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SEO > WALT™ search engine optimisation - Words

The core components of our WALT™ search engine optimisation strategy

Our search engine optimisation (SEO) strategy revolves around what we call our “WALT ™” principles:

W . – Words

A . – Address

L . – Links

T . -- Tags

W. -- Words

The most important factor when evaluating any successful website, search engine optimisers have always used the motto “content is king”. Despite various efforts to circumvent this, whether through tactics such as keywords stuffing* or link farms**, the continuous addition of quality new content to a website has always shone through as the one virtually surefire method of growing traffic.

Keyword rich text

When we produce text to go on our websites, we always focus on the need to selectively use the keywords which are relevant to each article. However, we will not deliberately stuff in extra keywords just so that our text can look good to the search engines – the most important aspect is always the end-user experience as this ensures high traffic successfully converts to high revenue.

For example, we invite you to compare the following two paragraphs, which are both from websites offering flights to the USA :

Example of spam text:

Cheap flights to the USA - Cheap flights, indeed the cheapest flights to the USA , are easy to find with ***** …Find cheap flights, cheap hotels and motels and holiday villas in the USA with ********”

Example of quality keyword rich text (keywords highlighted):

“There are more flights to the USA than any other long haul destination. In fact, the UK accounts for around 40% of all transatlantic flights, the vast majority of which are fed by flights from elsewhere in Europe though London's hubs at Gatwick and Heathrow.”

We think that keyword stuffed text is difficult to read, and offers no real value to the end-user. Ultimately, as search engines become more intelligent in how they read text within websites, we think that keyword stuffed text will become less and less relevant.

Selecting the best keywords

The first part of any web design project should be to find out if there is a market for the products or services which are intended to be sold. By deducing the extent to which people are searching for a particular product, it can be possible to estimate how many daily visitors a site is likely to attract, how many of these visitors may be converted into sales, and how much profit the site is likely to generate.

Our quality standards

We do not just believe in creating text for the sake of building “Google™ fodder” to keep the search engine spider*** happy. We believe that a good web site should contain large quantities of useful and well indexed information, although quality is still just as important as quantity. We are particular about maintaining a high standard of written English, with careful regards to using the correct spelling and decent standards of grammar and punctuation. All of our content is proof-read at least twice. For external clients, we are prepared to guarantee that our content will be error free, and to back this guarantee up by offering a cash incentive for any web site users who notify us of errors.

* The repetition of the same keyword many times over on a web page, for the sole purpose of boosting ranking on search engines.

** Sites set up to exchange links with other websites for the sole purpose of boosting “link popularity”. This is a major factor used by some search engines to determine relevancy.

*** Spiders are computer programmes employed by search engines to follow links from one site to the next, adding new content to the index as they go.