Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is broken down into Off-page and On-Page optimisation. Is simple terms On-page is the work that you complete on your website to make it search engine friendly and relevant to your target audience. Off-page optimisation is the work that you complete off your website, to attract the attention of search engines to identify your website as the most relevant and up to date website for your target audience.

It is difficult enough to keep track of the changes that happen in the world of SEO for professionals, for non-professionals it is virtually impossible. However, knowing the basics can help you to decide the best option for how your business will tackle SEO. Whether you decide to keep SEO in-house or outsource it to the experts, will probably depend on the skills you have within your business. Not bothering with SEO is not an option if you want to win business online and the longer you leave SEO the further you will be left behind.

Part of your On-page SEO should be a frequently updated blog with great content that is helpful and valuable to your target audience. URL’s are still a major factor in search engine page results so always ensure that you use relative keywords in your URL’s. Try to keep these under 100 characters and use dashes or hyphens to separate keywords. Limit the number of subdirectories and certainly do not use more than 3 subdirectories to get visitors to the relevant content. If you are focusing on a specific geographic location for your target market, include the location name in your URL’s.

Your title tags are a critical success factor when it comes to SEO and you must ensure that the ‘Keywords’ that are clickable in search engine results direct visitors to relevant content. Using heading and sub-heading tags (H1, H2, H3 etc) in the right sequence will also enable search engines to understand the content on your website pages.

Next step is to make sure you images have Alt Image Tags that describe what the image on your website relate, because Google cannot see the image it only reads the description.

When using ‘Keywords’ in your text make sure that the content and context are balanced. Never be tempted to overload keywords in to your text, as this type of behaviour will be punished by search engines who may banish your website. Ensure your content is well written and aim to write a minimum of 1000 words for your blogs, if possible aim for 1500 worlds, because major search engines such as Google prefer depth of content.

If you are concerned about the time required to write blogs you could either outsource your content writing to professional copywriters or write one section or paragraph at a time and add to the content as and when you can. This may encourage your visitors return to your blog, particularly if your content is engaging.

Try targeting a specific theme when writing you content, rather than focusing on just specific keywords as this will help show your authority in this area and increase your rankings in the search page results.

To be continued…