Search Engine Optimisation (known in the industry as SEO) is the method of increasing your website’s ranking in the natural, or ‘organic’ listings in Google and other search engines. The end result should be that your website appears on Page 1, as high up the page as possible.
The basic SEO of a website should be done when the website is built, i.e. at the start of its life-cycle. However, there are many websites out there with inadequate, or even no SEO in place. Luckily, SEO can be performed on the majority of websites, and can lead to real, visible results.
At Web Consultants, all of our new websites have basic search engine optimisation built in from the ground up. However, we can also optimise existing website, using the following basic techniques (amongst others).
Basic SEO steps to success
Step 1: Keywords
The first step is to decide on your keywords. These are the words that you wish to be found for when someone searches within Google or one of the other search engines (Bing, Yahoo etc.) For example, if you’re a hair and beauty business based in York, you’re probably going to want to attract clients local to York. In this case, your keywords might include ‘hair, beauty, salon, treatments, york’ amongst others. If someone searches for ‘beauty in york’, you would hope to appear as high up page 1 as possible. Therefore people would see your listing before others, and click the link to your website, hopefully resulting in business for you!
Different pages can have different keywords. Taking the ‘hair and beauty in york’ example above, the home page may include the keywords mentioned earlier, but other pages may wish to be more specific. For example, on a ‘Hair salon’ page you may wish to include keywords such as ‘colour, highlights, blowdry, keratin treatment’.
It’s important that these keywords also appear in the content of the page. It’s no use putting in keywords which don’t feature on the page – search engines will probably ignore them. Search engines look for matches between what’s in the keywords, and what’s in the content of each page, so it’s important to optimise the keyword list, AND the content in order to get the best ranking.
Step 2: Relevant descriptions
The next step is to write a description of each page. This should be a short concise description of the page, or in the case of your home page, a description of what your business offers. Again, this should feature as many of the keywords in your keyword list as possible.
Step 3: Conciseness
Next, make sure all of your pages are concise, and the most important information is near the top of the page.
Step 4: Analytics
Your web designer/developer should ensure that your website is enrolled with Google Analytics, and Google Webmaster. This will allow you to track how your website is performing, and give clues as to where it can be optimised further.
Step 5: Regular review
You should look at your Analytics regularly, with a view to working out if your chosen keywords are working effectively (i.e. people are finding your site), and if your site content is interesting to visitors. We can help you work out what’s working well and what isn’t, or we can take over the whole process for you and keep you informed on a monthly basis; the choice is yours.
SEO is a huge field, and there are many techniques for optimising a site. Those mentioned above are just the basics, and should be used as a starting point.
Note: Websites can take 4 – 6 weeks after going live before they start to appear in search engine listings. Even the most well-optimised site can take a while, and this is down to the speed with which Google’s robots find your site in the first place, before they can spider through it and put it into the listings. If your website doesn’t appear in the rankings after 6 weeks, you need to look at the optimisation that has been done, along with the reports from Analytics to work out what can be improved.
Call us on 01765 35 70 70 or drop us an email at firstname.lastname@example.org if you’d like to know more about SEO for your website.