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Five tips on search engine optimisation (SEO) 

Pointers from Adam Bunn, Director of SEO, Greenlight

1. Research the SERPs

Nowadays SERPs (search engine results pages) are populated with many different types of content, from video to news, maps, images and shopping results, in addition to the traditional sort. Make sure you know what type of results tend to appear for your target keywords before you begin.

2. Optimise page speed

Google has been using page speed as a factor in its ranking algorithm since April 2010, and it’s more important than most people think. For maximum benefit your pages should load entirely in less than a second.

3. Pay attention to bounce rates

A bounce is when someone does a search, clicks on your site, and immediately clicks back to the search results. Search engines are collecting this data and they use it to validate their suspicions about the quality (or lack thereof) of your site.

4. Be unique

Yes, there’s the obvious and much-trumpeted principle of avoiding duplicate text content (which search engines hate) but, more fundamentally, think about the proposition of your site. Is it really any different to the hundreds or thousands of other sites offering the same thing?  What makes your site remarkable?

5. SEO doesn’t exist in a vacuum    

…rather, it should be considered an integral part of your broader marketing efforts. If whoever is responsible for your SEO is also aware of what’s going onin social, online PR and TV in particular, then they can often “piggyback” SEO on your other campaigns.

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