Author : Molokini
It's often all too easy to think that, once you've set up all the technical aspects of your website with keyword-rich meta data and an alt tag for every (web optimised) image, you're all good to go for competing in the search results... but it's not quite that simple.
So, once all of the technical aspects of your website have been optimised, here are some other tactics you can implement to keep the momentum going:
1 - Link Building Through Social Media
Links are very important quantifiers used by search engines, as they decide how relevant, significant, and trusted you are. The more good quality links you have, the more ‘value’ is assigned to your site and the higher you rank in the search engine results pages (SERPs).
2 - Create Local Listings
Even if your ambitions are global, don't overlook the power of the local listing.
Google My Business streamlines location information (e.g. address, phone, hours) across all Google products, including search, Google Maps and Google+—a “one-stop shop” for businesses. The beauty of the update is that brands are no longer required to make multiple location or information changes across different Google products. In addition to streamlining location information, Google My Business also organises brand access to insights like how people are finding you, what they click on and other useful trends.
To ensure that your business ranks highly with Google MyBusiness, don't just stop with a Google profile. Add your company details to a range of other sites like Yelp or TripAdvisor if it's relevant to your business. As long as your information is consistent (same name, number, address etc.), you’ll create a better reputation and sit higher in the SERPs.
3 - Focus on Longtail Keywords
With so many sites competing for the top keywords, targeting longer phrases really works in your favour. For starters, you will have less competition for a place on Google’s coveted first page. Take the phrase ‘swimming pool’ for example. Using this as one of your keywords will actually yield less conversions for a small to medium swimming pool designer, than the longer and more specific ‘basement swimming pool builders.' There’s just too much competition (and margin for irrelevance)in the shorter key phrase.
Additionally, though you will see less traffic for the longer tail keywords, using those phrases in a search, you can rest assured that when people do find your site, they fit your key demographic... quality over quantity.
4 - Make Sure Your Website is Responsive
On the 21st of April this year, Google introduced an algorithm update that has had a 'significant impact' on mobile search results worldwide. The update improves rankings for sites that provide a mobile-friendly experience to searchers on mobile devices, and, by association, demotes sites that do not.
With so many people surfing the net on smartphones and tablets, your site should be adaptable to the device accessing it. Your website may look great on a PC, but if someone lands on your homepage via their iPhone, they will quickly lose patience with zooming in and out, hidden sections of the site they struggle to find and tiny tabs or buttons taking them to the wrong section because of a wrong click. All of the major search engines have accounted for this, but have you?
5 - Reconsider Your User Journey
Following up slightly from responsive web design, is your website user-friendly in general? You may have heard this phrase before, but what does it mean? A site that is user-friendly will have a clear layout and design, easy to click links, and simple navigation. How easy is it for your customer to browse your site?
Additionally, as websites begin to age (the average lifespan of a site being roughly 3 years) it's worthwhile to revisit the user journey intermittently, looking at the all the aspects of the design from a users perspective. Would you be able to find what you were looking for?
Click here to see some examples of user-friendly web designs.
6 - Quality (Over Quantity) Content
By now we all know that ‘content is king’ and it is. Good quality content is priceless when it comes to engagement, SEO and branding. Once you have determined the SEO keywords that fit with your marketing and business strategy, implement them in key places in blogs and social media... but don't write things just for the sake of it - it needs to be made for human consumption. Good content less frequently is far better than churning out mind-numbing, repetitive editorials.
With Google Analytics sales and conversion trackers, you can see which posts engage visitors and use them to optimise your content further in line with your audience's preferences. In a blog, key words can appear in meta tags, titles, headers, subheaders, page titles, post URLs and image filenames. For a social media profile, keywords are important in the fields for business description, profile title, image names, captions and the text you use with each post. When a keyword or key phrase appears in many places, it is more relevant to search engines for that topic.
Turn it up a notch make sure that ALL your content is accompanied by striking visuals. Photos, videos, and infographics all help your content stand out and are more likely to entice a customer to read what you have to say. To go even further, make sure each media file is labelled with an SEO friendly title and meta description – you’d be surprised how often Google sends browsers to your site thanks to a well-labelled image or video.
If you're overwhelmed at the prospect of undertaking an SEO campaign solo, we can help. Molokini's SEO strategists are always up-to-date on what’s new in the ever-evolving world of search marketing, ensuring that our clients stay ahead of the curve. Get in touch today to book a consultation.
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