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SEO: Search Engine Optimization

SEO: Search Engine Optimization

SEO (Search Engine Optimization) is important because it will help search engines like Google, find the website or a virtual exhibition of a Museum.

With the right keywords, Google will place a Museum or exhibition higher in the list of search results. The higher on the list, the higher the ranking of the site. Research shows that 95% of people only look at the first page of search results, so getting a high ranking is important.

Below are a number of things that you can do to make a website easier to find for Google and other search engines, and to attract more visitors.

Keyword Research

Keywords are the words people use when they are searching for your website or a website like yours.

If you are not sure what keywords to choose, you can use a 'keyword tool', an online database of keywords. You enter one keyword and get a long list of related keywords, in return.  Usually, with a number that shows how often that keyword is used: the volume.  Keywords that are used more often are more powerful.  Of course, you will also have more competition, because more websites use these keywords. 

To help Google and visitors find you, use keywords in your page titles. A page title describes the main subject of your page and shows up as the first line of a search results entry to let both Google and searchers know exactly what the page is about.

The best practice is to use your target SEO keywords or keyword phrase at the start of the page title.  The result is that the keywords are seen as more relevant. 

Meta Description

A meta description is a part of the code of a web page. It gives a brief description of the content of that page. Visitors of a website cannot see it directly, search engines such as Google use it to display a web page in search results.

A meta description is not a direct ranking factor, but it can help Google determine how relevant your content is to what people are searching for. 

The meta description also helps searchers decide whether to click through from a search result to see the full content on your website.


It is important to use your main keyword in the first couple of sentences of your content, or at least within the first paragraph. Then, use that keyword and variations of it, throughout the content.


Google uses the names of images to find out what a page is about. It is important to name images appropriately. Museum.jpg is better than IMG_859045.jpg.


URL stands for Uniform Resource Locator. It is the website's address (domain name) or the address of a particular page in a website.

The best URLs give visitors – and Google – a clue about what’s on the page, so it's best to make them descriptive. If possible, use your keywords in the URL.

Link Building

Link building is getting other websites to link to your website. These links are called backlinks. The more backlinks your site has, the better. 

Google (and other search engines) look at links from other sites as “votes.” These votes help them identify which page on a given topic (out of thousands of similar ones) deserves a rank at the very top of the search results.


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