How to Optimise Your Website Content to Improve Search Engine Results

Google uses a system called Latent Semantic Indexing or, how words relate to each other and how likely one word is to appear with another, to determine what pages are about AND how good they are. For this reason we optimise or ‘theme’ website pages based on a number of phrases to help Google rank your website higher in search results and help get your website found by users searching for popular phrases. 

Theme words are those used ‘around’ your main phrase(s) which are highly relevant to the subject matter and give Google a clear view on what your page is all about.

How do we theme a page?

To theme a page well, we use a keyword spider to determine what ‘theme words’ and ‘theme phrases’ are used by the top ten websites that appear in Google for your chosen phrase(s). The top thirty or forty most used, and highly relevant theme words, are then selected and used within the text on your page. The theory is that if we are using the ‘best of the best’ theme words around our chosen phrase, then our page will be better themed than those already in the top ten of Google search results.

The phrases themselves are used within the ‘title tag’ and ‘meta description’. These then sit in the code of the page and are not visible. The main keyword phrase will also be used in the ‘H1’ heading of the page.

The textual content for each page should be relevant and original, quality information, peppered with the unique words used to make up the selected keyword phrases. Content should always be written naturally without trying to force words and phrases into every available space. This ‘keyword stuffing’ will result in poor or even penalised page indexing.

When we optimise pages, we have to remember to write for the audience in mind, adding to their value and ‘enjoyment’ of the site, using the above as a guide, and your pages should rank well. More importantly, they will rank well for a long time to come, whatever changes occur at the search engines.

It is not just information sites that can rank well at Google – properly constructed eCommerce sites will always accommodate for good SEO and additional ‘information’ pages can be added and themed to drive more traffic to the site.

Internet affiliate marketers use these principles to great effect for their sales sites. If their pages are not in the top ten, the likelihood is that they don’t get found and they don’t make a sale. It is vitally important therefore that they create quality content that is not only found by Google but that is compelling enough to close the sale with their visitors. The same principles can and do apply to B2B and B2C websites.

Want to know how to improve the content of your website to be found in search engine? Contact Mark or Alice on 0121 321 2828 or email 


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