` A study of Search Engine Optimisation methods by Gareth Rogan ...

Literature Review Gareth Rogan
will apply these techniques to a website and determine whether they actually yield a
significant result.
2.2 The Techniques
In order to see if there is a clear improvement in the ranking of the website, it is first
necessary to establish the baseline for the website currently. Grappone Jennifer &
Couzin, Gradiva (2006) Search Engine Optimization: An Hour a Day. Indianapolis,
Indiana: Wiley Publishing, advice that this process should start with selecting the
keywords for which we want to optimise our site for. Once the keywords have been
selected, there popularity should be determined, and a list of competing websites can be
compiled.
The basic optimisation starts with working on the page titles on the site. It is important
that these are carefully written. The page title should contain the keywords that we have
selected (or those keywords which relate to the particular page in the site). Each page
within the site should have its own page title.
Similar to the page titles, the Meta tags must be optimised. The Meta tag needs to be
informative and contain the keywords that have been selected. It should not be a copy of
the page title and should be contain as much information as possible about the page,
without writing an entire document.
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