I can guarantee that a majority of traffic to your website will come from a search engine like Google or Bing. Have a check of your Google Analytics to confirm this. You may have decided that optimising this traffic is not a priority for your business (and I’d be happy to debate with you on that!) and if that is the case, here are a couple of things to watch out for if you aren’t consciously doing Search Engine Optimisation (SEO).
Search engines index websites and match words on websites with the terms that are searched by us. Ie, if you search for ‘car sales in Slough’ the result is a list of websites that feature the phrase ‘car sales in slough’. At the top of the list are the websites that the search engine has decided are the best.
Watch out: If you are not continuously trying to make your website the best in class, then you will not perform well in search engine results and not be performing well against your competitors.
There are some technical aspects to SEO, but this blog is about the common sense things that you can do TODAY to compete online if you aren’t engaging in a full SEO strategy:
Can your current and potential customers find your website when they are searching online? You need to evaluate the best keywords, or keyword phrases, that are relevant for your business and make sure they feature heavily on your website – in the main body text, titles, meta data and image captions.
If you are not practicing SEO, check these things to see how you are ranking:
It is best to update your website on a regular basis, with fresh content, tweaked information, blogs, so search engines know that you are an active, up-to-date source of information. If you are doing online advertising, ensure the keywords you identify are also used in your paid media.
Result: Search engines can then match your customer’s queries with your website and you gain more relevant traffic to your website.
Do you customers/stakeholders have a good experience when they are navigating your website?
What are your audiences’ actual needs? If you truly understand your audience, then you can create the right content to satisfy their needs. This content can be structured in a way that is easy to navigate through, and ultimately reach a Point of Sale/Point of Contact with your business. So make a site with a clear structure and hierarchy of pages.
Result: If customers have a valuable experience on your website, they are likely to visit more pages and stay on your site for longer. This is noted by search engines and your site will start to rank higher, attracting more people.
As mentioned earlier, search engines work by matching search terms with keywords in websites. This is not limited to standard text. Make sure you are filling in image captions (alt text), video titles & transcripts and meta data with keyword-rich content. This is all about making your website work hard for your business.
HINT: Don’t over-use keywords and become spammy or search engines will penalise your site. Always write for humans not search engines and you will get the balance right.
SEO is an art, but there is a lot of common sense. Treat your website like part of your sales team – nurture it, grow it and make it work hard for your business, then you will start to see come great results.
If you would like more assistance in how to optimise your website, call us for a chat +1223 258000
We’ll help you determine the most effective digital marketing plan for your business.