Google is the number one search engine in the world. In the UK, it has almost 91% of the search engine market, which means that 9 out of 10 searches are performed through Google, as opposed to its nearest competitors, which are Bing and Yahoo. So it makes sense to make your website Google SEO-effective. Here, we’ll share the different components for success and explain what you can do to optimize your website for Google.
Your website content will stand or fall through your use of keywords. So your first step should always be keyword research. Keyword research is what you do to discover the actual search queries that your target audience is likely to enter into a search engine box. When you have the information on these traffic-driving search terms, you can use it to write your website content and to direct your SEO content marketing strategy. So the best way to start winkling out these all-important ‘seed’ keywords to improve your performance is to brainstorm the topics you think will be of interest to your customers. If you have employees, get them involved too. Look at your competitor sites to determine the keywords they’re targeting. Read customer reviews to get a handle on the type of language they use . It might not be the same as yours. You may think you’re selling, for example, ‘pre-owned cars’ but your customers may be typing in other terms such as ‘second-hand’ or ‘used’ cars.
Then finesse by using a keyword research tool. The best free one is Google Keyword Planner but there are a host of more sophisticated paid tools available. Alternatively you can employ a keyword research specialist to do all this legwork for you. Your goal is to find the keywords that are specific to your website or business. Say you’re a solicitor who specialises in family law in the Brighton area, you are going to be wanting to write pages that will draw in the right traffic. So you should be aiming for long-tail keywords such as ‘family law solicitor Brighton’ (adding your location will mean you are not competing against the whole of the UK) or ‘free divorce consultation Brighton’ or ‘legal advice on divorce, Brighton’.
Long tail keywords are a pillar of successful strategy. That’s because they are much more specific to your particular business and customer base. Yes they’ll drive less traffic to your site than a more generic or broad match term. But the traffic they will drive will be what’s known as ‘qualified’, ie. it singles out the people more likely to convert to genuine leads. You then choose one keyword phrase to optimize for each website page and have it appear in your content. You don’t want to over-use this phrase otherwise it won’t read naturally and will be spammy. You do want it to be used in certain significant places in your on-page content because these are indicative to Google that it is this phrase you are optimizing for. Which places are these?
Before we go into the detail, here’s a quick way to check if you are using your keywords correctly and in the right places in your content. You can get a leap ahead with your content writing by using our smart Page Optimizer analysis tool that we have developed in-house.. It’s easy to use and will enable you to improve your web page content for good Google SEO. It’s also free. SEO Page Optimizer is designed to scan your website content in the way that Google does. It’s a tool that enables you to grade and improve your website wording when you upload it. It then points out to you the errors you’re making. You can then follow the report it delivers to better optimize the content on every page. We offer one free analysis every day. Try it out now on any page of your site assess your content for its effectiveness.
Body: Don’t be too repetitive with your keyword phrase – use it but also mix in synonyms and related words and add qualifiers to your keywords such as ‘easiest’, ‘best’ and ‘most affordable’ for example.
Title tag: You have 70 characters to use for this as this is the limit set by Google. Frontload your keywords here as this is an important indicator to Google as to what your site is about. So in our example above, you might use Family law solicitor Brighton | Free divorce consultation. If you have room, you could end with your company name but it’s the keywords that you should prioritize as your company name will appear in the url in any case. Having the keyword in your title will improve your CTR from the SERPs.
Headings and sub-heads (h1 and h2 etc): These are important on-page locations for your target keywords.
Meta description: This is the more wordy description that appears below your result in Google. You should treat this as a mini advertisement for your page and write it appealingly. Try and include relevant keywords to encourage people to click-through. How long should it be for optimum Google SEO? It used to be said that it should be limited to 160 characters but Google is now showing these snippets longer, notably in mobile results. So the best advice is to write a meta description that works well at 160 characters and at up to 300 characters.
ALT tags: This is the tag you add to any images you include and it’s good to use visual content to make your site more appealing. So use your keywords when you can in these as it’s another indicator to Google what your site is all about.
Anchor text: Help Google find its way around your site with your anchor text. This is a simple tactic for Google SEO. It involves your linking to other internal pages of your own website and using your keyword or variations of it as the anchor text.
There are simple steps that you can follow to boost your website’s visibility in the SERPs. Our checklist below will guide you through the actions you can take to heighten your website’s findability in Google. It is true that all browsers, including Yahoo, Bing and the newer Duck Duck Go, have specific processes they follow to rank pages. But it’s Google you should prioritize. Optimize your site with Google in mind and you’ll up your visibility for them all. Google is by far the most used brower in the UK and it’s also the biggest for the rest of Europe. Following the suggestions we give below will help you hoist your ranking. We also offer two free online tools to give you a better organic ranking. They are: SEO Page Optimizer, an on-page content analyser, and Keyboost, a tool that helps find good backlink opportunities for your website. They’re both free to trial and free to use depending on how much you want to use them. Simply click on the links to give them a test run.
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Despite the much publicised updates Google makes to its algorithms every few months, the fact is that performance and Google’s primary search methods haven’t altered hugely in the past few years. The basic signals that decide where you rank are the same. It’s just that in some cases Google is prioritizing some of these over others – for example mobile responsiveness is now more paramount. So focus on the ‘brass tacks’ of your web effectiveness below and you’ll be achieving a solid strategy.
Your website has a dual purpose. Firstly, it has the goal you set it, which might be attracting retail customers or people who want to use your services. Secondly, it has to deliver this target audience what they are looking for. So remember your website is not all about you. Every page should have a purpose, a topic and its own associated keywords.
Invest in the right tools to get your website strategy working. Adding content to your own website regularly means you will need an easy-to-use CMS (content management system). If time constraints or knowledge mean you can’t do it yourself, then look at outsourcing. If you need assistance, our team of consultants are able to partner with you to develop your strategy. If you would like to see how we can help, get in touch with us for an informal consultation. Email us at firstname.lastname@example.org and ‘+44 3308 084797.
Reliable web hosting is a cornerstone of web performance. So it’s worth investing in. Your visitors will want to be able to access your website constantly so you need guaranteed up-time and security. You also want a host that backs up your site so that you never lose your data. Enquire about the site loading time. Research shows that for every 1 second your customers have to wait for your website to load, 20% will go elsewhere. Faster page load speeds are better for your website SEO too as page speed is now a significant search engine ranking factor.
Without these, you’ll be running your website ‘blind’ with no idea of what’s working well and what isn’t. There’s now a whole host of metrics, from basic to complex, for keeping tabs on your performance. These metrics will tell you:
Getting to grips with this information will mean you can improve your site performance and see where your website is achieving the results you want. If you’re starting out, you can use Google Analytics for free and Google Search Console.
This is the technical side of your website. The bottom line is to ensure your site is visible, or readable, by search engine bots. Provide a navigational structure that makes your website easy to follow. Web strategists call this UX or User experience design. Wikipedia puts it well when it defines it as: “User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product. User experience design encompasses traditional human–computer interaction (HCI) design, and extends it by addressing all aspects of a product or service as perceived by users.” Basically the fewer clicks a user has to follow to get to where he wants to go the better. Website experts often say that a user of a website should ideally be able to get to the place he wants with a maximum of three clicks. So make the organisation of your content and your navigation clarity a priority. To assist your users, give them what’s known as breadcrumb paths. These are links to other pages. Good breadcrumbs should be a way to let your users move easily about your site without having to work their way through the main navigation system. The byword here for your site’s effectiveness is make it simple for your visitors. Your objective should be helping your visitors pilot their way to their ideal destination on your website as fluidly as possible.
Why should you choose a single keyword phrase? Keywords are the specific words that the visitor has used to carry out a search in a search engine and to arrive at your site. Lets explain this. A visitor is searching on Google. He or she uses his own keywords to do this ie. ‘affordable vintage wedding dresses in Hampshire’ or ‘heather honey supplier Scotland’. Google will do a sweep of all the website pages that feature these words. Then Google will judge which one is most likely to answer the query exactly. This is the page that will appear in the first position of its organic results.
The better quality your content, the higher it’s going to rank in the SERPS. Quality means it’s long enough to be worth reading (aim for 600 words plus); highly readable so make it engaging, not dull; and scannable (headings, sub-heads and bullet points help with this). And give your video and image content keyword-rich descriptions too because Google cannot ‘read’ these – they need to be labelled. This content needs to be fresh and constantly updated. A website should not be a static thing. Every website owner, if they are aiming to maintain their effectiveness, should be putting out at least one new piece of content ideally at a weekly interval. The more content you have online using your target keywords or variations of them, the better for your performance. This copy should be novel and your own work and written carefully to interest your target audience. Where you position your keywords in this content is crucial to your site’s ranking. So for every page you write for your designated keyword, make sure you include them in the following places to get maximum results:
Not sure if you’ve used your keywords in the right places? We can help you with our free on-page checker. Would you like to run your own webpages through our checker to assess their keyword effectiveness? We make available one free webpage analysis per day via our in-house developed program, SEO Page Optimizer. It delivers back to you a comprehensive analysis and actually tells you what to alter in your copy to achieve a Google top 10 ranking. Try SEO Page Optimizer now. When you click, we take you to our online form where you simply type in the target keywords you’re aiming to optimize for. The data that the report gives you will indicate how you should re-position these keywords. It also provides a list of related words you should use to further strengthen your findability within Google. Our smart Page Optimizer tool provides step-by-step instructions on what to change. Click here for your daily webpage analysis and get your keywords and site SEO right. Request your free analysis and quote now. Email us at email@example.com or call us at +44 3308 084797.
On the Internet, it’s rather like life: it’s not what you know, but who you know … The analogy is apt because Google will judge you upon what it sees as your ‘reputation’. The more backlinks you have coming to your site, and the more relevant and trustworthy the backlinks are, the better Google sees your site and the higher it will rank it. This is known as your link profile. Working on your link profile a really worthwhile way of improving your online visibility and your SERPs authority. But you should aim for backlinks from sites that cover the topics you do. There’s little value for a website about an organic food restaurant, for example, to have a backlink from a website in a totally unrelated area, such as a car mechanic. The best websites to secure links from too are ones that already have plenty of incoming links – which shows they are popular – and which have a strong Page Rank – which means that Google deems them as sites of authority. Just to be clear, a backlink is a hyperlink from another website. Other websites will link to you to share the information you provide and to indicate that they think you’re offering valuable content. You in turn might well also link out to other website content in a similar niche to yours and this is a good thing to do. The Internet, is, after all, a network and designed to make connections. It does take work to get backlinks to your site though and actually make a difference to your organic ranking.
If you’ve got content on your website you think that other website owners might be interested in, highlight it via your social media channels such as Instagram, LinkedIn, Facebook and Twitter. The more people can be alerted to your blog content etc, the more the probability they will backlink to you and boost your website SEO. On this note, you might think you should not link out to other websites. The fact is you should, if you’re linking to useful website content in your niche area. If you’re referencing other valuable sites, it actually boosts your site’s authority. Tap into Keyboost to get backlinks for better website SEO. Why not improve your website SEO with our free Keyboost trial? You’ll see a hike in your rankings rapidly – most users go up in the SERPs in less than a month. What can you expect? We find that a site in the Google top 30 can normally edge up to a top 10 listing. To explain how it works, Keyboost is run by our specialist technicians. They will ask you, via the online form you fill in, for your target keyword. Then they will research your website and its niche. They will then do the heavy legwork for you by exploring the right sites in your niche area from which to place backlinks. To be clear, this is no ‘black hat’ technique. We do not research backlink opportunities from any sites that are not relevant to yours or without authority. We know that Google rewards only those sites that aim to bring value to their users.
To prove its effectiveness, we offer one free Keyboost test per domain. As long as your webpage has a top 100 position in Google for your target keyword. If, once convinced that Keyboost does give your ranking a boost, you then want further Keyboosts for the other pages on your website, you can fill in our online form to receive a quotation. The costs are very reasonable and far cheaper than using Google Adwords, for example.
We touched on this in the section on your site architecture which also has a bearing on your website’s speed. It’s vital for website performance because Google has announced it is now customizing its search results to give priority to those websites that are properly optimized for mobile users. This means your site needs to have been built using responsive design. In other words, your pages will render well on whatever device they are viewed upon.
Your page content and your link profile are the backbone of your website SEO. So take advantage of the free tools we offer to improve these aspects of your site. A clever online tool to help with your content creation: SEO Page Optimizer. To get your personalized report on your web page content, you simply fill in your webpage URL and your target keyword into the online form. This page sleuth then scans your copy and compares it to the top 10 pages in Google for that target keyword. It then directs you as to how to reformat your text. It provides specific guidance as to how to re-word your content and re-position your keywords so that it’s better optimized for Google. Importantly it also provides you with related keywords. These are the synonyms, variations and semantically related phrases that you can use to bolster your content and not over-use your target keyword. Give it a try now for free and discover how easy it is to use SEO Page Optimizer. Your on-page content will be optimized for maximum SEO effect.
6 BENEFITS OF SEO PAGE OPTIMIZER:
To find out more or to try it out, simply click here. If you need more analyzes than one per day, they are not expensive and you can easily order these online. Our second online tool is Keyboost which will help you outperform your web competition by scanning the web for genuine link opportunities. Our technicians will seek out only those that are relevant to your visitors and in a comparable niche of high authority. These will be added slowly to your site as link growth speed should be gradual and organic. Your outcome will be a steady rise in the SERPs across usually less than a month. Our experience is that Keyboost secures superior results for our clients than Search Engine Advertising and the price is far lower. Your first trial, too, is entirely free. We make this available as we want to convince you that it works. Interested to trial Keyboost for free? Click here to get started.
When you write your website copy, have your customers in mind, not Google first. Do this by having a clear buyer persona in mind so you’re writing for this one persona. You’ll have had to do some research to flesh out this persona. Basically, a buyer persona is a detailed description of your ideal customer and it helps to give this person a fictional name so you know who you are addressing. A complete buyer persona includes everything from demographic information to hobbies, and from career history to family size, as well as their needs and buying habits. You’ll then find it much easier to write your content in a way that resonates with your target audience. This will help you intuitively use the right keywords and naturally improve your web performance. If you try to write your content for the search engines alone, your job will be much harder as you’ll end up with keyword-stuffed babble.
It’s at this point you should try putting your page through SEO Page Optimizer. SEO Page Optimizer is a web page scrutinizer. It will serve you up a comprehensive report with tips on how to customize your webpage so that it gets even higher in Google. If you’ve over-used your keywords, it will tell you so. If your page could be better optimized if you used them more in the heading tags or in your meta description, it will give you precise instructions as to how to do this. If you should be using more synonyms or related words, it will not only inform you of this; it will give you a list of suggestions. We give everyone who registers with us one free daily analysis with SEO Page Optimizer . Click here if you’ve completed your content and you’re ready to see how you could improve it for Google.
Did you know that overall ROI tends to be higher for companies who blog? Inbound marketing company Hubspot says that businesses who prioritise blogging gain a 13X increase in ROI, year after year. Blogging is one of the most powerful ways to increase your organic site traffic. From a marketing point of view, it helps to show what your company is all about and is a reflection of its personality and will help you differentiate yourself from the competition. It can make a big differens in terms of your search visibility, leads, and, of course, sales. Importantly too, it makes your website much more likely to secure high-quality inbound links from other websites who want to share your valuable content with their own visitors. A blog is also a good platform from which you can establish yourself or your brand as an expert in your niche area. Look at creating as much ‘evergreen’ content as you can. This is the type of solid keyword-rich explanation guide that won’t date (if something changes you can update it) and that can remain on your site as a draw to your audience.
This sort of content needs to be well written, have a catchy title, should answer a question or provide information that you know your audience will find useful and written with web performance as your goal. It could be the ‘definitive guide to xxxx’ or ’10 ways you can successfully do xxx’. Best of all make it citable by including some of your own original research. Include rich media, such as video, and infographics too. Having a blog section on your website means you have the perfect place to add in content often and naturally. It can also serve as a great place for website visitors to gain information that’s relevant to your niche, and other blogging platforms can lead to your blog. If you can update it regularly, it’s a strong indicator to Google that your website is active, loved and maintained. From Google’s point of view, the more blog content you have on your site, the more pages you have for it to crawl and index. And if that content is packed with variations of your target keywords, then you have more ‘hooks’ in the sea of content on the Web to use as bait to draw in your fish: your target audience.
You’re setting yourself an impossible task if you’re going after broad match keywords that are highly competitive. Every business or website is different and although you may be targeting a similar audience to your competitiors, there will be some ways in which you are different. Here you need to grasp that having a lower search volume is a better long-term strategy than going after the broad terms with high search volume and competition. To find these out you need to do some research. A good place to start is Google’s auto-suggest which will tell you the most-used long-tail keywords in search. These are the phrases that automatically appear when you start typing a keyword string into the search field. It’s worth looking at forums that cover your niche to try and winkle these out or your own customer reviews – they will use keywords that wouldn’t necessarily come to your mind. As well as your long-tail keywords, search engines will expect you to use ‘topic-relevant’ keywords. Google does not assess your content as a human visitor does, It is looking for connections all the time to determine what your site is about. So say you are a florist in Manchester, it might expect to see terms such as local florist, wedding flowers in Manchester, Manchester funeral flowers delivery etc. This is because Google will be comparing your content with other related content on high-performing websites in a similar niche to you. Note, for this, fortunately, SEO Page Optimizer will deliver you these related and topic words in its report. There are also a host of tools (both free and paid) on the web that you can use to find long-tail keywords that relate to the keywords you are targeting. One of the best is Ubersuggest.
Once you’ve enough content and pages on your site, it’s time to create a network of links through it. This will keep people moving on around your website so they are less likely to bounce. It will also act as a pathway for Google’s bots to crawl. So aim to have no ‘dead-end’ page. Every page should link to another and take your visitors on a journey around your site – ideally towards your desired action. Strategic internal linking is a powerful technique for boosting your SEO if you do it correctly. You can use your keywords or variations of them as the anchor text for the links to other pages but you must make sure you’re using them logically. Don’t, for example, use the anchor text ‘best-value vitamin products for pregnant women’ and then link to a page that has no relation to this subject.
Not using your alt text tags is a wasted opportunity to use your keywords and communicate to Google what your site is all about. Search engines are able to read words on your website but they cannot ‘see’ the images on your site. Instead they will be looking to find your alt text which should be akin to a photo caption. It will be a short description about each image you’re using. It’s good practices to include the name of your business and a few keywords if they’re relevant. Again this is an area in which SEO Page Optimizer can help you. When it scans your webpage, one of the areas at which it looks is your use of alt text. If it determines you have not used your keywords adequately for your alt text, it will highlight this in its report. You can click here to go straight to the tool,
Each of your web pages should be structured carefully and logically so that it has a title (also known as the H1), a secondary heading (H2) and further subheads (H3 and H4) etc. These are all on-page ranking factors. Not only does this make it clearer for your visitors to scan your page, but when search engines crawl your website, they grasp the purpose of your webpage better if they are supplied with this text hierarchy. The most important part is your H1 main heading – remember only to have one of these per page. It’s where you should prioritize the use of your keywords. Then use your headings in a cascading order and use synonyms or related words in the other headings. The more logical your text structure is, the easier search engines will scan and then index your site’s content. You can get help with the correct positioning of your keywords or related words using SEO Page Optimizer. It will flag up any inappropriate or inadequate use of your keywords adequately in your alt text. Try out the tool.
There are lots of recommendations online about the number of words you need to write on your webpage to optimize your keyword. Google actually cites a minimum of 250-300 words; other experts say closer to 2,000. Which is right for you? The fact is that there is no perfect word count for any webpage as a general rule. If you want to rank for your target keyword, then the amount of content you need to write will depend on how much competition there is for your keyword and what your current domain authority is. However there is a way to determine your optimum word count using SEO Page Optimizer. When you input your page url or html file for your web page and your target keyword, it will scan your page and compare it to the top 10 pages ranking for that keyword term at that moment in Google. It will then specifically tell you the length of content you need to write to be within the top 10. If its analysis indicates that you have insufficient content, it will highlight this in its report. You can click here to go straight to the tool.
It’s a very good idea to submit your sitemap to Google and for good measure other search engines such as Yahoo and Bing. It’s also effective to do this again whenever you make significant changes to your website. This simply notifies the search engines that they should crawl your site.
Winning backlinks to your website should be a main priority to improve your ranking and earch engine score. To succeed though you must secure links to your website that are quality. Poor quality links could actually harm you or will be disregarded by Google. Google is looking for backlinks that come to your site from other websites that are in a similar topic area and ideally from sites that are of high authority and have plenty of quality incoming links themselves. You would be wise to avoid any of the automated link-building services that used to be popular but that Google now detects as spam. If you do outsource your link building, make sure it is with a reputable company that guarantees high quality links that are relevant to you. A good company will not give you instant results. Instead it will take time to research the right websites for you and the backlinks will be added gradually over a period of time.
We give every customer a free Keyboost trial for his or her domain. If you’re pleased with the results, we’re then happy to give you a quotation for further link building services. Our link building is carried out by our specialist technicians who will methodically and meticulously research your niche area and relevant websites of value to you. The price of our link building service compares well to paid advertising such as PPC. The precise cost will depend on your current position in Google, the number of keywords for which you want to build links and how competitive those keywords are. Get your free Keyboost link building services trial by filling in the application form here. But if you want to get backlinks yourself, there are a number of tactics you can follow to help this happen naturally. First, make sure you have a well-written, information-rich website, that you constantly update with excellent blog material. That way you’ll attract visitors and other websites will naturally want to reference your website as a useful resource. Become a member of forums in your niche area and be active in them. Answer questions, give advice, post questions and comments and always include a link to your website in your responses. This will draw visitors to your website and encourage others to link to you. Offer to guest blog for other websites in similar topic areas to you. If you can deliver quality content for free, then not only do you increase your reputation, but the other website will link to yours within the guest blog.
Using social media for SEO is an effective tactic to boost your organic ratings. Links on social media are seen as high-quality links because social media websites have strong web authority owing to their immense traffic. So whether you’re prioritizing Facebook, Twitter, Instagram, LinkedIn, Youtube, Pinterest or any other platform, always insert a hyperlink to your website in all your social media profiles. The more people who discover you on social media, the more will end up visiting your website and increasing your traffic count. Also make sure you have share buttons for those platforms on your website, and particularly on shareable pages such as your blog content. The more people retweet your content or share your posts on Facebook and LinkedIn, the more Google will take note. And the more you have the opportunity to attract those all-important backlinks. But don’t just view your social media as a broadcast channel. Make an active effort to grow your followers, on any of these platforms, and try to seek out relevant followers to your niche. Google will detect the quality of your followers and if you have plenty in your area of expertise, it will see it as a sign of your authority. Using social media is also a good way to boost your online brand presence. Google actually owns this platform so it will certainly be aware of you your activity on Google+. The more active you can be on this platform, the better rankings you will achieve. Also try to make full use of your Google my Business page. This now allows you to add in a weekly post and photograph – a great opportunity to use your keywords. They’re also very prominent and totally free to add.
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