Land Rover UK TOV Guidelines

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LAND ROVER <strong>UK</strong> COPY GUIDELINES 32 CONNECT WITH YOUR READERS ESPECIALLY WHEN IT COMES TO SEO WHAT IS SEO AND WHY IS IT IMPORTANT? If we want to be found by our customers online, we need to master the search engines. And that means using Search Engine Optimisation (SEO). SEO is the umbrella term for all the methods we can use to try and improve our site’s ranking in search engine results, in order to try and increase the quality and quantity of visitors to our website. There are many things that help determine search results. These include keywords, link structure, site speed, time on site, header tags, title tags, meta descriptions and anchor text, to name a few. SEO is a huge topic, one that deserves its own guide, and the world of SEO is complex and ever-changing. So we won’t cover everything there is to know here. But we will try and give you a small bit of knowledge that can make a big difference. And if you’d like to learn about SEO in greater detail, please contact a member of your Spark44 DX Account Management team, and they’ll provide you with the right documents.
LAND ROVER <strong>UK</strong> COPY GUIDELINES 33 CONNECT WITH YOUR READERS ESPECIALLY WHEN IT COMES TO SEO HOW NOT TO USE KEYWORDS Keywords are very important. They are how you tell the search engines what your page is about. At one time, copywriters would use the same keywords over and over in an attempt to rank higher in searches. This is called keyword stuffing. But Google and other search engines wised up to it and began penalising websites that did it. Why? Well search engines are in the business of connecting an audience with content that’ll satisfy their search intentions. So they use algorithms that do their very best to favour high-quality, informative content. When content isn’t written for a human audience, but instead is structured to game an algorithm, the result is usually a spammy, artificial read. Consequently, keyword stuffing is considered an unethical technique that goes against SEO best practices. HOW TO USE KEYWORDS The main thing to remember when it comes to writing SEO copy, is that the aim is to try and sound both relevant to search engines and yet natural to the audience. It can be difficult to strike the balance. But with practice comes perfection. Stuffing your pages with key words will only make your copy read badly and harm your ranking. What you want is for your content to include key words, and similar phrases to your keywords, but to sound natural, not forced. Think humans first, search algorithms second.
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Land Rover UK TOV Guidelines

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