Search Engine Optimization (SEO)

When it comes to search engine optimization there are two primary strategies that we follow at Princeton Information; the first being off page optimization, and the other is on page optimization. Off page optimization promotes the site with the creation of backlinks, while on page optimization refers to the handling and insertion of keywords within your site content. Backlinks allow visitors to navigate to your site, while increasing its popularity.

These key factors impact the all important Google Page Rank of your site. The traffic to your site can increase if it has higher rankings. Princeton Information helps increase the Google Page Rank by optimizing your site structure, keyword placement within the content, and the deployment of meta tags.

Google Page Ranking Factors

Google Page Ranking Factors

Target SERP

  • Search Engine Results Page (SERP) — This is what the searcher sees – your target audience
  • Lead off meta-description with the keyword-phrase and succinctly summarize the page
  • Keep the meta description under 165 characters

Meta Tags

  • Use meta description tags
  • <meta> description tags are what appear in the search engine results pages
  • Provide descriptions that convince visitors to click on the result
  • Describe each page differently to avoid any duplicate content issues
  • Limit the <meta> description tags to 160 characters in length


  • Write concise text
  • Both users and search engines like anchor text that is easy to understand
  • Use heading tags to emphasize important text
  • Use headings sparingly across the page
  • Body length of at least 300 words
  • Remove repetitive wording from the website layout
  • Unique content rules and increases authority rating

Optimize your use of images

  • Image-related information can be provided for by using the “alt” attribute
  • Store files in specialized directories and manage them using common file formats
  • Use brief, but descriptive filenames and alt text

Keyword Frequency/Density

  • Keyword frequency is the number of times your targeted keyword phrase appears on the page.
  • Keyword density is the ratio of those keywords to the rest of the words on the page.


  • Add footer links to every page
  • Link web pages using plaintext links, with the SEO keywords in the anchor text
  • Minimize the graphical, JavaScript or Flash navigation elements


  • Prepare two sitemaps: one for users, one for search engines
  • Put an HTML site map page on your site, and use an XML Sitemap file
  • Supply an Image Sitemap file
  • Make effective use of robots.txt
  • Restrict crawling where it’s not needed with robots.txt
  • Automatically add “nofollow” to comment columns and message boards
  • Notify Google of mobile sites

Unique Pages

  • Make each webpage unique
  • Google ranks the relevance of each website according to unique content
  • The content of every page needs to be completely different not just from any other site on the Web, but also any other page on the same site, including snippets/teasers contained on other pages
  • Provide summaries without repeating any of the words actually used in body.
  • Create a separate web page for each product or service
  • Each product should have individual page with unique keywords in the <title> tag, <meta> description tags, <h1>, body copy and URL.
  • Create unique, accurate page titles
  • Indicate page titles by using title tags
  • Page title contents are displayed in search results Practices
  • Accurately describe the page’s content
  • Create unique title tags for each page
  • Use brief, but descriptive titles
  • Make use of the “description” meta tag


  • Add a blog to your arsenal
  • Add a blog to any to add fresh content easily and regularly.
  • UGC of the blog adds value to the site and can also increase social bookmarking, and sharing on social networks
  • Blogs increase the size of the website over time
  • Reach out to those in your site’s related community to increase backlinks

Site Structure

  • Clean Code
  • Scripts and CSS files should be added as external files to reduce the time it takes for bots to run through content-code – get to content
  • Use keyword rich title tags on each page
  • <title> tags appear in the title bar of the browser
  • Replace company name in the <title> tag with unique keywords/product/services
  • Improve the structure of your URLs
  • Use simple natural language URLs will convey content information easily
  • URLs are displayed in search results
  • Create a simple file directory structure using plain English
  • Provide one version of a URL to reach a document (dupe content)
  • Easier navigation
  • Navigation is very important for search engines
  • Plan out your navigation based on your homepage
  • Use mostly text for navigation
  • Add Google Analytics to each page
  • Use Google Goal Tracking tools to monitor site events and bounce rates