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1 Content focus

Make sure the content of your site is concentrated on one theme. Consider the search terms you would like people to find your site with. For example, it will be difficult to be the first result on Google for the word 鈥渁rchitect鈥� but 鈥渟ustainability architect in Newcastle鈥� could push you higher up the search results, which encourages more hits. Identify your strengths and the words associated with them and incorporate these into your page content where relevant. Don鈥檛 overuse or spam your pages with words, though. It鈥檚 important that it all still makes sense to users.

2 Title and meta description tags

These are two of the most important pieces of content on each web page. Title tags appear at the top of the page and as the blue underlined title in Google search results. Meta description tags appear as the description in the search result.

They are found in your page code and can be changed by whoever runs your website, but are preferably written by whoever best knows your business and customers. They must be unique to the page they are on, descriptive of the page content and not more than 10-15 words for title tags and 20-25 for description tags.

Have a look at the tags of a site such as the BBC (by typing "site:www.bbc.co.uk" into Google) for good examples.

3 Blogs

Corporate sites often have the same types of pages 鈥� contact us, who are we, case studies, office map, news releases. Much of this information is rarely updated and it doesn鈥檛 provide much relevant or unique content for Google to search.

A blog written by a senior employee, such as the chief executive, can provide useful and interesting content as well as giving the business an outlet to engage directly with customers. It may also set you apart from the competition. Free tools such as Blogger and Wordpress make this easy to implement.

4 Google Webmaster Tools

Google will help you to improve your site for free. Just register your site on Google Webmaster Tools to receive detailed information about your site鈥檚 visibility in the search results. This includes page errors and reports, and allows you to submit a site map which will greatly improve your indexation in Google鈥檚 results.

5 External links

Good content will attract links to your site, but you can improve things further by looking for links from other relevant sites. It鈥檚 not just the quantity of links that matters; the quality and relevance of the sites are important too.

Encourage your customers to link to you by providing them with useful unique content for their site, such as a project case study, with a link to your site at the end of it.

Find out who links to your competitors by going to Yahoo Site Explorer. If someone links to your rival, you can give them a reason to link to you too.