Search Engine Optimisation is the key to a website ranking high in search engine results. But as it's not an exact science, how do you go about ensuring your website is optimised to get the most visitors? We spoke to three experts to get a number of top tips to ensure your website ranks highly.

A typical website gets 61 percent of its traffic from links that are displayed in search engine results. With this in mind, the appearance of your website is crucial to its success.

Search Engine Optimisation (SEO) in the process of ranking highly in results from search engines such as Google. No-one knows exactly what combination of tactics will maximise a website's ranking in search results, but a lot of smart people have developed some good approximations based on history and empirical evidence.

We spoke to three experts - Rand Fishkin of SEOmoz, Danny Sullivan of Search Engine Land and Michael H Fleischner, author of SEO Made Simple - about what tips and tricks they thought someone just starting out in the SEO game ought to know. The best and brightest of their recommendations follow.

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Know which keywords to optimise

Search engine optimisation is useless if you don't know what you're trying to optimise.

For some businesses, picking appropriate keywords is straightforward: a chocolate manufacturer would probably choose 'chocolate' and similar terms. But other business sites face more-difficult decisions. What terms should an online store that sells many different products emphasise? And how should a general-interest website that covers a wide range of topics determine which search terms to focus on?

For starters, you should base your decisions about which terms relevant to your business to optimise on which terms people are searching for most often. One way to gauge search term popularity is to use an online keyword tool designed to see measure what general terms are searched for the most. Both the Google Keyword Tool and the SEO Book Keyword Suggestion Tool can help you get a quick, accurate sense of the search volume for any term of your choice, and they will recommend related terms that you might not have thought of.

Ultimately it's a numbers game: You need to optimise for terms that drive the highest traffic and are the most relevant to what your website offers. Optimising your site for terms that no one ever types into a search engine won't generate any traffic for the site, no matter how conscientiously you pursue the optimisation. So before you do anything else, carefully select a handful of relevant high-interest terms for optimising.

NEXT PAGE: Focus on title tags and URLs

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