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Web Principle #6: Optimised for Search

Rebecca Giles -

SEO or ‘Search Engine Optimisation’ is the process of getting the highest possible rank for a web page on search engines. The higher your page’s rank, the higher the number of potential visitors.

Writing great content is the first important step in the journey towards achieving great SEO. Once you successfully achieve this step, adding the bells and whistles such as keywords, metadata descriptions and even logical headings, means search engines will find us and, more importantly, our audience will engage with us.

Getting your content right

Take the time to plan your content. Who do you want to talk to? What do you want them to know? What do you need them to do? If you write pages that work for your audience then you’re most of the way to achieving SEO.

  • Make sure your headings are clear, descriptive and have a logical order (i.e. H1, H2, H3 tags).
  • Download the SEO and writing for the web checklist for tips on how to write great content and use keywords that search engines will love.
  • Scatter your keywords throughout the page content, but don’t overload! Over the years, lots of people have tried to trick search engines by repeating keywords over and over – so much so that the search engines are now one step ahead and capable of punishing sites that use bad SEO practices.
  • Research your competitors and plan your keywords using Google Adwords Keyword Planner and Google Trends.
  • Remember to use your keywords in the page title where possible!


Metadata is a must

Always add a page description (usually 140-160 characters) in the Dublin Core section of the Metadata screen. Use a warm and personal tone to create a unique description for your page. Make sure to include primary keywords or secondary keywords in your description.

If you haven’t checked out your metadata lately, have a go at updating it. Put your keywords in if they are missing.

Dublin core

Review and Update

Always check your content’s performance by reviewing your analytics. This will help you make improvements if needed. If your content is not performing well, update it, search engines will give prominence to relevant and current content.

Need more help?

You can find more SEO resources in the Support Portal including:

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