Written by Ri Web


SEO Part Two

How To Implement an SEO Strategy

Following on from What is SEO? And how it can help your business? This article looks at how you can develop your SEO strategy.

The benefits of Search Engine Optimisation are clear. Good SEO practice can increase your traffic and therefore potentially increase your sales. The question now, is how to execute an SEO strategy to accomplish these results. This article will explore the key elements of how to implement good SEO practice across your digital media.

Keywords

Used to determine the relevance of your site, to a user browsing using a search engine; keywords are an integral part of any SEO strategy. The first thing for you to consider is what your target demographic is likely to search for. Then include such words and phrases within the copy of your website and within the unseen metadata of your site so your site ranks highly on those searches.

This is where you need to find a balance, the phrases can’t be too obscure and they can’t be overly generalised. To use the example of a spa again, generic terms such as “the best sauna experience in the world” are not the answer. Instead work within your parameters by up-selling your location and/or a niche product or service. Clients are much more likely to specify within search engines to help them achieve more efficient results, so if your spa is in Reading you could think about including phrases such as: ‘Reading’s premier spa experience’ which will help you rank highly on searches such as: ‘spas in reading’ or ‘best spas in the reading area’.

Be careful not to overuse keywords, as this can actually downgrade your SEO and lead to your site being banned, either permanently or temporarily, from search engine results. This refers to your use of keywords in both your visible content and your site’s metadata. So keep it simple and relevant to your business.

  • A useful, and free tool, to use for identifying keywords specific to your business is Google AdWords.

Be Original

You should attempt to reinvigorate your site on a monthly basis by changing the images, text and even the pages if necessary. The reason is simple: the frequency with which search engine’s “spiders” crawl your site is determined by when and how the content of your page changes.

Perhaps the easiest way to keep the originality high is by creating a blog. This can be time consuming but it’s a great way to connect with your customers whilst driving traffic to your site on a regular basis. The quality of content is obviously the main factor in determining the success of your blog so if you feel you have too much to cover and too little time then employ a writer to manage the blog- you can always act as editor and determine what they write about and when they write it.

If you fancy being really current start a video blog or vlog on a YouTube channel; it’s a rewarding and accessible way to advertise your services for free. Moreover, video content- being more unique- is more likely to rank on the first page of search results compared to text; so stay ahead of the competition and get the camera rolling.

  • Keep ahead of the game with Google Alerts which notifies you about online content that match your keywords.

Links Links Links

Just as important as networking in the real world are links in the virtual world. Part of your ranking will be determined by the ‘quality’ of the links that send traffic to and from your page- again highlighting the importance of a good blog. Here’s a few things to consider about links:

  • Search Engines will punish you for things such as purchasing links and link farms- which are both forms of artificial links created to improve rankings- it’s not worth the effort.
  • You’re also being judged on the links away from your page to other sites. So if you mention other sites include a reference and a link.
  • Utilise marketing affiliation- contact blogs and websites that are relevant to your business and ask them to review a product or service or write a blog for you to host onsite
  • Links between pages on your site or internal links are crucial. By linking all the pages on your site and making it easy to navigate you will increase the time spiders spend on your site therefore helping your ranking.
  • Search engines mark you out of ten for the quality of your links. This method is known as PageRank and you can determine your sites score using the service PageRank Status.

Enhance all your channels

Stay consistent across all your digital media by using the same keywords and phrases on: Facebook, Twitter, LinkedIn, email marketing, newsletters and offline advertisements, as you do on your website. By optimising all your channels you will be able to build a clear brand that your clients will associate you with.

User Experience

Search engines are trying to determine how much people like your site. So make it fun, engaging and user-friendly and ensure your pages load efficiently- any longer than three seconds is too long- and you shouldn’t have a problem. If your bounce rate is above 80% then something’s wrong, so get help or explore what you need to change.


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