Search Engine Optimisation – A Practical Example

Search Engine Optimisation is commonly referred to as SEO. This is the process of aligning the content of your website to what your potential customers are searching for. For this article, I am focusing on a particular request we received from a client. They are a special gas burner manufacturer. One of their products is a Ribbon Burner. Searches for “Ribbon Burner” were not appearing and they wanted us to do something.

As you will be aware, there are 3 main search engines: Google, Yahoo and Bing; with around 67 percent of all searches going through Google. It is vital to ensure that your website/blog gets to the top of the ranking. I will be explaining how to organically promote your post.

Potential customers will start their search by using their desired search engine and typing in keywords such as your company name (if known), product, category or location. With these keywords, the search engines will search their databases of millions of webpages they have logged. The results of this search are what the search engine deems to be the closest match to your desired search.


If I was to create a post promoting Ribbon Burners, then there are numerous ways that can boost your ranking. The first thing that you need to know is how your target market searches online and especially what keywords and key phrases they are likely to use in the search. These are the words that will navigate the traffic to your website. For example, if I was to search “Burners” on Google. It doesn’t specifically show the product I was looking for. Equally “Ribbon” isn’t very helpful. As I am looking for ribbon burners, the keyword/keyphrase is “ribbon burners.” This then narrows the search down to specific sites and products.

Google, in particular, has several tools to help select and improve your keywords choices with the aim to increase traffic to your website, for example:

Try to include your Keyword in your page title, URL (webpage address) and page content (On average for the best results – 2.5% of your content should be your keyword or phrase.) You can even save your image files using your keyword as (part of) the page title; for the maximum effect. Other areas in which you may include your keywords and phrases are in the tags – such as title tags, meta tags etc.

When constructing an article about ribbon burners the key points I would consider are:

  1. Short URLs work better for SEO
  2. Localisation – Websites having display maps, local listings and reviews will have a higher ranking and most importantly attract potential customers nearby.
  3. Media – Content that includes Images and Videos will work better for SEO.
  4. Finally, the quality of content. To optimise the search, many of the search engines require good quality content.

Web sites that are ‘optimised’ have a greater chance of being found if they appear on the first page, or the second page of the search results. With a greater advantage of being found, comes also the possibility that your company will be chosen by the viewer. This leading to the greater likelihood of your business obtaining any purchases made. In turn, the higher the search ranking, the more traffic to your website and the more chance of some of the viewers selecting your company for their purchases.

Regarding our work for our client on ribbon burners, I am pleased to report that we achieved page one Google listings within two weeks.

Remember: The higher the ranking…The more traffic your website will get!

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