03 Jul What We’ve Learnt About Search Engine Optimisation
Search Engine Optimisation is the process to ‘optimise’ your website so it has an organic placement (not paid) in search engine results such as Google, Bing or Yahoo.
As we move into a world that is all about connections, relationships and conversation in a range of online platforms, user interaction on your website has become increasingly important. There are many factors which affect a websites ranking and whilst it is important to ensure your website is built to be “SEO friendly”, we want to make sure you understand it’s just as important to build your website for your target audience.
Megan and I recently attended a Search Engine Optimisation seminar and noted down some key takeaways that we wanted to share with you to try for yourself;
- The primary job of a search engine is to provide answers; Does your website answer the need of your audience? Think about it like this, if you were to ask the search engine a question such as “Italian restaurants in South Perth” you would expect that the page of results listed would be relevant to your search. So, if you want to rank for certain keywords, you need to show the search engines that your content is relevant. (There is way more to this, you don’t simply rank number 1 just by having a keyword on a page, but I think you get where I’m going with this).
TIP: List each website and write down a focus keyword for each so you can be sure your content is relevant to the audience searches, you have answered the queries your target may likely type into search engines and that your website actually makes sense and isn’t full of the same keyword.
- You need to be producing quality content. Search Engines want to provide the best and most relevant results to the user so if your website is old and outdated it isn’t considered relevant. Your content (i.e blogs, articles etc) should be a minimum of 700 and ideally 1200 words. It should be well structured, include images and video and uniquely written. This means that it hasn’t been used on any other web page before.
TIP: Make sure if you’re producing videos that they are optimised and include a focus keyword and description. Your images need to be saved with the correct naming conventions and include the keyword and given ALT attributes when uploaded to the website.
- Select a Focus Keyword. Each page needs a Focus Keyword, this is the them for the page and would usually be something that your audience would type into search engines i.e. Italian Restaurant South Perth. Your focus keyword needs to be in the page title, the first paragraph, the last paragraph, in the sub heading and at least 1% density throughout the page.
TIP: If you have a WordPress website YOAST SEO is a great plugin which helps you structure your page and site to be SEO friendly.
- Your website needs to be credible and built well. One of the most important ranking factors is the credibility of the website at a domain and page level. That means pretty much everything about your domain name and website and how it is used such as quality of inbound links. A few years ago, there were “dark” seo practices which saw businesses purchase paid links to show high volumes of inbound links in the hope to rank higher in search engines (Google use algorithms to determine popularity and relevance so the higher number of inbound links would get preference but they have since worked to remove all these websites).
TIP: There are sites such as WOORANK.COM which provide a free report on your website to show errors and what needs to be fixed to ensure it will perform better in the search engines.
Search Engine Optimisation is complex and we definitely aren’t saying you can do it all yourself, there are companies out there who specialise in this. BUT if you follow the 4 items listed above, you will be one step closer to ensuring your website is as SEO friendly as it can be and it’s likely you may see improvements in some of your rankings. If you have any questions or would like to have a chat please CONTACT US.