Technology is at the tips of our fingers, literally, and when used wisely, can offer powerful tools for accomplishing our business goals. One such tool is called Search Engine Optimisation (SEO).
In short, SEO is a term given to ‘activity’ that attempts to improve search engine rankings. It offers ways to optimise web pages, making them reach higher ranking positions in user search results. It also works organically (unpaid) to increase the quality and quantity of traffic to your website by growing its visibility to end users.
Website ranking results are determined by Google’s algorithm. This changes often; sometimes up to 500 times a year, which means you need to stay up to date and relevant. SEO uses tactics to work around this algorithm so if used poorly, your content will remain ‘invisible’ in search results. However, if you get it right then you reap the benefits of increased traffic, more conversions, improved lead generations and a boost in sales or business.
It is a complex and ongoing process, so no quick win solutions. As a starting point before we give tips, ensure you are listed on Google My Business (google loves google!)
Here are some tips on how to improve your Search Engine Optimisation:
- Quality Content and User Experience
Quality and fresh content not only keeps users well informed about your product/service but search engines and site visitors alike favour frequently updated, high quality content. So don’t leave your site stagnate after development, upload new images, text etc.Ranking higher in the results for keywords also allows more people to find and contact you. For user experience, Google uses a ‘machine learning system’ called, RankBrain, to watch how users interact with search results and decides where pages should rank. If a user clicks on a result and then immediately bounces from the site, the site will lose ranking. Focusing on your user’s experience means they will spend a longer time on your site and in turn, improve your ranking. - Improve the Loading Speed of your Site
Research shows that 40% of visitors will abandon websites if the page takes longer than 3 seconds to load and 80% of those visitors won’t return. Additionally, search engines crawl fewer pages when they load slowly. Ultimately, these factors will affect your site ranking. A one-second improvement in a site’s load time can increase the website’s conversion rate by 7%. - Optimise Site Images and add Keywords in Strategic places
This refers to the file format and size of your images. Larger pictures take longer to load. Resize or compress images to optimise them and include useful keywords to name them.Using alt text (which describes images on your site) sends relevancy signals to search engines which help them see that the images on your page are related to the keywords a user searches. Including alt text in images makes it easier for search crawlers to understand the content of your pages and thus ranks them higher. Including keywords/ phrases related to your business in your URLs, page titles, headings and copy will also help your site to rank higher. - Start a Blog
Blogging is a great way to generate leads and to engage with visitors on your website. Producing fresh and informative content drives people to your page and keeps them there longer. You may gather a following of dedicated readers. Plus, you get to incorporate images, tags and links in your posts which play a role in ranking.
Search Engine Optimisation plays a crucial role in improving your website ranking and should not be overlooked if you are wanting to be found online.