In the current climate, not all businesses can afford to pay hundreds if not thousands of pounds to marketing or SEO agencies to improve the ranking of their websites.
However there are some simple steps businesses can take which will help drive your website up the search engines.
1. Make sure all your products and services are described in depth
Google’s search engine works on a very simple question and answer model. You type in what you want and Google returns the websites that best match your search. Therefore your website needs to include all the names and various terms (keywords) that describe your products and services. Google also likes to see your products and services described and worded naturally, with lots of support information that relates to that content.
2. Add new content regularly
If you read the newspaper every day and it reported the same news stories week after week, you would never buy it. View your website in the same way. Generally speaking, Google ranks websites that update their content regularly higher than those that do not. Why? Because Google wants to present current content to its searchers.
New content may include such things as better product or service descriptions, company news, market news, new clients, new projects, case studies, testimonials, guides, video, photo gallery, hints & tips, articles — you get the picture!
3. Generate some inbound links to your website
Why create inbound links? Because Google interprets this as somebody else endorsing the quality of your website, which is a big thumbs up.
Getting a link from another website to yours can be easy, but unfortunately these tend to be the ones that don’t carry any value. Links can be generated from lots of websites, including suppliers, customers, industry associations, industry magazines, industry news and articles, trade and general directories and portals.
There are also many different ways to achieve the link. With a directory it might simply be a case of adding your company details, which is why they don’t often carry any value.
With suppliers you might want to write a press release on a recent project endorsing their products. With a customer you could write a press release celebrating your longstanding relationship. With industry sites you may wish to offer your services to blog and comment on certain topics.
When you create a link within an article, where possible try to link from a keyword to the relevant page on your website. You may have to pay for some of your links, particularly in things like industry news websites or general news websites. If the website has a reasonably high page rank, then this is certainly worth considering.
4. Create a blog
As I mentioned, Google gives credit to websites that update their content regularly. Create a blog on your website that enables you to add comments and news information on what’s going on in your business on a regular basis.
5. Create links within your website
Google likes to see websites that are well structured and which help visitors navigate through the site effectively. Within the wording of your website, create links to other pages where people might wish to go for more information.
If you are in an extremely competitive marketplace, deploying these tactics alone is unlikely to get your website to the top of page one for your target keywords. Whilst the ranking of your website will certainly improve, to achieve the top positions on Google you will require the support of a specialist SEO agency.
Jonathan Scott is sales director at Northern Light Media.