The best, low cost marketing tool is search engine optimisation
Search Engine Optimisation (SEO) aims to improve your organic visibility in search results pages for terms relevant to your brand. Good SEO can get you more traffic, more leads and more conversions and it’s one of the most cost-effective marketing techniques which is why it is a great investment for sole traders or small businesses who may not have a large marketing budget.
There are two types of SEO. The first is on-page, otherwise known as technical SEO and there is also off-page. I focus on technical SEO which optimises the coding and design of your website. I also provide consultancy for off-page SEO which looks at link building, social media and social bookmarking.
Not everybody understands search engine and web optimisation, even those that are in the business! The search engines keep changing the rules regarding best practice, and your competitors are getting smarter all the time. A successful SEO strategy must therefore be flexible and adaptable.
step one: health check
A health check is the first step to improving your rank in search engines. I will perform a full technical SEO audit of your website to identify any issues which require attention.
The technical audit will flag areas which can be optimised further such as:
- Fixing broken links
- Page titles
- Written content
- Page speed
- Social engagement
step two: remedy
Fixing these technical SEO issues is an easy win and counts towards improving your website’s SEO score.
step three: maintain
It is good practice to perform a technical SEO health check your site every 1 to 3 months.
Why is technical SEO important?
An attractive, interactive website may provide the user with a great experience, but it can present serious SEO issues. Search engines view your website differently and rely on reading your website’s code. Therefore, your site has to cater to the needs of search engines as well as human visitors.
The algorithms which rank websites are complex. Hundreds of factors are evaluated when determining which keywords should rank for search queries. Technical SEO optimisation tackles the issues on your website that stops search engine spiders from crawling your website and awarding you are higher rank in the results.
Here are some of the other technical SEO factors I can help with to improve your website’s search engine ranking:
- Content indexing
- Analysing duplicate content
- Image optimisation
- Internal linking
- HTML sitemaps
- XML sitemaps
- Speed optimisation
- Social Integration
- URL structure
- Page meta tags
- Mobile optimisation
- Error pages
the key is relevant content…
Major search engines are on a mission to provide the most relevant websites in the search results, based on the search term entered. It used to be the case that you’d stuff your content with keywords and it didn’t really make sense, but you’d score yourself a higher ranking in the search engine results.
Well, that has all changed now. Advanced algorithms are able to analyse the content on your website based on relevance and readability. While it is still important to include keywords in your content, it has to be engaging and has to flow.
It is not just about written content either. In the UK alone, there are around 40 million people on social media. It is one of the best marketing tools available on the internet. But how do you engage with users on social media? What do you think will make them click your content and visit your website?
You need to give them something original, something unique, something relevant. You need to give them images, infographics and videos that they will want to share with their followers. Nobody wants to read an article that is just paragraphs of text, let alone share it.
…and a strong backlink profile
Backlinks are when other relevant websites link back to your website. It is still one of the most important SEO techniques to improve your ranking in the search engine results page and promote traffic growth. Creating listings for online directories are a good starting point to creating your backlink profile.
Neil Patel, one of the most successful online marketing experts in the world, describes what backlinks are how they work.