich in key words that have been researched and are relevant to your products and services.