Is your business struggling to attract new customers online? If your site is not getting the traffic you need in order to generate new leads and new business, it might be time to think about an SEO (Search Engine Optimisation) campaign.
The first thing any business owner needs to understand about SEO is that it is not a quick fix. A well run SEO campaign is a long-term process that needs to be carefully managed in order to see results. If executed properly, an SEO campaign can have a long-lasting and significant effect on your business’s visibility online.
SEO: the basics
SEO is the process of making your website as attractive as possible to search engines. Whenever you search for something in Google, there is a huge amount of data and analysis in the background deciding what websites are the most relevant for what it is you are searching. The more relevant a site appears, the higher it will appear in the search results. SEO is about making your site relevant to the people you want to attract to it.
Building your SEO campaign
The first step is identifying what your potential customers are searching for in Google. These keywords will form the basis of your SEO campaign. The process involves as much research as possible and you should not be afraid of your keywords being long and specific, sometimes these can be the best ones to target!
For example, let us use the idea of a person wanting to buy shoes online. If they are searching in Google for “shoes”, it is highly likely they do not really know exactly what they want yet – they are just seeing what is available. However, if that person is searching “Reebok trainers size 10 white”, they know exactly what it is they want and websites that are relevant to the longer keyword are more likely to get a sale from this.
Making a sale or winning a client online is commonly referred to as a ‘conversion’. Often, longer and more specific keywords will lead to more conversions, even though the overall volume of searches for that keyword are much lower.
This can also apply to regions, and most businesses. For example, somebody searching for “mobile tyre fitter in Manchester” is much more likely to convert than somebody searching “tyres”. A lot more people search for “tyres” every month than would search for “mobile tyre fitter in Manchester”, but attracting a lot of traffic that isn’t going to lead to conversions is simply a waste – after all, the goal of an SEO campaign is to win more clients or make more sales, not to get more traffic.
Once you have identified your keywords the next step will be to restructure the content on your website to appear as relevant as possible to people searching for your keywords. The most important aspect is the content itself – the content must include your keywords, as well as related words and phrases. It should be naturally written and be helpful to your audience. Google’s software is very clever on this. It can tell when you are just trying to trick it into thinking your site is relevant! Instead, all the content needs to have the user in mind. If your content is helpful and relevant to them, Google will notice it.
There are also technical aspects in optimising your website. It must contain a selection of hidden or “meta” information that users cannot see but search engines can. This is used to help describe your site to Google and must tie in well with both your keywords and the content on the site. The site must also be quick to load and responsive to mobile devices. These are just some of the technical aspects of a website that Google keeps track of and failures to meet their standards will result in lower search rankings. This is all done with the user in mind. If the user is searching on a mobile device and your site is not responsive and loads very slowly, it will not be as helpful to the user as some other sites.
On completion and deployment of your keywords and content, the ongoing work begins. A core requirement is to keep the sites content fresh. The more often a site is updated with good quality, relevant content, the better it will appear to Google. Blogging is a very good way to achieve this, keep the blog posts related to your industry and the content will always be seen as relevant. It is also advisable to look over all the static content on the site at least once a year. Remove anything that no longer needs to be there, update content that needs it, and add new content where you can.
HW Technology can help you
We are experienced in structuring and managing SEO campaigns, and we can help you achieve everything we have laid out above and more. HW Technology also only employ ethical, approved SEO practices such as those discussed above. Many agencies will employ less ethical methods of SEO, which can often result in quick boosts in rankings. These quickly disappear entirely when Google finds out what has been done. By staying with the guidelines, your site can experience a steady rise through the rankings gaining consistent long-term improvement.
To find out more about our SEO and other services, please contact us.