Search engine optimisation (SEO) is considered necessary in modern organisational operations, the online world demands an effective digital presence for businesses to be effective. Some say the best place to hide a dead body is on page two of Google search. Highlighting the importance of online recognition and high ranking SEO!
Therefore, this blog will look at the top tips, we recommend, for optimising SEO for your organisation.
Google adwords is an online advertising platform created by Google – imagine- where you can pay to display advertising on the search engine. This means you will be visible to a targeted audience when searching for what your organisation offers the market. Google Adwords also displays adverts outside google search engine on search partners websites.
This is a considerably effective investment for improving SEO- SEO grows when your site gets more interactions, views and visits, hence why you would try to increase those numbers. Google adwords is therefore an effective investment in populating traffic on your website.
2. Know Who You’re Targeting
Understanding your audience is an effective way to optimise SEO; this means having an idea of what will be typed into search engines and what the end-goal of search is when finding your page. In order to refine and define whom your target audience is think about the service or product you are providing and what sorts of benefits a consumer would gain from your organisation.
Segmentation and clustering techniques can help refine a target audience, this audience doesn’t have to be niche, but they will share a common interest that brings them to your website.
3. Research Keywords
Google analytics and adwords can be furthermore utilised to discover keywords that people use in reference with your organisation. You can also develop negative keywords- words that are similar to your keywords but potentially reach a customer searching for a different product/ service- anything that may push your organisation to the top of the first search engine page. Google adwords, keyword planner and Google trends are tools that discover worldwide keyword usage and popularity out-with your website.
One way of creating keywords within your webpage would also be to make a list of important and relevant topics based on your business, then discover the most appropriate words associated. This can be complimented when you then optimise your titles, URLs and descriptions; page descriptions can also include keywords and make your page rank higher! Therefore, understanding what your audience are typing in and additionally what Google recommends as popular topic keywords, will ultimately increase your chances of being noticed.
4. Social Media
Social media has recently been incorporated to accompany website SEO. Encouraged massively through the influence and dominance of social media in digital marketing strategy and organisational strategic planning. According to Hootsuite (2018) social media helps search rank, search visibility, and domain or page authority, which refers to the strength of the website in relation to specific subjects. Therefore, having an active social media presence is not only useful for marketing purposes but also for improving SEO.
If your organisation does not currently have any social media platforms, a recommendation would be- get one! Sometimes your organisation and industry can suit all social media channels, and it does not hurt to ensure you are covering all, however understanding your audience and marketplace is fundamental to optimising the correct channels, where you will get the greatest engagement and interactions, thus proving a beneficial backlink to your website and creating SEO dominance.
5. Website Audit
An alternative way to boost SEO is through an efficient website audit. A website audit includes reviewing relevant information to determine the influence and rate of interactions your website gets, where your traffic comes from, geographical areas, bounce rates etc. From here you can make a rational expectation of the user journey, what pages they are landing on, dropping off from and can compare the number of users your website receives each week. This then allows you to optimise certain pages, understand your audience and market trends and can assist the previous 5 tips for keyword creation, google ads etc.
Ensuring that the speed of your website and ability to navigate is also very important, the website must be easy for viewers to use, which ensures more conversions and compliments ranking. With a faster loading website, users are more likely to visit more pages on their visit, therefore a website developer should then have the responsibility to ensure this.
A mobile friendly, fast, website also aids ranking; conducting the website audit should cover all search engines and platforms, as without your website will experience a huge drop in traffic and thus SEO.
Furthermore, it is not only good practice to conduct your own website audit, but to also do a competitor analysis. Watching competitor activity is a good benchmark for the type of content to put upon your webpage and how to compete with them to get your organisation higher ranked on search engines.
For more tips and advice feel free to get in touch!