Most website owners don’t think about search engine optimisation when building their online presence. If you are prepared to do a little work in this area you can leap ahead of your competition. Our quick guide should give you some useful pointers.
1. Content is Still King Really good content which engages readers will increase your site’s relevancy and improve authority. Your useful information will place your pages higher in the rankings as a consequence of this authority. The content needs to be of value to readers and it has to be unique. Providing genuine value means that people will stay on your site longer, and the search engines will know this, placing your site higher as a result. Make sure you update your content on a regular basis. Fresh, valuable articles will vastly improve your search engine optimisation efforts.
2. Optimise Your Keywords Keywords, the phrases you expect your visitors to use to find your content, are crucial to the success of your site. You need to find the most relevant words and phrases which have lower competition but still have a reasonable amount of monthly searches. Google’s Keyword Planner, which you can find inside the Adwords account, is a free application which will give you these details. When you have your keywords, place them in titles, headings and naturally throughout your fresh content. Don’t overdo the use of keywords, though. Keyword stuffing will have an adverse effect on your search results.
3. Meta Make sure all your pages have meta descriptions. The meta description is the text the search engines will use underneath your page’s title. It gives you the opportunity to show searchers more information about your page and encourage them to view your site. Ideally, the description should be two sentences in length or about 160 characters.
4. Site Links When you link to internal pages on your site you need to use relevant keyword rich text. Search engines give little value to generic terms like ‘Click Here’. For example, a company providing SEO solutions to businesses in the capital could use the phrase – SEO services London – when linking to another page on their site. The page they are linking to will get a boost in the search engine rankings for that term.
5. Alt Tags Alt tags are used to describe your pictures or video, in words. Using alt tags not only improves your site’s accessibility but gives the search engines a better understanding of your content. After all, the search engine bots which crawl your site aren’t able to watch your video or view your pictures.