Once a new customer to your organisation’s website has become a regular client, he is probably going to arrive via a bookmark to the home page, but a new client could arrive via any page that a search result could direct him. The home page of your organisation’s website may not be the one with the highest search engine positioning. This is why you need to apply search optimization to the whole website.

Part of the use of search engine optimisation techniques should be to review the site pages and determine which keywords to emphasise and where. Search keywords should be coupled with the page on your organisation’s website with the information most meaningful to the prospective consumer’s requirements. A visitor to your website will have a better experience if he does not have to go trailing through several pages when the search engine listing could have directed him to a more appropriate page.

Another part of the search engine optimisation method is to build awareness of your site through the dissemination of features across the internet. These features usually include references to specific pages on your organisation’s website anchored to the keywords you have decided to emphasise. Again, those references do not have to be directed to the website’s home page. The features are used to create content that add meaningful references to your organisation’s website and raise the profile or your site with the search engines, and contribute to the gathering of backlinks from the receiving article banks and blogs, and these all contribute to the reputation of the website’s pages to the search engines. These backlinks will be coupled with many different pages, and not just the organisation’s home page.

It is even possible for an organic search to visit your organisation’s website to arrive/ on a page that is right, using the keywords that are meaningful often enough to make the search engines notice but in a way that still reads properly. Including keywords too often can cause problems with the search engines. The search engines may have abandoned the dependence on the description metatag because some optimisation specialists have used it unethically in the past by stuffing a description with unimportant keywords. However, it can be argued that the engine’s own guidelines were vague enough to permit the misuse. These days, the search engines use so many criteria to arrive at a search engine positioning that it is still sensible to provide a suitable metatag description just in case.

It was thought by many people that someone visiting a website would always enter via the home page. Thanks to the ways that search engines operate, a potential customer may land on your organisation’s website via a number of pages, any of which could have a prominent search engine positioning. There are even search optimization consultants who will argue that the home page is the least relevant page on any website. This then is a great incentive to use search engine optimisation properly across all of your website.