2012 has finally arrived. Now you’re back at your desk the time has come to think about the year ahead. So what better time to review your search engine optimisation (SEO).
For those that are unfamiliar with the term, search engine optimisation is the name given to the process of enhancing your website to improve your search engine rankings.
Admittedly, the use of the words ‘simple’ and ‘SEO’ in the same sentence can seem somewhat of an oxymoron, but trust me, there really are a few simple checks you can make to kick start your year.
Let’s start with your website’s structure.
For those that are unfamiliar with the term, search engine optimisation is the name given to the process of enhancing your website to improve your search engine rankings.
Admittedly, the use of the words ‘simple’ and ‘SEO’ in the same sentence can seem somewhat of an oxymoron, but trust me, there really are a few simple checks you can make to kick start your year.
Let’s start with your website’s structure.
1. Mirror, mirror on the wall…
I hate to say it, but looks aren’t everything.
Even if you’ve spent a small fortune on your website’s design, it will only bring in customers if it can be found.
Sadly, many companies still throw most of their website budget at the design. The problem is, being seduced by flash or stunning custom designs can often mean that the SEO effectiveness of your site is reduced.
When choosing a designer make sure you ask questions about SEO. Find out what they’ll do to ensure your website is optimised for the search engines. It is much better to have a well thought out website with intuitive navigation than a real ‘looker’ that is impossible to find your way round.
2. It’s all in the words
Keywords are the lifeblood of your website.
Identifying the right words and terms used by your customers is the only way to ensure the right targeted traffic comes your way. Start by making a list of the words you would use in Google to find your services or products. Then get a friend or colleague to do the same until you have a list of potential keywords.
Then comes the tricky bit – working out which ones to go for. You’ll need terms that will bring in traffic, but not terms that are so competitive you’ll never get ranked for them. You can use Google’s free keyword research tool to help you.
The diagram below will help you decide which words are best:
Don’t forget that every page of your website is indexed by the search engines therefore you can target a different keyword for each page.
3. It’s in the copy
The copy (or words) on your website are very important:
- They tell Google what your site is about (keywords)
- They convert your readers into customers
But that doesn’t mean you have to cram your copy with your keywords. It’s far more important to write naturally and ensure the keywords are in prominent places, such as your headings, subheadings, bulleted lists etc.
You must also pay special attention to your title tags as that is the first thing the search engine spiders will read.
4. This way
Once you’ve sorted your website it’s time to get serious.
When writing your page copy or blog posts, make sure you use them to target specific keywords. Again, don’t stuff. Use the keywords in your headings and make sure you promote all fresh content through social media sites such as Twitter with a link back to your website using the keyword as your anchor text.
5. Get votes
One of the ways Google decides which websites are the most relevant to a search term is through links.
Every link that points to your website is like a vote, the more votes you have, the more authoritative your website is and the higher it will rank.
So get blogging, submit your website to directories, use social media and publish articles to generate as many links as possible. Of course, this is an on-going process – there are no short cuts.
These 5 tips are simple checks you can make right now:
- Make sure your design is SEO friendly
- Do your keyword research (don’t guess)
- Create natural copy that is SEO sensitive
- Utilise social media to spread the word and drive traffic
- Build links constantly
SEO isn’t a quick fix and is not something that can be rushed. All 5 elements have to work together if you want to be successful. So before you do anything else this year, review your SEO strategy and make sure it works for you.
Sally is a copywriter based in the UK. Through her business, Briar Copywriting Ltd, she works with a vast range of companies, from SMEs to blue chip companies around the world to create eye-catching, compelling copy which boost their sales and market visibility. Also a prolific blogger and tweeter, when she’s not working she’s being mum’s taxi to her 2 sons.
