Welcome to your guide on the best practices for search engine optimization (SEO). We will be covering how you should create quality content and services.


Interesting sites will increase their recognition on their own

The best way to boost the reputation of your website and to rise in search engine rankings is to create relevant and enjoyable content. Good content will inspire visitors to share with others, which will create higher traffic on your site. Your blog posts, social media presence, email campaigns, and other content marketing tools will only be shared if the content resonates with your audience. Organic traffic is the quickest way to raise your reputation online, and the easiest way to get that traffic is through great site content.

Anticipate differences in users’ understanding of your topic and offer unique, exclusive content

The search terms that a searcher uses to find your content is largely dependent on the user. Someone well-informed about a topic may use more targeted keywords in a search, while someone with a vague understanding of the topic may use a general term. For example, a potential customer looking to get help with tax preparation may search for “taxes” and someone else might search the more specific “tax return preparation services.”

Regardless of the search term, you want your content to reflect the content for which users are searching. The Keyword Tool provided by Google AdWords is helpful in tracking what variations of your keywords and phrases are searched most often, and how new keywords can help your search reach. Google Webmaster Tools is also helpful in this endeavor, as it tracks what search queries led users to your site and which keywords were referenced most often.

Find something your site can do that no other site is offering. Whether it’s a new and intriguing take on a popular subject, a product or service that is in high demand, or simply a platform for discovering something new online, the best way to stand out is for your site to be something that people need when they can’t get it anywhere else.


The type of site you have is unimportant in the grand scheme of things. Good content and website usability is essential for every type of website.

Write easy-to- read text

Visitors to your website will stick around and come back for more if the content is easy to read and straightforward.


– Spelling and grammar errors or sloppy writing.- Including embedded text in images. This makes it more difficult for search engines to read and users to copy and paste.

Stay organized around the topic

The more organized your content, the easier it is for users to navigate and find what they are looking for. Make clear separations between topics so users can follow the natural flow of your website more quickly.


– Having large blocks of text without any separation. Even text-heavy articles can appeal to a wider audience if they are properly formatted to break up the layout. Use of subheadings and titles can be helpful in separating the sections.

Create fresh, unique content

If users see the same thing over and over again when they return to your page, they are unlikely to return. Regularly adding fresh content ensures your visitors keep coming back for more.


– Going too long without adding new content. If you have a blog, update it regularly, or add tidbits here and there to ensure users are getting something new when they return to your website.

Create content primarily for your users, not search engines

While one of your main goals should be appealing to search engines, your first priority should be appealing to the users who will visit your site. Keep them happy, and they will keep returning.


– Keyword stuffing. While it may get you higher in the rankings on a search engine, irrelevant keywords that don’t match the content will most likely turn people away from your site.
– Having text blocks that don’t appeal to users.
– Making text easy to find for search engines but difficult for users once they reach your site.

Next, learn about writing better anchor text or click here to learn about making your site easier to navigate or here for the introduction to SEO Best Practices.

If you need help with your SEO:

  • Determining if you need to be on search engines
  • Getting found on search engines
  • Getting phone calls and email leads from your web site
  • Where to start with you web site

Stay in touch with us

If you have questions or want to know more about the services we offer, please call us at (613)627-3926. Salient Marketing is located in Ottawa, Ontario and has a 12-year reputation for helping local businesses improve their websites with SEO-based marketing solutions. Let the experts at Salient Marketing put their experience to work for you and your company.