The Three Layer SEO Approach

There has been much discussion over the years regarding the design of websites in respect of the search engine robots. The general rule seems to be that one should design a site for humans and not employ any ‘tricks’ to gain advantage. Whilst this is all well and good it has made me think how best to design for humans.

It is my theory (unproven but seemingly sensible) that there are three levels to consider if one wishes to be found by people using search engines:

One needs to consider the keywords and phrases that people may use and ensure that those words appear on the webpage (no real surprises there).

One needs to ensure that actual page content meets the expectations of the visitor. After all, there is no point in being discovered via a search engine if the visitor visits and then leaves because the information offered was not relevant, correct or complete (again, STBO).

But….

One also needs to make sure the visitor clicks on your link in the SERP rather than someone else. Essentially, it is the page title and description that is employed to achieve this aim.

We can all nod sagely and agree that the above should be so but how many of us actually spend time crafting and constructing enticing, interesting and relevant page titles and descriptions? I can optimise for chosen keywords, ensure that the page is visually stunning with a wealth of information but unless I make sure the title and description draw the searcher to my site then all my efforts will be in vain.

(The beginnings of an article that may one day end up with all my other articles when I finally get to the end of my things to do list).