Search engine optimisation (SEO) is a strategy used to increase the visibility of a website and the quantity and quality of website traffic in order to boost conversions. SEO refers to a number of applied tactics that are used to drive targeted website traffic to a website by obtaining a higher ranking in search results on search engines such as Google, Bing and Yahoo. Businesses can employ a range of SEO strategies to increase their ranking, but ‘on-page’ SEO is a fundamental aspect of internet marketing. On-page SEO refers to website content and to the HTML code that can be optimised to help search engines to identify high-value content according to search requests. High-value on-page SEO utilizes specific phrases or ‘keywords’ to carefully define the business or service, these phrases or keywords are chosen according to popular search queries.
There are several aspects to an effective on-page SEO strategy, but the five most important elements include:
Well written website content is vital when marketing your business online; but however well it reads, your content will not attract viewers or be worthy of sharing, if it provides little value to your audience. High-value content is content that is informative, engaging and ultimately focuses on your audience and not you. Content that is share-worthy and of high-value is exactly what Googles’ search algorithm loves and is more likely to drive interest that converts to sales and business success.
Focused Keywords and Phrases
Keywords or phrases are words that are highly relevant to your business and are words that people may use in search engines to find something that is of interest to them. Googles search algorithms favour specific keywords and phrases that are placed strategically throughout your website content. Google’s systems search billions of webpages looking for ‘keywords’ and ‘phrases’ to produce the most relevant results according to your request.
Google is constantly tweaking its algorithms to reflect the rise in mobile searches that now exceed desktop searches. Statistics show that many of your potential clients are using mobile devices to search for product reviews, to find products and services and to shop online.
Google Data, U.S., Top 500 “best” search terms, Jan.–June 2015 vs. Jan.–June 2017.
Google reported that mobile searches that include the word ‘best’ increased by 80% over the past two years. For this reason, it is wise to ensure that your website and its content is optimised for a range of screens including laptops, mobiles and tablets.
Meta-Tags Help Bag More Prospects
Meta-tags are a valuable part of your websites SEO strategy. Meta-tags are sneaky! They lie hidden in your code and provide search engines with the information about your business that they are looking for without actually displaying that information on your website. Meta-tags are comprised of three essential elements, including:
- Title-The title text that is shown in search listings.
- Description- A short summary of the website and services or products offered.
- Keywords- The meta-keywords tag is where your top keywords are located. These are the words that will drive a site to the top of the search engine results page (SERP)
Search engine optimised writing uses meta-tags and keywords to persuade, convert and sell. Can you afford to be without it?
Sharing is Caring
Algorithms love the popularity contest. Content that is interesting and relevant is much more likely to be shared on social media and linked on other websites and blog posts. Search engines recognize that your content is popular and rewards you by presenting your website in more search results. Every website should have easy to see social ‘sharing’ buttons that encourage quick sharing across all social media platforms. Likewise, it should be made easy for other individuals or businesses to identify your website as a source and link back to you for extra credibility and popularity.
SEO optimisation is a specialist service that ultimately gives your viewers what they are looking for quickly and easily. A professional SEO strategy takes time and patience but eventually delivers results, drives websites to page one in search results and pushes businesses to new heights.