Is SEO a priority for your website?

SEO Priority - back the right horse

Is SEO your top priority?

Regardless of whether you have a small or large website, deciding what to do next or where to start with SEO is always a challenge.

SEO (Search Engine Optimization) is about creating your site and building links to it in order to appear high with Google, Bing and other search engines.  For most websites increasing traffic is a priority, as more traffic leads to more sales, or means that you’re reaching a larger audience with your message, however it’s not always the top priority.


What to do first?

Before deciding whether to focus on an SEO campaign, the crucial question is “Does your website work?”  If it doesn’t, then SEO isn’t your top priority.  Some questions to ask yourself:

  • Is the graphic design of your site sufficiently attractive and professional so visitors will want to stick around?
  • Does your site have its own domain name, not just an IP address or a free sub-domain?  If not, this needs fixing before you start link building.
  • If it’s an e-commerce site, is it obvious how to buy stuff and can you complete the check-out process?
  • Does your website have all the information it needs on it?  If you’ve just launched a major new product or service, ensure that’s on your site before you start the SEO campaign.
  • Ask a few friends who are ideally similar to your target visitors what they think of the site.  If you get the same feedback from everyone that something needs changing, change it!


Where to start with an SEO Campaign

Once you’ve fixed other issues and are ready to start your SEO campaign, there are several stages you can consider and broadly speaking they’re best being completed in the following order:

  • Keyword research – To discover what people actually search for.
  • On-page SEO – Ensuring keywords are included in appropriate places on your site and the overall site structure is SEO friendly.
  • Link building – Building links from reputable and relevant websites that link TO your site.  (Incoming links from other websites).


Keyword Research

Google’s Keyword Planner Tool is probably the best keyword suggestion tool available, however you need to create an Adwords account in order to use it and if you’re looking for a quick indication of how many people search for a given keyword each month, then we’d recommend SEO Book’s Keyword Tool.  This lets you enter a word or short phrase and then suggests a range of related words and shows their estimated monthly search volume.

If you're looking for more comprehensive SEO keyword research then when we complete keyword research for our clients, we also look at a wide range of factors (as per the image pictured below) and apply a unique formula to calculate how competitive each keyword is, to help clients target keywords that are regularly searched for and have relatively low SEO competition, as these are the keywords that are most likely to generate the highest return on investment.

Regardless of what you’re selling or promoting, there are always many ways that people search for them (brand names, specific models, synonyms, etc.) and it’s essential that you do some preliminary keyword research to ensure that you target keywords that people are looking for.

On-Page SEO

Before completing a link building campaign, it’s best to optimize at the very least your home page and any other pages that you’ll be building links to (typically called ‘landing pages’).  There are often quick fixes that can be applied to your whole website too by editing the template of your site.  Some of the top priority things to do:

  • Ensure your Metatag Title uses the most important keywords and if you have a local business, includes the city where you’re based.
  • Put the main title of your page in <h1> tags and ensure that <h1> isn’t used for irrelevant text (Search engines treat <h1> tags as the main heading on your site in much the same way as a <title> metatag is used).
  • Write a compelling Metatag Description for your home page and other important pages.  This appears in search results and should encourage someone to click it to visit your site.  Don’t just put a  list of keywords.
  • If you’re interested in local business, put your address on every page of your website and mention your location in the first couple of paragraphs on your home page.  (Visitors to your site don’t know where you’re based unless you tell them and nor do search engines).
  • Include keywords a few times but not excessively in your text, links between pages and URLs (web addresses).


Link Building

Building links to your site is an art form and is time consuming, however there are some places that you can start:

  • Search for your most important keywords in Google and look at the top 10 pages of results.  If any of these are free or inexpensive directories, add your site to them, including a good, unique description of your services.  For some keywords the top page of results will be dominated by these kind of listings and being included in them is good for your SEO and can also generate enquiries.  Don’t just copy content from your site though, write new content for each directory.
  • Create social media profiles of your company on Facebook, Twitter and Google+ and keep them up-to-date.  There’s no need to link to these profiles from your website, unless you intend to keep them regularly updated.  If you’re considering linking to these profiles, ask yourself if you want your visitors to visit your social media profiles, don’t just make it the default thing to do.  Links in are more important than links out!

We offer a link building service that also includes article marketing on related blogs, infographic creation and distribution and a range of other link building methods and if you’re planning on completing a large link building campaign, we’d recommend using a professional SEO company.  You may also be interested in our blog about bulk link building if you’re planning to do your own link building campaign.

 

Conclusion

When done well you should see results from your SEO campaign within a couple of months and SEO provides a long-term benefit to your site.  It’s therefore worth spending time on this, however you can always start by doing some basic keyword research, optimizing the home page and a couple of other pages on your site and doing some essential link building.  Once your confident that your business will work, you can repeat the process but with in-depth keyword research, a more thorough on-page optimization process, by expanding your site with a blog and by continuing to do link building with articles and infographics.