TOP TIPS TO OPTIMISE YOUR WEBSITE FOR SEARCH ENGINES

What is SEO?

  • Improving a websites search results position
  • Search engines gather information via robots or spiders
  • They use this data to determine the position through a combination of both relevance and importance

I am not an expert at SEO…..it’seeze build websites with the tools and functionality in order to manage and support SEO activity but do not specialise in SEO themselves

However, there are a number of tips I can share with you which you should be able to implement on your own website quickly and easily yourself to help your website ranking

  1. METADATA
  • Information that is not seen on the page but is available for search engines
  • Composed of a page title and description The title (shown on browser tab containing the page) is the single most important thing to optimise in order to improve a site’s perceived performance.
  • A page that includes the user’s search terms within its title as more relevant than a page that only includes these search terms within the page text.

Good titles will include the brand, location (if applicable) and relevant key words that are likely search terms.

The meta description does not affect a page’s ranking. It is the piece of text that shows up in search results, and it can act as a sales “pitch” to gain click-throughs to a page.

  1. HEADINGS
  • Not just larger or more prominent text, they are explicitly indicated by invisible pieces of code to mark out more important text to search engines.
  • Keywords in headings have a greater effect on relevance by search engines than keywords that appear in normal text.

Search engines like key words that appear high on the page, so it’s worth considering doing a heading containing those key words as they may not appear otherwise until a way down the page

  1. IMAGE TEXT EQUIVALENTS
  • Search engines rely on text for their searches.
  • Providing a text equivalent (often referred to as alt text) as will enable search engines to read the image.

This can be particularly important if you have a shop as you can give product images an alt text tag to help it be identified in keyword searches. The alt text is also used by blind users.

  1. LINKS
  • Search engines rely on complicated algorithms in order to rank the importance / relevance of websites against one another.
  • These are now much more sophisticated as and it is now much more difficult to “cheat” the system to gain page ranking.
  • Natural links behave like a “vote” for your site are the most effective type of link

Whilst there are companies offering to build you links to your website, this is viewed unfavourably if it is clear that the links have not been organically built and your site could be penalised as a result.

  1. DESIGN AND LAYOUT

Search engines prefer websites that are

  • Simple and easy to navigate,
  • Clear layouts and short paragraphs
  • Bulleted lists are very SEO friendly.
  1. CONTENT
  • One of the singularly most important influences on your search engine Overall search engines love websites that are more than 14 pages as there is plenty of text rich content.
  • Pages with very little text are unlikely to achieve a good search engine ranking. However, make sure that your content is original, stolen text will negatively affect your ranking.
  • Creating resources that a potential client may find useful is a good way of boosting your content and it is more likely that your website will be linked to by others.
  1. FRESHNESS
  • Sites that are never updated can see a decrease in search engine ranking over time. New content attracts new visitors and organically increases search engine ranking.
  1. TELL PEOPLE ABOUT IT
  • You can do a lot to get visitors to your site and increase its popularity and ranking. Put it on your business card, get visitors to click through from your social media, publish your website on all of your marketing communications.

Often clients complain after 6 months of launching a new website that no-one is visiting it. It is all very well including metadata and marking up headings, but if you don’t tell anyone about the website, or provide any interesting content when they get there, do not be surprised if you are not appearing high up on search engine search results.

 3 TOP TIPS ON WHAT NOT TO DO!

  1. DON’T do “keyword stuffing” – overusing keywords by inclusion of long lists of keywords such as location – a few are fine – too many will be penalised by the search engines.
  2. DON’T do too many link exchanges (linking to a site for a link back) – too many will look suspicious to search engines and again the site will be penalised
  3. DON’T have a “splash page” – this harms ranking as it “absorbs” some of the ranking that should belong with the actual home page, particularly if it characteristically has a lot of graphical content and little text

If you’re not sure if your website has some of the basic optimising tools in place, such as page titles and descriptions, I provide a free no-obligation report which includes information on some of these key SEO features so you can review your website’s performance yourself. I am also always happy to provide advice and support following the results if you have any questions.

WRITTEN BY JANEY DORNHEIM – ITS’EEZE

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About nicolepinpointmarketing

Nicole is a mum to two, wife to one and friend to many. I am also the owner of a successful marketing consultancy business, established in 2008 to work with, help and support local businesses. Pinpoint can act as a consultant or we can hold your hand to manage your marketing or we can do it all for you! Your marketing, your budget, your way. Marketing, organisation, helping and caring are my strong points and passions!
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