Search engine optimisation or ‘SEO’ in its abbreviated state is a phrase that has been at the forefront of webmasters and website owners thoughts over the last decade or so. When it comes to SEO there are a multitude of factors that you need to consider.
An online dictionary provided this definition for the phrase:
Search Engine Optimisation
The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.
So if you ask the question ‘What one thing will immediately improve your SEO’ the answer is not straightforward but when push comes to shove you need to go back to basics and that means ‘content’.
Content is king when it comes to improving your SEO, always has been and always will be. How do I know this – well, whatever other influencing factors that Google, Bing, Yahoo or any of the search engines may come up with as ranking signals, the one unwavering aspect on any web page is what it says ‘the content’.
Whether your website is for information purposes or an e-commerce site, what is it that tells your customers about your products and services? It comes down to the text on your pages and here you can immediately improve your SEO by ensuring your content is relevant, fresh and contains the right keywords and phrases.
If your website has been ticking along using the same old content for a while then take the time to review it and make some changes. This can be a daunting task, so although every page is a potential landing page, make a start with the homepage and top level pages. Begin with looking carefully at your keywords and phrases are they still relevant? Some pages may just require a tweak here and there, whilst others may be old and out of date, requiring more work.
In general, it’s a good idea to try and stick to one subject per page and one keyword or phrase. Search engines monitor closely keyword density or how often you use the keyword, so ensure your content is natural and easily readable, avoid overusing keywords as this can have the opposite effect and appear as spamming.
It’s also good to include links within the content, search engines look at the words you link with to determine what your content is saying so use keywords as the hyperlink rather than phrases such as ‘click here’.
Whilst no one can guarantee search engine results, you can improve your SEO with relevant, up-to-date and appropriate keyword rich content, which is just as important for your customers as it is for the search engines.
Having a well optimised website is like have a great sales team working for you. A website that isn’t optimised is like a shop window, someone may come across it and have a look but its down to chance – which option would you choose?