Where would we all be without Google these days?! As such a major force in our digital world, we have to play according to the big search engine ways in order for our online presence to be found by our target markets. Below are our top tips on how to help raise your website’s search engine ranking.
Start with your research: In order to really know how to attract your target visitors to your website, you need to know what search terms they are using when looking online for products or services which match those relevant to yours. You would waste a lot of time guessing or assuming certain terms and then finding you attract the wrong type of audience who immediately bounce back when they realise your site is not what they’re looking for. Wordtracker and Google Adwords are useful tools that will help you discover the exact words and phrases your potential customers are inputting to search engines. This kind of insight gives you real intelligence into how your market is searching and consuming relevant information to your company, so use it wisely and keep checking and updating accordingly.
Specify your search terms: Based on the keyword research, you will have a list of words, terms and phrases to form the basis of your SEO strategy. Make sure you use these keywords to match your company, products/services, but also where possible, specify the terms by using additional words to attract the absolute target audience. By this, we mean adding locality, product details and company information, so that a. your audience can see upfront exactly what they will view on your site and whether it matches their needs and b. you will avoid generic terms used by the big gun sites who will most probably rank higher and have paid for these terms through PPC.
Keyword your metadata: Use the list of keywords found by your research within the metadata on your website. The title metadata shows the page titles you can see in the web browser. The description metadata is your chance to give a succinct marketing push about the content visitors can find on that particular page. The keyword metadata is where you can use the research list of terms. It will also mean these pages appear by matching the terms searched by your prospective visitors and stand out with their relevant details compared to competing generic sites. Just don’t cram the titles full of keywords as this could well have the reverse effect and be completely ignored, so key the words concise but relevant.
Quality not quantity: Content is king as we all know in the online marketing space. Spiders love new and relevant content so keep updating and refreshing the information on your site. Use the keyword research on a regular basis to keep terms applicable and reflect in your content. Blogs are an obvious way of updating content and using social media to push this content out will hopefully then drive traffic back to your site. This increases the relevance and authority of your site. Monitor your content and know which is working and attracting the most views and comments, which can help you plan future content.
Online PR: Another way to get your content viewed and in turn raise your ranking, is to write and push out quality press releases. Again the word quality is used here, as the release has to be topical, insightful, have that grabbing ‘hook’ in order for journalists, other sites and viewers alike, to want to pick it up, link to it and view it. Value in your information will in turn give you value for your website and search engine ranking.
Links: Both inbound and outbound links play an important part on the authority and trust of your website, but again we have the quality not quantity rule to apply. Making sure you have fewer links that are all totally relevant and especially from other authority sites, is far more valuable to your ranking than hundreds of non-related small sites. It’s obviously easier to control outbound links from your site, but you can track inbound links from a range of programs such as SEOmoz and Google Analytics. This will give you an insight into who is coming to your site and where they are coming from. Another useful tip is to use specific and descriptive link tags which explains what content is to be found within the link, instead of generic terms like ‘click here’, which has no search engine value beyond the attached URL. If possible, you could contact these sites and ask them to do the same to help push relevant traffic your way.
Alt tags: Finally, once you’ve managed to drive visitors to your site, you want to keep them on there as long as possible. Therefore, use a variety of multimedia to keep their interest such as images, videos and infographics. Just make sure you don’t miss an opportunity by describing your media with alt tags (alternative text description). These can then be found by search engines and add a unique source of relevance to your audience. Below is a great example of how to post and tag images in an ongoing cycle which helps increase your links, add authority from other sites and keep your visitors engaged.