Web optimisation is the process or rather series of processes that when carried out well will ensure that your site is seen by the people who need to see it -your customers. Many businesses will seek out companies who are experienced in this area to optimise their site. Most charge very large amounts of money to get your site promoted in the rankings with ongoing retainers to keep you there. Yet most of the techniques and processes used are relatively simple to carry out and given the right level of commitment, an ongoing ‘maintenance’ programme will keep your site there. This paper is all about how you can get your site to the top of the search engine rankings and stay there.

The web is continually changing and new ideas such as blogging and social networking and other so called Web 2.0 techniques are constantly being introduced. (For those of us who are perhaps not aware Web 2.0 is NOT the next version of the internet but rather a collection of tools and techniques that are now being used on the Internet, two of which I have mentioned above.) Companies such as Google, MSN, Yahoo and others are always looking for ways to increase revenue Sherry Dyson . And the way they search for websites and index them in their own databases changes frequently. This means that if you do not keep on top of maintaining the position of your website, you will decline in the rankings.

We will describe here the seven main steps that you should consider in order to optimise your website. However before we start, do you know how many visitors you get to your website now? No? Well this is an important initial step as you will not be able to see the effect of your optimisation strategy and will not be able to adjust your programme over time as you will not know what works. Therefore you need to be able to track not only visitors to the site but indeed visitors to each page, how long they stay there and to measure your bounce rate. This can be very simply done using Google Analytics. They will produce some code that you can cut and paste into each page of your website and from then on you will be able to receive regular reports on visitor numbers and more besides. More information on Google Analytics can be found on the Google website where you will also find many other useful tools to help you.

Monitoring editorial content of news sources including newspapers, magazines, trade journals, TV and radio stations is by far the most common type of media monitoring. This typicalls is called “news monitoring”.

Most companies, government agencies, not-for-profit organizations (e.g. hospitals, universities, associations, etc.) and individuals such as authors and celebrities utilize media monitoring as a tool to identify mentions of their organization, its brands, and executives in news media. Some organizations also deploy media monitoring tools to track the success of their news releases, to find information about competitors and specific issues relevant to the organization, to benchmark performance against competitors, to manage corporate or brand reputation, to gather industry intelligence, to better understand the strengths and weaknesses of corporate communications, to identify new business opportunities, and other purposes.

In addition to monitoring news, many organizations now also monitor social media on the Internet, tracking word of mouth mentions about their organization in social media such as Facebook, Twitter, blogs, message boards and forums. This is commonly known as social media monitoring, word-of-mouth monitoring, or buzz monitoring.

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