In the crowded market that is the internet you don’t just need a good looking website and a great product – you need the most possible people to see your good looking website and great product and the only way to achieve that is with some well written and presented SEO content. Following these five basic rules will see your rankings soar.
#1 – Title tags and meta descriptions
The title tags and (in some people’s opinion slightly less importantly) meta descriptions are important elements in your website which ‘tell’ the search engines what you are all about. Although you obviously need good interesting content to keep visitors to your website engaged, before you have any visitors, you need great title tags and meta descriptions. Your website designer or seo guy will know all about these and you should give a lot of thought to the right wording – this is not an opportunity for witty repartee; you need to say clearly and concisely what you are about, and then you will see your rankings soar. It is also good practice to make all your titles and descriptions unique. Google webmaster tools is a great tool that will tell you if you have duplicate meta tags.
We would advise using branded keywords and descriptions for pages such as your home page, about us and contact pages. Use your keywords in your category, product or services pages.
#2 – Great content; not as easy as you might think
Many people make the mistake of thinking that because they know their product inside out, they can write some good content about it. Sadly, as anyone knows who surfs the net regularly, this is not very often the case. The bottom line when it comes to content is to use an expert, a native English speaker for preference, and make sure that it is proof read, then proof read again and then proof read for good measure. No company, no matter how brilliant its product, can look good if the content on their webpage doesn’t make sense or has spelling mistakes and other errors. The content also has to be interesting – that is a bit of a reach sometimes, if the product is intrinsically quite boring or workaday, but this can be solved by blogs or guest articles. Breaking up the text is one of the first ways to make a page more appealing – that way even basically boring text written for SEO purposes in the main can look less daunting and people will stay on the page.
#3 – Image tags – search engines can't read a picture, they need words!
Webpages look better with images, it’s true and many people embed them in the text to make the page more appealing. Video clips also make a page more user-friendly and they will stay longer the more there is to look at. Pictures and clips need descriptions in words, though, if they are to help in the search engine rankings, so choosing a good title is essential. This can be tricky, because to the casual viewer it may seem a little obvious to label a picture of, say, a kitten with the caption ‘A kitten’. Make the title interesting to the viewer (such as ‘I couldn’t resist taking this picture of Maisie the kitten with the goldfish’) whilst including the important word, in this fictional instance, ‘kitten’. It may seem pointlessly time-consuming to write captions for pictures that speak for themselves, but it pays off in SEO terms.
#4 – Track your progress – a simple way to get customer statistics
Knowing whether your web marketing strategy is working is a vital part of any campaign and it is easy to keep track on what traffic is being driven to your site and how many clicks are resulting in sales. Without a programme such as Google Analytics or Lead Forensics looking after your website, you won't have the statistics you need to make sure you are hitting the right tone with your website. You don’t need to have the visitor numbers visible (this can be off-putting for some) but having all the details at your disposal makes for good, targeted selling.
#5 – Don’t set it and forget it
Once your website is up and running and scoring well in searches, don’t just leave it to its own devices. New companies and new websites are coming on stream every day, so you need to keep on top of things to make sure you are still top of the heap. Also search engines regular update their algorithms such as the recent mobile friendly update by Google so make sure you keep your website up to date with all the latest patches and updates. Marketing your website on mobile devices will just get more and more important as time goes on.
Sometimes all it will take is a small tweak to keep you up with the leaders if you slip, so it is well worth checking these things regularly.