In my last blog post, I touched on the importance of search engine optimisation (SEO) and indicated that I could dedicate a separate post to how you must improve SEO in order to get to page 1 of Google… Well, here it is…
I’m not going to discuss the technicalities of how to improve SEO rankings but I am going to provide 5 tips that you can do in conjunction with an SEO expert to improve SEO and get to page 1 on Google.
Why is SEO so important?
“Just Google it!”
If you need to find anything out, anything at all, the first thing you think of doing is “Googling it”. The internet is now the first port of call for almost anything. You can search the internet and find out the answers to pretty much anything now-a-days. It’s great that we have a resource ready and waiting to educate, inform and ignite us. It is because the internet is a first port of call for information that it is also a primary marketing tool for businesses. However, it also means that the internet is flooded with websites all vying for the ultimate no. 1, first page location.
How do you stand out from the crowd and get to page 1?
A well designed, nicely presented website just won’t cut it. In fact, this should be the last thing on your agenda.
1. Understand your customers
You need to know your customers inside out. Spend time defining your customer buyer personas, understanding their needs and desires, identifying the problems they have that you are able to solve. Identify how your products or services address their problems and why they should choose you over your competitors.
2. Speak your customers’ language
Once you’ve identified your customers, you need to know what they are searching for on the internet. The words that you would automatically use to describe your business, products and services are almost certainly NOT the words that your customers will be searching for.
By investing time and attention into identifying your most important search terms or keywords, you can be assured that your efforts and investment in website design and SEO will be far more effective.
For example, a home security company may describe their products as ‘intruder’ alarms but you can almost certainly guarantee that a home owner searching online for an alarm system would typically type into Google ‘burglar’ or ‘house’ alarm. So if you want to achieve page 1 rankings then you need to be writing copy with the keywords that your audience is searching for.
Likewise, when creating copy for your website, don’t make the age old mistake of talking about your product or service from your perspective. None of your customers are interested in the fact that your product has this fancy widget or is made from quality materials. What they want to know is that your product or service is going to address their problem, need or desire. Here’s an example:
Don’t write: Our coffee is made using high quality South American coffee beans.
Write: Our coffee provides the perfect pick-me-up to kick-start your day.
3. Make SEO the heart of your website
When you’re ready to start designing and building your website, make sure you’re placing SEO right at the heart of your site. Everything should pivot off from your SEO research. Each page needs to be built with selected keywords in mind.
Your SEO strategy needs to consider the keyword density and how competitive each word or phrase is. It’s important to understand how many other website are optimised for a keyword, coupled with how often your target customers are using that keyword as a search term. It’s often more advisable to research if there are other, less competitive keywords to optimise your site for that will still deliver good traffic to your site.
4. Continue to add new, natural and relevant content
When your site goes live, it’s just the beginning of your online journey. At this point, it’s absolutely imperative that you don’t let your efforts tail off. Now is the time to implement a plan whereby you add new, relevant and optimised content to your site regularly. This content must be well thought out, focus on new keywords and above all else be relevant to your readers.
The idea here is that as you continue to add optmised content to your site, Google will continue to rank it well against your search terms and you will continue to improve SEO rankings for your site.
Gone are the days that you can simply ‘keyword stuff’ your content. Google won’t tolerate that approach and will undoubtedly penalise you. Every new page that you add to your site needs to be well written, natural to read and useful to your audience. That way, new visitors to your site will find your information relevant and informative, meaning they will come back for more or contact you for further information.
5. Be patient
Achieving good SEO rankings is not a quick process, it takes time and dedication but will increase visitors to your site and ultimately new enquiries. With the right technical fundamentals and an on-going commitment from you to continue to add relevant content, you will see results and improve SEO quickly.
My final recommendation is don’t tackle this alone. Having learned the hard way, I would highly recommend engaging with a specialist SEO partner and website design agency. Personally, I believe the skill sets for SEO and website design are completely different and I prefer to use specialist agencies in each field who are willing and prepared to work in partnership to achieve the best outcome for you and your business.
I now have my partners in place who I trust implicitly to deliver the best service to my clients. If you need to improve SEO for your website and would like to appoint the right team of experts, please get in touch.