Jackie Blaker writes about SEO …
Some specialist SEO companies will have us believe that SEO needs constant work, is very expensive and requires an in-depth technical knowledge in order to produce results.
Although to be successful, there is a need to work hard on search engine promotion, much of it is also just common sense and although there is an initial financial outlay, the ROI can be substantial and can turn around a failing brand, product or even a business
What simple things can you do to improve your SEO?
Base your promotion on research rather than instinct – look and see what your competitors are doing, find out how your customers search or use bespoke software to find out how people are searching for your product/service.
Use simple, effective navigation in your website design. Hyper-link between pages wherever possible to encourage the search engines to “spider” the site, and use the keywords in the links.
Use keyword headings and sub–headings across all pages. Use good content that engages your target audience on ALL pages, but which naturally uses the keyword phrases you would like to be found under.
Keep news pages and case studies regularly updated with relevant content, search engines love this.
Make sure you are listed with Google Places – it’s free!
Try targeting specific sectors rather than generic terms e.g. “safety signage” or “school signage” rather than “signage”. You will compete more effectively and have more targeted visitors.
What can you expect from SEO?
This depends very much on the competitiveness of your industry.
Businesses focusing on geographical location have a big advantage with the search engines as they can target their content. Competition is less; visitors are fewer but are highly targeted, resulting in better conversions. For example, at MAXX Design we have targeted graphic design company Berkshire, or website design company Berkshire, rather than targeting the whole of the UK.
What Will SEO Cost?
Consider that you are looking for ROI. Many companies spend thousands on their SEO, however, great organic listings can create unsolicited business enquiries.
Most of the cost is in the initial development of the content, browser titles and meta-tags based on the research into what keywords will work the hardest for you.
This has to then be followed up with regular “feeding” with news articles, blogs, tweets, all linking great content back to your site.
SEO Research is crucial to see just what people are searching for; there is no point being no 1 for a keyword phrase nobody uses.
The text or content on each page should be “keyword rich” – contain as many of the researched words as possible. This content must be relevant and the pages must be dedicated to the chosen topic – you have to tell the search engines what your site is about.
There is a constant compromise between good marketing copy and good SEO copy. The trick is to ultimately focus on your customer, but use good headings and sub headings to help the search engines.
You could optimise your site and then leave it. It is possible to do a great job initially, see a massive improvement in listings and hopefully a massive improvement in visitors. BUT … your competitors will not stand still, your business will not stand still, SO your website should not stand still. If you update content on a regular basis, target the content to the keywords where perhaps you are not listed so well through news, case studies and white papers. Think about how they are linked across your site and consider releasing the information outside your site.
If you are still struggling to get a presence online – maybe try paying for your search engine listings.
PPC – Pay Per Click
Many first time web marketers avoid “pay per click” marketing believing it to be a “licence to print money”. In some regards this is true – it can be very expensive and difficult to track success however it is possible to make the PPC system work hard for you.
Good for getting a presence where search engine organic listings are too competitive or if you have a new site or product.
Highly targeted keywords and adverts create better conversions. Don’t waste money on generic keywords.
Adverts placed to respond to topical subjects can be very effective – e.g. local vet advertising a blue tongue vaccination during recent scare.
For More Info …
Email Stewart Dawes media@seotherapy.com.au for more info on SEO, digital design and social media.
