Every website should have the basics for SEO – search engine optimisation – in place, particularly as there are many things that can be controlled by the website owner and implemented reasonably easily.
Although some search markets can be very competitive and challenging, having a good SEO structure will enable a website to maximise the opportunities to rank on the first page of results for as many terms as possible. So, the key things to consider are:
- Search term research – identify what your potential customers are searching for across many different variations. Use the Google search suggestions as a starter, but the AdWords Keyword Tool for more in-depth insights, and build a list of good, relevant search terms including the most popular, common terms, as well as the wide variety of ‘long tail’ terms that can provide many opportunities to reach your search market.
- Using terms on the website – from the list of search phrases you can then write keyword focused and attention grabbing title tags and description metatags for each page of your website, as well as coordinate the page content to target the same phrases in a prominent way that’s not too repetitive.
- Creating internal links – external links, or backlinks, to your website are important but can be hard to achieve, so make use of your own internal website links as a first stage, linking suitable content together to help engage users and also target search terms in the anchor text of the links.
- Using Google Search Console – every website owner should have a GSC account in place (previously known as Webmaster Tools). It’s a free service and enables a communication channel with Google, as well as providing help and insights to ensure your website gets the best experience with Google, plus you get access to the excellent Search Analytics report and links reports.
- Using Google My Business – this is essential for any local business but just as important for any business to ensure that their company details and ‘owned’ and up to date on Google / Maps. Claiming and verifying a listing is important, as well as ensuring it’s 100% complete, uses some suitable content and category groups for the business, and attracts some good reviews to help ranking positions.