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6 ways to improve your SEO.

Just a couple of years ago, it was fairly easy to secure a decent page ranking on most search engines by simply stuffing a list of keywords in the background of your website (meta keywords) and a well-aimed description of your services. Wait a while and your website would appear on Google. Eventually.

Times have changed

Well, of course, these day’s, things have changed. You need to work a lot harder to achieve higher indexing on the major search engines. Google has flipped the way it looks at web pages, as have all of the other important search engines like Bing and Yahoo.

Stuffing keywords into the background of your website no longer works. Your website could even be blacklisted for doing so.

What search engines are looking for.

  • Mobile first. Google is placing an ever-increasing emphasis on the mobile version of your website. Users should not need to pinch or expand your mobile website in order to view content. Visitors must be able to scroll with one finger and to be able to press the correct sized buttons.
  • Page speed. Your website must load quickly on all devices. Page loading times of around 1.5 seconds are considered average but would still be indexed by Google.
  • Domain authority. Your SEO ranking will be affected by how high your DA is. Measured by the age of your website domain and the usefulness of its content along with websites that link directly back to your pages.
  • Clear and precise content structure. Your website should not only be easy to navigate for human beings but the search engines will also appreciate a well constructed, logical path and predictable results.

It’s in the words

Your copy should be written carefully to include keywords, sentences, and phrases about your business and the type of services you offer but most importantly, to show authority on your subject. Simply put, the more you can demonstrate your expertise from the content on your website, the better the chance of your website achieving a higher listing on the major search engines.

Content is king

Be prepared to give away advice and tips about your industry to establish you as the guide, the go-to people, the authority in your market place. This will provide your customers with a reassurance that you are the company to do business with, whilst at the same time, proving to the search engines that your website is worth linking to. Write blogs and content about your business and link and share them on your social media accounts. Gather likes and comments. Give your secrets away! This is Content Marketing, the new way of approaching marketing.

How it’s done

1. Keyphrase strategy. Establish and learn the words and phrases that achieve higher listings on a website search for your type of business. Look at your competition but most importantly, never copy! Incorporate these phrases into the words on your website in a coherent and meaningful way. Ask yourself: “What did I search for on Google about my type of business?”


2. Create pages. Make sure that your website menu is bursting with helpful pages about your industry. Links to your blogs and internal page links to your articles are a great way to establish your authority.


3. Simplify your message. Too much clutter and over information on your website adds confusion to your customers and to search engines. Don’t be afraid to get straight to the point. For example, if you are a plumber, say it. ” We fix plumbing in Weymouth”. Right there, you explain what you do whilst at the same time, providing a brilliant keyphrase that is search engine friendly.


4. Page titles. It is important that your page titles reflect exactly what your page content is about. A little obvious but often overlooked. For example, your page will have more meaning to a search engine if it is called “Plumbing in Weymouth” instead of “About Us”.


5. Update regularly. Counter-intuitive perhaps but it is good to refresh your content and copy regularly. Stay on top of your content. Websites are never ‘finished’ and search engines appreciate updated new content to index. It may give you the edge on your competitors. Keep an eye on your own website.


6. Start as soon as you can. Don’t get left behind. Start building trust and authority about your business as soon as possible. You can be sure that your competition will be on the ball and achieving better SEO results than you if you do nothing. “If you build it they will come” no longer works.

As a result, your search engine rankings will improve.


P.S. It’s worth mentioning that your website should be optimised for speed. Google in particular ranks sites higher on page speed load times which in turn helps them provide the top search results for their customers. Remove content from your website that slows it down.

And finally, one last thing… avoid talking about yourself. Position yourself as the guide, the font of all knowledge about your profession. Guide your customers, teach your customers and you will be appreciated. Assumed knowledge is a dangerous thing…

Colin Stratford. So&So marketing.

6 ways to improve your SEO
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