What makes a website Search Engine Friendly?
There are a few important things to consider when making sure your website is Search Engine Optimised (SEO)
Producing high quality and informative content is key.
Where most firms fall short is that they don't produce the right types of content to rank well.
Long format and authoritative content, as part of a consistent blogging / content creation strategy is the most effective nowadays.
By this we mean 2000 word and above articles, giving in-depth and well researched information.
This obviously requires significant investment but the additional revenue a successful strategy brings are worth it.
Content also covers the creation of videos, infographics, podcasts etc. All of which should work together to share your knowledge with the world.
By sharing your knowledge it reassures people that you know more about your industry than your competitors and helps answer questions they may have with regards to your product / service.
On Page SEO work
Meta Tags, Title Tags, Headings, internal links - it all may sound very complicated but in reality the formula is simple.
The title tag provides a title for the current page.
It should be short (around 65 characters in length) and is what is shown in search results.
To rank well for a given search term your title should contain that term, or at least a closely related term.
Meta tags are pieces of information in your site code that tell search engines key information about your site.
The main one is the 'Meta Description', the part that describes the page your are on and appears as the text in Search results underneath you page title.
Headings have different levels, from H1 to H6
Every page should have a single H1 tag (the top level) describing the page topic.
Then each section of the page should be split using H2 to H6 tags.
They key is that a H3 tag should sit below a H2 tag, a H4 tag should sit below a H3 tag etc.
This helps search engines understand the relationship between different parts of content on the page (e.g. a H3 tag under a H2 tags indicates that the H3 section is part of the H2 section).
It all might sound very complicated but it isn't, yet many sites use headings incorrectly, hurting their search engine rankings.
This is where knowledge and experience are important.
How pages are linked together makes a huge difference to how important Google sees each page.
If your main page is a lead capture form but no pages link to it then Google may not see it as important.
However if multiple pages point to your lead capture form then Google will see that it is of high importance and return the page higher in search results.
Off site SEO work
You could have the best website in the world, but if nobody knows about it then what is the point?
One of the biggest factors in SEO is links from other sites.
Or to be more specific, links from other sites with High Authority
A strong link building strategy is an essential part of a good SEO campaign.
What makes a Pay Per Click (paid advertising) campaign successful?
Pay Per CLick advertising normally operates on a bidding system.
You indicate the maximum amount you are willing to pay to have your website show in the adverts at the top of search results.
If you pay more than the competition, you get to the top.
Seems pretty simple, right?
Actually it is much more complicated than that.
How relevant the advert is, how many people click it, how many people leave a page because it wasn't what they were looking for all play a role in your advert's Google rankings.
The most successful PPC campaigns are highly targeted and relevant to the keywords that are being bid upon, leading to pages that are designed around that key term.
Additionally targeting 'Long-Tail' keywords (search phrases with 4 or more words in them) that have low competition can drastically improve the average cost per click and in turn you Return on Investment.
Pay Per Click marketing is both a science and an art but done right can catapult your business to new heights.
What should I do now?
Contact Us, we would love to show you how a well thought out and comprehensive SEO and PPC strategy can grow your business.
Call: 01772 339 502