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SEO Web site report Occasions Catering
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The web site problem:
Despite a stylish and modern looking web site, the site
has never generated sufficient bookings or even enough hits to justify its
running costs. In the previous 12 months, the hits on the site had gone
down from around 1000 per month, to less than 200 a month. The website itself had
many of the qualities needed to rank well for the required keywords, although
the web pages were not optimised for search engines.
The web site was not ranking well in searches for the main keywords
and key phrases such as 'outside catering in Liverpool'. The site had no optimisation
for local area searches, although did appear in some local searches. The site
did not immediately say 'quality catering in Liverpool' to the viewer within
the first 4 seconds of crucial 'stay or go' browse. Above all,
there was no 'call to action'.
Stage one is now completed. Following a free on-page SEO web site appraisal, and
without changing the look of the site too much, the entire site was re-built to
the latest littledetails.co.uk design standards.
- Using the XHTML Transitional Doctype, and the UTF-8
Character Encoding in the head area.
- Ensuring all web pages validate to the above Doctype.
- Giving each page a unique page title tag and meta description.
- Removing layout tables in favour of positional div tags.
- Including a keyword rich but unique h1 header tag at the top of every page.
- Moving the CSS cascading style sheet to a separate file.
- Changing image links to text links for all pages.
- Creating an unordered list of the main links to make the links more contextual.
- No-following the home page link in the top menu of links and including a
keyword rich home page link in the footer with the anchor text
'Occasions Catering Liverpool'.
- Removal of the meta keyword tag as this is no longer used by search
engines and only adds complication.
- Creating two h2 header tags per page to create tiered hierarchy of headers.
- Adding text content to each page to tie in with the targeted keywords,
including local keywords of 'Liverpool', 'Merseyside' and 'North West England'.
- Highlighting the main keywords in the text with 'strong' tags.
- Including images within the HTML on page rather than in the CSS so
that the images can contain keyword rich alt descriptions.
- Including social bookmarking and validation links in the footer.
- Including Google site verification and Analytics code to track the hits and traffic.