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Earlier this year, we completed work on Dayco Landscaping: www.daycolandscaping.co.uk, this included web design & development, copy writing and on page search engine optimisation.

This site is yet to have any link building / earning, blog writing or social media promotion, so it is perfect for a case study looking at the ranking power of on page SEO.

Whilst most websites will require some inbound links & social media activity to gain and maintain a high SEO rank for well searched for keywords. Keyword mentions in both the domain name & URL, as well as the on site content, can start to establish some well ranked keywords on Google & Bing/ Yahoo.

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There isn’t an optimum number. We can optimise for as many keyword search terms as you like over the course of the project as some projects can run for years. However the optimum number of keywords for your website is dependent on the level of competition, the results of visits once your site ranks well (enquiries + conversions) as well as the available budget.

It depends on the goals of your website, some just want to be found and read, a blog for example, whilst if selling products, the aim is going to be sales and which keywords are going to convert best.

Some SEO’s will advise using what is called long tail keywords and lot’s of them, whilst others will advise using more competitive short tail keywords with a more stable monthly search volume.

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Internet or online marketing is a term which some will say is outdated / old fashioned, however I still feel it perfectly encompasses what we have to offer. Marketing for those viewing whilst being connected to the internet, hence we still use the term.

This will be a series of basics for those just starting out in the industry, whether via education or work, prompted by a phone call in December 2012 from a 1st year marketing student, this reminded me how vital it is to learn the basics initially, how daunting lots of information can be and the value I got from basic blog posts many years ago!

For those looking for something more substantial, see here : inbound.org. For newcomers, enjoy and I hope you find it useful.

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