SEO or Search Engine Optimization, is the art of ensuring that your site shows up as one of the first results on popular search engines (like Google).

Study after study has shown that most people only look at the first page or two of search results to find what they are looking for. When building a site it is therefore essential to be constantly striving for search engine optimization – what is the value is having the most beautiful website in the world if no-one looks at it?

Here are the first questions we always consider:
Who is your customer and what do you imagine they will enter as search words to find your site?
What are the key words or phrases defining your business? Try to stick to two or three phrases that really make you unique. Too many will thin out your site.

From there, we need to ensure that these words are placed in the right places in the right frequency for the search engines to find your website.

Every SEO designer will have their own pointers and the search engine programmers themselves keep us on our toes by changing their robots regularly. Here are some that we use here at Orbit:

• Use a site map
• Use friendly urls where possible. Search engines are slower about trawling a page named index.php?id=14 than they are for a page named products.html
• Frequency of words – here you just need to have more than the competition! So if you're selling something very unusual you should be good to go. For everyone else, try for repeating your keyword around five times per page. Remember though that Content is King and you need to keep readability in mind always.
• Placement of words. For SEO purposes, try to have links to your important keywords with the word inside the link too.
  For example <a href=”/ahwatukee/ahwatukee_seo.html”>Ahwatukee SEO solutions</a> is going to do better than <a href=”page15.html”>How to optimize your page</a>
• Title and meta description tags are essential – even though we have a feeling that Google doesn't really pay much attention to the keyword tag any more, it'd be foolhardy to leave it out. The title tag, while it might not help you show higher in the ranking, will help viewers choose you as the one to click on.
• Images alt tags should include your keywords always.

Finally, when considering SEO strategies, be careful to not spam your search engine. They can and do blacklist sites that overdo it and then you won't show up at all. There is even a phrase for this - “keyword stuffing”. Keep it clean and to the point.

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