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Unless your generating lots of traffic to your site via blogging, social media or some other method, you'll need to optimize your web pages and continuously monitor rankings and adjust your meta tags and readable text. Search engine rankings are very fluid, in that other website come and go and their respective rankings are also changing constantly. There is no magic bullet to rankings but there are simple activities that you or your website assistant can do to improve them. From my experience, these activities (in no particular order) can improve your rankings:
- identify 2-3 primary keywords for every page and use these keywords to optimize your meta tags and text. every page in your website should have it's own unique set of keywords.
- link back to your web page from other pages in your website using your primary keywords. you can also generate your own buzz and links via your blog and social media accounts.
- reduce and clean up the code that makes up your web page, leaving behind less code and more page text and higher keyword density.
- add robots.txt file to your website.
- add sitemap.xml file to your website and your google webmaster tools account. (sitemap generator)
- ensure your home page acts as a road map, letting the visitor easily determine the path to the information their looking for.
- add a call to action to every page. although it's their choice, let the visitor know what action you want them to take.
- grow your website and regularly add new, informative and optimized web pages.