To effectively optimise your site, you need to target specific keywords and phrases. In order to be found by the kind of people who actually want to do business with you, you need to rank for the kinds of searches those people are carrying out.
The most simple way of identifying relevant search queries is to put yourself in the shoes of your customers; if you were looking for your products, what would you type into Google?
Using specialist tools and techniques, it is possible to go more in-depth than this, finding out what people are searching and how much competition there is for each query.
There are a number of steps you can take to make your site more appealing to search engines. For example, you’ll need to ensure that your targeted keywords and phrases are used prominently within the content of your website.
However, be careful not to use them excessively or cram too many different keyword phrases onto a single page.
The other tip you can use is to ensure there are relevant internal links between different pages of your website. These internal links are important because they:
Do bear in mind that search engines love sites with fresh new content that is frequently updated. That’s why so many businesses maintain up-to-date blogs.
So, if you haven’t done so already, it’s really worth investing the time and effort in publishing regularly, relevant and useful articles that your customers will love, share and comment on.
Search engine’s don’t evaluate your site in isolation, but also judge it by its relationships with other sites. These relationships primarily take the form of links, going both ways.
You should have links going out from your site to relevant, high-quality and well-regarded pages, and also use tactics such as guest blogging and sending out press releases to build up a portfolio of similarly high-quality links coming in to your own site.
SEO works tremendously well in conjunction with other methods of digital marketing. There’s obviously a lot of overlap between the keywords you use within your content, and the keywords you focus on for paid searches (PPC).
A slightly less obvious, yet equally important area, is where SEO complements your social media marketing efforts. Links coming from your posts on social platforms have become increasingly useful for SEO in recent years, and so it can be useful to think about tactics that will serve both to engage with users and help links propagate.
All efforts to make your website and your marketing tactics appeal to search engines should be carefully balanced to maintain the appeal to human users.
SEO only gets your site in front of people, but after that, your website content still needs to win people over. It can be surprisingly easy to take certain SEO tactics so far that the appeal to human users is compromised, and sometimes this means overdoing things and getting penalized by search engines as well.
With care and balance, however, it is entirely possible to make a site that wins over both humans and machines.
At Digital Gold HQ, we are experts in all aspects of SEO, and we know how to balance different tactics against each other and against the need to maintain your site’s appeal to users. For more information, have a look at the SEO services we can offer or get in touch.