Investing in SEO is becoming more important for every business, but it’s also getting more complicated, we have Google to thank for both of those things.
As we are also a SME, we understand that you can have a lot on your plate. So much, that sometimes there isn’t much time left over for complex things such as SEO.
Luckily for you we have called in the experts to give you some quick fire tips for SEO success.
Care About Your Users
It’s a point that gets raised often and tends to split marketers down the middle. Should you aim your content and SEO efforts towards your potential customers, or should you aim it towards keeping Google happy.
Andy Halliday the managing director of Indago Media has picked his corner:
The main tip has to be forget about Google and care about your users.
Write content they want to read and engage with, not content just for Google.
Produce a technically sound website that loads fast and isn’t full of errors – this will help keep users happy on your website
Build links where potential customers are – that way you can drive real customers to your site to convert.
If you do all of these right as well as driving real customers to your site, you will also boost your organic traffic.
If You Can’t Beat ‘Em, Join ‘Em. Then Beat ‘Em
There is no shame in appreciating what your competitors have to offer.
My best SEO advice is to reverse engineer your competitors best ranking page and create a better more useful page
By scoping out the competition you can see what you might be missing, as well as things they are missing. This is important as it allows you to build on an already strong foundation but make it even better. Give your customers exactly what they are looking for so they don’t need to look elsewhere and watch your traffic grow.
Give Real and Useful Advice
Daniel Rowles teaches businesses about digital marketing as Target Internet’s CEO and lead trainer and he believes that giving real and relevant advice will keep you gaining the right kind of traffic.
A helpful way to think of your web content is as a digital version of the useful advice you used to give – or would have given – to customers in-person or over the phone. If you’re a shoe retailer, you might talk about how to care for the shoes you sell. Or, if you sell software, you could explain use cases, step-by-step.
Before you set to work on a piece of web content, ask yourself the hypothetical question: would I be likely to talk to a customer about this in-store?
Using this approach will focus your content strategy on subject matter of high relevance to your business and its audience. This is important from an SEO perspective, as it ensures the traffic your articles acquire via organic web search will likely have a genuine interest in your niche.
Keep Pruning Your SEO Rose Bush
Staying on top of your SEO efforts can be the difference in being on page 1 of Google, page 10, or not at all. Don’t forget the little things and always go back and adapt to change.
- A well designed and built website with relevant landing pages will give people the best possible experience when they arrive on your website.
- On page SEO needs to be right, with accurate titles for each web page. Always focus on longer tailed keywords with less competition.
- Optimised content. Use target keywords in the first 100 words and use keywords as headers.
- When it comes to link building, it should be quality over quantity every time, using only relevant links.
- Monitor what is working and what’s not with Google Analytics to make improvements where needed.
Paz Duggal, co-director of digital marketing agency Trio Media
Do The Basics Well
Zack Neary-Hayes is a freelance SEO consultant and knows as well as anyone how doing the basics well adds untold value to your site.
SMEs should really focus their efforts on doing the basics well.
This means having a site that’s fast and easy to use, producing legitimately useful content that appeals to their target audience, and reaching out and promoting their business across other media outlets and websites in a natural way.
The SEO industry changes fast and can be difficult to keep up with, but the basics haven’t changed in years. Add value at every opportunity and prioritise your audience and website’s users above everything else.
Find The Right Keywords
It’s not a matter of plucking a keyword out of the air and running with it. Keyword research is the backbone to any good SEO campaign so doing it right is the only way you’re going to succeed.
Rachelle Strauss is a Digital Marketing Maven who helps businesses build their reputation and reach more customers. You’ll find her at House of Strauss. Here’s her advice on keyword research:
A keyword is a word or phrase potential customers enter into a search engine which are applicable to the products and services you provide.
For example, let’s say I’m looking for a bespoke piece of jewellery and I live in London. Some of my keyphrases might be “jewellery designer London”, “bespoke jeweller London” or “contemporary jewellery London”.
Unless you can climb inside the brains of your ideal clients, finding the best keywords is a guessing game; until you use Google’s free keyword tool.
Enter your chosen keyphrases and the tool tells you how many people are searching for those phrases and how much competition you’re against.
Find half a dozen keywords that have high searches and low competition which you can use throughout your website in order to start ranking for them.
Make Use Of The Tools Available
SEO can be tricky but thankfully there are plenty of available tools out there. And some are even free!
There are loads of free tools available to help with your SEO. Google provides lots of great information and software – here’s our pick:
For researching seasonal trends in your market, use Google Trends. You’ll get an understanding of how your audience searches for your products and services.
Nowadays, it’s possible to track almost anything that happens on your website. This helps you understand how your website and your marketing are performing. It’s essential to install Google Analytics.
One of the most underused tools is Google Search Console. The software gives you a sense of how Google sees your website. It identifies technical problems and provides an insight into the keywords that are attracting traffic.