Content is Queen, after all, they’re better than kings!
Anyway, if you’ve been searching for ways to improve sales and enquiries from your website you’ve probably come across the term SEO which stands for Search Engine Optimisation. Like most acronyms, it’s not very self-explanatory. It’s just a term meaning the technique of making websites rank higher in Google and other search engines, whilst making the title and meta description in the search engine results page enticing enough to tap into your website. More about meta tags here.
But it doesn’t end there. Your website shouldn’t put people off with tiny text, poor, overly bright backgrounds or be a bad user experience so that as soon as someone is on your website they click off, you want them to stay and buy not bye!
This article assumes you have a well-designed website, the text isn’t too small to read and it’s mobile-friendly. If you have any doubts about your website, contact us, we’re more than happy to help.
Write useful stuff frequently
On page SEO is probably the most important ranking factor of all. Google likes fresh useful content. I feel like a broken record saying that, but it’s still true after all these years. It doesn’t want people to visit sites of organisations which are no longer in existence, that would be useless to its visitors, the only way it can tell is if the website has been updated recently.
Do at least two articles a month if not more.
How much text per page?
Write at least 400-500 words. A small essay when I was at school. If you find you’ve written over a thousand words, see if you can break it into sections for future posts.
Breaking up the text into easily readable pieces of content is good SEO too, as it’s easier to read and Google knows this. How to do this in WordPress here
How to structure your website for fresh content
A blog or news area is a convenient way to add new and useful content.
What is useful content? I hear you cry!
If you sell physical products, writing about how to look after those products is great for people searching. So for example, if you sell jewellery then ‘how to look after gold…’ is a good one. Answering questions by including them in your website means when people search for ‘how to…’ your web page is more likely to come up. Which leads me to FAQs, you can add to these and having a FAQs (which means Frequently Asked Questions) page means you can address lots of questions here in one go without having to write an article around each.
You might need some specialist SEO tool for keyword research, the next best thing is if you think about who you want to sell to, try and think how they think and write for them. If this still isn’t working let us know, we really want to help.
Be topical, we’ve just had UEFA Women's EUROs, where England won, yay! And I’m doing it right here, although tenuous for a website designer, using content around what’s currently happening or trending can be a source of inspiration and content being searched for, same principle goes for Social media.
When you write blog posts make sure you put calls to action within the text, for example contact us for SEO help. Your blog posts should help people as well as promote your business. Just don’t stuff your content with too many CTAs obviously that will look horrendous, but do make it convenient for people to get into contact.
A backlink is a link to your website from another. Getting decent links to your site is like a vote for your website. Building links can be tricky, there are lots of dodgy SEO sites you can add your site to, but will be seen as toxic by Google. Toxic backlinks are like a vote against your website. If you find you have these, you can disavow them in Google. If you’d like some help seeing if you have toxic backlinks let us know here.
Backlinks need to be relevant, years ago people used to have link pages full of links to each other’s sites, of course, Google got wise to this, after all, how useful is a page full of links to a human. So remember context!
Ideas for backlinks
- Directories for your industry
- Have a profile on a local networking site if you're a member - better for local SEO
- Ask your suppliers to put your logo and website address on their site
- Who do you supply services to? Have a row of their logos on your site linking to theirs
What you put out on social media does appear in the search results pages. So when you post something to Facebook remember to put the kinds of things that will appear in people’s search queries. Remember to post links to your website in each post, or page within your website where you want to drive traffic to.
Google Business Profile
Previously Google My Business page.
Getting all your details up to date on your GBP, especially your website address but also post updates. Updates on GBPs are a bit like social media posts and links to your website help boost your site’s visibility in Google, so treat it similarly to a social media post.
- Post often
- Write useful information
- Don’t forget CTAs
- Post to Social Media
- Don’t forget to put links to your website!
- Get relevant backlinks