Just like with planning your Digital Marketing Strategy, working out what you need to do in order to best optimise your website for search engines can be a little daunting. If you have the time and resources you can go through all your online channels with a fine toothcomb to ensure that everything is primed for the Google bot. At Foundry Digital we understand that most of the time, people are looking for quick wins so we’ve put together the 4 key and quick steps you can take to boost your SEO.
Perhaps the most effective SEO tool in your arsenal is your keyword optimisation strategy. When creating your initial business plan and digital marketing strategy you will have completed investigation into your target market, and will have identified your business/service’s USP. This information should inform a set of words that you will then use across all of your channels so that when users search for them in Google, your website appears in Search Engine Results Pages (SERPs).
When deciding on your keywords, the more specific you think, the better. The trick is to think of what your customers will be searching for in order for your business to be presented to them.
Eg. BBC Sport’s 2018 Football Russia World Cup news page
Bad keyword = russia
Better keyword = football world cup russia
Best keyword = bbc sport 2018 football world cup russia news
Once you have decided on a set of keywords that you want your business to appear in SERPs for, you can then work at ensuring that your website is optimised with them. Make sure that your URLs are relevant, include keywords in website copy, consider creating landing pages. These are all options that can help with keyword optimisation that will ultimately boost your website rankings and in turn increase website traffic.
Every page on your website contains meta information: a URL, a page name and a meta description that all appear in Google Search results. All of the information you display in these fields will affect your website’s SEO, so it’s important to think about what appears here. Your page URL ideally should contain a keyword that relates to the page’s content, for example the BBC Sport World Cup page has the URL containing “sport/football/world-cup” so users know exactly what they can find on that page, and the meta description of the page contains a succinct explanation of the page’s content.
The information that appears in Google’s Search Results is the first taste that users will get of your business, so if it’s clear and easily understood this will encourage them to click through onto your page.
You may not think it but your SEO can even be affected by information that is “offline”. The names of things like image or video files that are saved on your computer are included in your website’s code, and this is what makes that particular image or video appear on your website. As mentioned already, the Googlebot trawls through your code when ranking your website. That means that to boost your SEO, the names of the files that you include in your page’s content need to be optimised just like the title and text.
Make sure that when you save files you save them as something that makes sense and that is ideally keyword related
Eg. BBC-Sport-World-Cup-Harry-Kane.jpg would be better than IMAGE01
As well as this, when you upload media to your CMS it will ask you for an Alt-Text which is what will appear in a user’s browser should the image fail to load properly. This should contain information about the image’s subject because in reality, Google doesn’t “see” images, it reads them.
Eg. Harry Kane scores goal against Tunisia in 2018 World Cup
This step may seem like an inconvenience but is simple enough if you make it a part of your standard practice when saving files and uploading media to your CMS.
Google loves new content, in fact updating an old page with new information can increase the effectiveness of your search results by 74%. If this isn’t enough to convince you of the importance of refreshing your website’s content, then we have really failed to achieve the aim of this article…
At Foundry Digital, the technique that we recommend when refreshing your website’s content is the use of a blog. Blogs are a great way to position yourself as a thought leader within your industry and can boost your reputation that way, but they can also work wonders for SEO. You can fill blog posts with relevant keywords, and if you regularly update a blog it will help to boost your website’s rankings in Google’s SERPs – what’s not to like?
These 4 steps to boosting SEO can really improve your website’s online presence and help to get your pages rising in the ranks of Google’s SERs. The benefits of doing this are many, but the ultimate outcome is that having good SEO will boost traffic to your website which can in turn increase the number of conversions that you receive to your business.
Speak to a member of our Digital Marketing team today if you would like to learn more about our SEO services.
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