Tips for Search Engine Optimization

In a few simple steps, you can ensure that your website is found in Google when a potential client is searching for your products or services.


You have to figure out the words that your clients/potential clients use to search for your products or services in Google. A potential client most likely does not use fancy words or proper product names that you use in your brochures for instance. A client will search for ”payroll”, not ”personnel management services.” A potential client may not even be searching for the exact product you offer, but they have a problem, and you have the solution. Which search words would they use?

A good search term typically contains 1-3 words, such as ”Accounting firm London”. Words that are too narrow work poorly, such as ”coaching and consulting”. Write down 10-20 of your most important search words.


The keywords must be on the page, as real text, because keywords cannot be stuffed or hidden in the code of the site. This means that the website needs to contain real content, that corresponds to the keywords. One page can be optimized at the most with three keywords. So if you have 30 keywords, you will need at least 10 -15 pages of content. Choose the pages that have content that corresponds with the chosen keywords the best.


Now this is where the real optimization work begins. Add keyword/keywords to the following elements:


The title, or headline, is the most important element on the page. The title is visible in the top bar of your web browser:

In this example, Accountor Group does not take advantage of the home page Title (this is the most important element of a website) for search engine optimization. Instead of using great keywords to describe their core service, it says, ”Welcome to Accountor Group” in the title.

The title should be short and should only contain keywords. Don’t come up with fancy slogans such as ”Fast and customer-friendly accounting firm”, because the additional words weaken the weight of your keywords. The most important keyword should be first; this can be followed by the company’s name if that is absolutely necessary. In the code the title looks like this: <title>Fast and customer-friendly accounting firm</title>.


The pages first header should contain the same keywords as the title. The header has to be between the <h1> </h1> tags; for example <h1>Accounting services</h1>. When using a content management system it should automatically be correct. If the headers are only formed using commands, such as <span style=”color:red”>Coffee machine rental</span> search engines will not understand that this is a header, and will give it no additional weight. Headers that are pictures will also not be read by search engines, so please don’t use pictures as headers!

In this example the most important header is between the h3 tags, not the h1 tags, therefore Google does not consider the header very important.


Use your keywords a few times in the main text. Do not spam; if you use the same words too often, Google may consider this spamming, which could result in Google completely excluding your website from the search results. It is preferable to have the keywords in the first paragraph on the page. Keep in mind, that the content on your page should primarily be written for your visitors, not the search engines.


Now the basic optimization for you website is finished, and all the keywords have been placed into the content of your pages. All you need to do is wait a few weeks at the most to start monitoring the results of your optimization efforts. With any luck Google will index your website within a few days. By clicking on the Cached link next to the results, you will see the most up-to-date version of the page that Google has indexed. This also allows you to see which day Google last indexed your page.

If you really want to grow your client base and sales, your website needs to be in the top three positions in Google’s results. The previously mentioned methods for basic optimization are not enough to achieve a position this high, especially if your competitors also invest in optimization. If a highly competitive situation is the case, SEO-experts and search engine optimization companies can help you.

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