Search Engine Optimisation (SEO) is all about increasing a website’s visibility in the unpaid (organic) search engine results.
The SEO process – as commonly viewed by some search engine optimisers – is often described as an epic struggle to rank very high on just a few specific keywords. Unfortunately, that is a very limited view of the goal and the process and it’s likely to cause your business harm. It isn’t enough to rank high on just a few keywords – any targeted industry sales site can do that in mere seconds after going live. It is important, however, to deliver what your customers want in order for them to buy it so your business revenues grow. Sure, proper search engine optimisation means outsmarting the competition, but it also means knowing the best keywords for your product or service, then understanding how your clients are searching to find your products and services, and then analysing your competition to position yourself so that users find you and not them.
We offer customised SEO consulting services which help clients realise their SEO goals and include:
- On-page and off-page benchmarking and competitive analysis
- Keyword and industry research
- Site, functional spec, wireframe and design audits and recommendations
- SEO training to internal and external stakeholders
- Content development (text, video, infographics, viral content)
- Diversified link building campaigns
- Optimisation for universal results including maps, video, images and news
- Tracking reporting and analysis
Search engine friendly URLs
It’s important to make it as easy as possible for Google robots to crawl your website. With clean URLs, the search engines can distinguish folder names and can establish real links to keywords. Query string parameters seem to be an impediment in a search engine’s attempt to perform the indexing. Many of the SEO professionals agree that dynamic (a.k.a. dirty) URLs are not very appealing to web spiders, while static URLs have greater visibility in their “eyes”.
Addressing broken links
Google’s robots have quickly raise flags on broken links and duplicate pages. That is precisely why you’ll find canonical links (and their corresponding codes) to be highly important. Broken links may also be annoying for users – what’s your first reaction when you click on a link that just shows a page error?
Simple to understand URLs convey content information easily
Creating descriptive categories and filenames for the documents on your website can not only help you keep your site better organized, but it could also lead to better crawling of your documents by search engines. Also, it can create easier, “friendlier” URLs for those that want to link to your content. Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words
On-Page factors are the aspects of a given web page that influence search engine ranking.
There are several on-page factors that affect search engine rankings. These include:
Content of page
The content of a page is what makes it worthy of a search result position. It is what the user came to see and is thus extremely important to the search engines. Therefore, it is important to create good content. From an SEO perspective, all good content has two attributes. Good content must supply a demand and must be linkable.
Content pages are almost always the reason visitors come to a site. Ideal content pages should be very specific to a given topic (usually a product or an object) and be hyper-relevant and directly stated in all of the following areas:
- Title tag
- Content of page
- Optimised images via image Alt Text
The best content is that which does the best job of supplying the largest demand. It might take the form of an XKCD comic that is supplying nerd jokes to a large group of technologists or it might be a Wikipedia article that explains to the world the definition of Web 2.0. It can be a video, an image, a sound, or text, but it must supply a demand in order to be considered good content.
Good content is linkable. From an SEO perspective, there is no difference between the best and worst content on the Net if it is not linkable. If people can’t link to it, search engines will be very unlikely to rank it, and as a result the content won’t drive traffic to the given website. Unfortunately, this happens a lot more often than one might think. Examples of this include, AJAX powered image slide shows, content only accessible after logging in and content that can’t be reproduce or shared. Bad content does not supply a demand and/or it is not linkable. It is rampant all over the Internet and a waste of time and other precious resources.
Meta tags and other HTML improvements
Meta description information can give users a clear idea of your site’s content and encourage users to click on your site in the search results pages. HTML improvements including meta tags, content keywords assist your website to be easily searched; the structured data helps Google understand the content of your site, which can be used to display rich snippets in search results.
An ideal web page should do all of the following:
- Be hyper-relevant to a specific topic (usually a product or single object)
- Include subject in title tag
- Include subject in URL
- Include subject in image alt text
- Specify subject several times throughout text content
- Provide unique content about a given subject
- Link back to its category page
- Link back to its subcategory page (If applicable)
- Link back to its homepage
Off-Page SEO refers to the text and “inbound” linking from other web site pages to your web site pages. This is a much more difficult factor to control but can be achieved by the following actions. Lead Harvest offers a range of off-page SEO actions:
Blog comments can create valuable links. Commenting on blogs that are related to your industry with link that points back to your site or blog could be considered a popularity vote and could increase your site’s perceived relevancy to your subject matter. The more relevant Google believes your site is to your topic, the better for your site.
Participate on relevant forums
Forums typically allow signature lines that allow you to put a link to your site. Every time you start a thread or respond to a thread, your signature link will show up on the site. Search engines and people could both pay attention to those links.
Video marketing can point people to your website. Videos can go viral so if someone posts your video on their site, this could result in plenty of attention for your website. If you don’t have videos, you can even turn your blog posts into video presentations. It’s important to look at rich media content that is relevant to your industry.
RSS feeds can be easily subscribed to in order to drive people to your website when you publish a new blog post or something similar. RSS feeds can also be submitted to RSS directories and other services and being picked up could bring you traffic and increased rankings.
Off-page SEO involves a long term commitment to provide valued and interesting content to your website users. Lead Harvest can assist you achieve measured success. We can help with implementing the right solution that is right for your business; contact us to discuss how we can help you.
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