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Search Engine Optimization (SEO)

Search engine optimization refers to tactics you can do to make your webpage appear higher in natural (unpaid) search results. Search engines use complex algorithms to assess webpages and return results to the user.


In order to present your webpage in the best light, follow these simple tips:

  • Use a clear, descriptive page name and headline with keywords that match the page content.
  • Write clear, concise text that is relevant to the page topic. 
  • Link to good relevant content and ensure links are descriptive. 

Follow all the guidance on this page. Search engines reward well written and organized webpages – write for your audience and the search engines will follow

How do people search?

People are most likely to search for web content in these ways, in this order:

  1. through a Google search
  2. through a website's navigation (top-level only)
  3. by searching on a website (using the search function)
  4. by browsing a website

Use the same words in page title and content that your visitors are likely to use. This will help visitors find your content easily.

For example, if your page is about finding a "primary health-care provider," you would want to use the term "family doctor" on your page because that is the term visitors are most likely to use. 

Put keywords (main words that describe your topic) high on the page:

  • in the page title if possible
  • in the first or second line
  • in headings

In PHSA websites, search results appear in this order:

  • pages with the keyword in the title and url
  • pages with the keyword in the title
  • pages with the keyword in the url
  • documents with the keyword in the file name or text

SOURCE: Search Engine Optimization (SEO) ( )
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