Search Engine Optimisation (SEO) is the method Google and other search engines use to rank results when a user enters a search term online. It’s important to be on page 1 if you can, and high up on page 1 ideally. But which door should you go through? Pay for advertising, include lots of links on your site, copy news from other sites or create original content?
You can buy advertising in a variety of forms, but designing your website and content to maximise your SEO means that you’ll appear higher up in the Google rankings without having to pay for the privilege. Earning your place in the rankings (called organic) rather than paying for it also has better success rates in successful lead generation.
This post focuses on Google, but the principle carries across other search engines such as Bing, DuckDuckGo and Quora.
The last 20 years has seen designers find ways to get higher rankings on Google. In turn Google closes shady loopholes as they find them. Loopholes closed include words written in white on a white background so a user cannot see them, but the Google algorithm can. Clever…loophole now closed.
The downside is that when you get caught trying to fiddle, Google punish you. As the algorithms become ever more complex, the best advice really is to stay clean and play by the rules.
So what are the rules and the key things to consider?
Is your website showing up on Google?
Do you serve high-quality content to users?
Is your local business (if you have local branches) showing up on Google?
Is your content fast and easy to access on all devices?
Is your website secure?
Write pages primarily for users, not for search engines.
Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.
Write regular original content.
Regularly review your site for any hacked content that might appear on it.
Create pages with little or no original content
Use tricks intended to improve search engine rankings. Would you feel comfortable explaining what you've done to a Google investigation. Another useful test is to ask,
Hide text or links on pages.
Scrape (automatically copy) content from other sites.
Load pages with irrelevant keywords
Creating pages with malicious behaviour, such as phishing, viruses, trojans, or other badware.
This post is designed as a simple headline overview of SEO. The easiest way to have a site which performs well on SEO, is to regularly update content with original and relevant content. That’s where we come in.
Regular content reviews, newsletters and blog posts can help both increase your SEO presence and generate sales enquiries for your business.
With planned great content creation and a campaign of social media posts pointing to new content your Google rankings will benefit.
For a free consultation to discuss how we could work together to improve your business through great creative content and online promotion, click here.
Thanks for reading!