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Scotland Search Engine Optimization

1. Select great Scotland keywords.
2. Convert keywords into traffic.
3. Link building

1: Select Great Scotland Keywords

Your first priority should be to select great keywords that describe your organization or business and the content within your Scottish Web site. It might be tempting to save time by developing a list of keywords, some specific and others broad, and then applying all of them on every page throughout your Scottish Web site. However, you will achieve greater results by selecting 10 custom Scottish keywords or phrases for each page of content within your site. For example, select 10 keywords and use them exclusively on your home page, followed by 10 different keywords for each subsequent page of content.

When selecting keywords, avoid words that are too broad or vague. Broad or vague keywords provide little benefit because it is highly likely that too many other pages are currently indexed in the search engines using those keywords. To illustrate, let's use Scotland as an example. Open a new browser window and go to Search on the term "Scotland". Look at the upper right corner where Google displays the number of pages currently indexed for the keywords. Google has already indexed about 380 million pages for "Scotland".

Instead of competing against 380 million pages for "Scotland", you might, for example, choose to optimize a page of content for "scotland traditional crafts". This phrase if it truly described your services is likely to achieve a high ranking. To illustrate, go back to Google. Search on "scotland traditional crafts". Google has indexed far fewer pages, and thus it would be more likely that you would receive relevant hits.

2: Convert Keywords into Traffic

Once you have selected great Scottish keywords, the keywords must be incorporated into the right locations within your Scottish Web site to drive more traffic. Some of the best places are within your site's page title, META description, and META keywords. Google, Yahoo, and MSN look for keywords in these locations to help properly index a site's content.

Next in importance is the META description and META keywords. Both are used to describe the content found on a particular page. To locate the METAs, open a new browser window and go to any web site. Click on the "View" drop down menu within your Internet Explorer window. You will see several options including "View Source". Select "View Source". This will display the HTML used to create the web page you are viewing. At the top of the page, you will see the META description and META keywords.

You will achieve the greatest success if you develop custom page titles, META descriptions, and META keywords for each page within your Web site using the keywords that you selected earlier.

3: Link Building

Link building is a Search Engine Optimization term that means requesting other Webmasters to add a link to your Web site within their Web site. This usually takes place in two ways. Webmasters will sometimes add your link within their own site's content because your Web site could be a valuable resource to their site visitors. You can also encourage Webmasters to post your content onto their Web site provided they include a link to your Web site within the credits.

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