SEO success in just 7 easy steps
Search Engine Optimisation (SEO) is now a permanent phrase that fills every marketer’s day-to-day vocabulary. However, it’s no longer good enough just to shoehorn your SEO activity into your marketing plan, you need to put it at the heart of your entire digital marketing strategy in a bid to stay one step ahead of the competition.
Here are our 7 top tips which will help you on your way to not only get customers’ attention in the first place, but more critically keep them engaged:
1. It’s all about keyword research
Any seasoned marketer should know that in order to create a successful SEO campaign, you have to start by putting in the groundwork first, in the form of keyword research. Identify which pages on your website will work best for you and then pinpoint the topics you want each page to rank for. A great tool to help you in this process is Google Trends, which allows you to assess and compare keywords to decide which ones will work for you. However, don’t just go for the keyword with the highest search volume, as you may find there is so much competition that you can never achieve first page ranking. The secret is finding the balance between popularity and uniqueness!
2. Relevant and unique content
When it comes to content and SEO, it’s important to write for the user and not for Google’s search engine. Relevant, readable and engaging content is the bedrock of your SEO activity, and without it your site won’t stand a chance of ranking within search engine results pages (SERPs). In order to get it right, you should write your content first and then optimise it with your keywords. This will ensure keyword rich content which is also useful to the reader.
3. Enhance those meta tags
Your meta description does its job in the SEO process by gaining user click-throughs from SERPs. So it goes without saying that you need a compelling description of who you are and what you do if you want the user to click. The real challenge is to embed your keywords intelligently within your description so it compels the user to click….and all in under 200 characters.
4. Don’t forget alt tags for images
Perhaps one of the overlooked elements of SEO, alt tags go a long way in helping your site be accessible to users. A descriptive alt tag that includes target keywords can add relevant text to your source code, which search engines can see when indexing your site. Think of it as good housekeeping and one of a number of on-page factors that contribute to improved SEO performance, as your site won’t suddenly leap to the top of search results with alt tags alone.
5. Do competitor analysis
Once you’ve decided upon your keywords, type these terms into Google and write down the top 10 sites that show up. You now need to identify the keywords you can realistically rank for, as there’s no point in trying to complete with the likes of Tiffany & Co for the keyword ‘jewellery’. Think outside the box for a viable niche within your marketplace, and keywords you can rank for to give yourself the best chance in securing a place in search engine results.
6. Get your site mobile ready
In Google’s eyes there are now only three accepted options for a mobile site – responsive design, being set up on a mobile subdomain or use dynamic serving. So, there is no getting away from the fact that your site needs to be mobile friendly!
7. Social media
Getting your brand message as far and wide as possible can be a challenge, but utilising the social media sphere is now one of the best ways to make some noise. Make sure to include links back to your site within your social media posts to lead users to your high quality content. You’ll also need a strong anchor, which can be a video, infographic or full article and ensure to give it an accurate and descriptive title. Remember that posts which include an image are 4x more likely to be shared.
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