Just How Optimised Are You?

Navigate the search engine marketing landscape with these tips

You have some down time at work and instead of playing your favourite video game, you decide to perform a search on Google by typing in keywords that are appropriate for your business niche. Much to your dismay, your website does not appear on the first page of search engine results. That’s a major search engine marketing hill to climb.

When your small business does not appear on the first page of Google for a crucial keyword, you need to implement several search engine marketing strategies to get your business noticed online.


Helpful Content is King

Search engines such as Google use bots that determine the SEO value of your website. No, bots are not futuristic scavengers of a decimated world. The digital crawlers send data back to Google that determines where your web pages should rank for specific keywords. Many small business owners fail to abide one of Google’s most important guidelines: Current, helpful content. You can implement the latest SEO practices and still sit outside the first page of search engine rankings if you upload stale, useless content that turns your website visitors into cyberspace ghosts.


Social Share Your Website

You don’t have to be part of Google’s SEO inner circle to understand the importance of social media in getting your small business ranked. SEO guru Matt Cutts of Google maintains the search engine giant does not study the impact of social shares for businesses, but Google sends bots crawling social media sites such as Facebook and Twitter in search of useful content. Uploading helpful content on social media is an excellent way to increase awareness of your small business online. Make sure to add share buttons on your web pages, as well as encourage website visitors to share your content and post your blogs on social media channels.


Optimise Images

Uploading images to your small business website helps boost your SEO rankings, if you implement one important SEO-friendly tip: add alt text. By adding alt text, you clearly describe your image for the big three search engines. Search engine crawlers cannot view images, but the search engine ranking bots can see the text accompanying your graphics and photographs. Keep your image alt test short and descriptive, with a keyword associated with your business added to improve SEO.


Search Engine Crawlers Love Content Headings

Have you ever missed the exit for a tourist attraction because the sign announcing the exit was too small? Think about the important of a digital sign that announces the content of what you are about to cover on your small business website. Headings act like a road sign by summarizing the content that follows.  Keyword rich headings let Google crawlers know the headings will discuss the same subject emphasised by the keywords.


Create an SEO-Friendly URL

The URLs you create to act as the gateway to your small business website should include the primary keywords for the corresponding pages. This will help your target audience recognise that you’re offering what they need, and also add all-important SEO value to your site.


Write a Compelling Meta Description

The text you write that describes the content of each web page is called the meta description. Although Google does not evaluate the quality of meta descriptions, importantly, the short text helps potential customers decide whether to click your clink or move on to a competitor’s website. Meta descriptions should include relevant keywords and contain fewer than 300 characters.


Link to High Ranking Web Pages

You have read about the importance of high ranking web pages linking to your website. It is just as important to link out to web pages that rank high in Google’s search engine result pages. When you create links to websites considered authoritative by Google, , you have demonstrated your commitment to delivering superior quality content for your website visitors.

Remember to write for human eyes first. Search engine crawlers have evolved enough to distinguish between spammy content and content that offers value for readers. By focusing on regularly delivering valuable, engaging content to your target audience, you can help ensure not only great search engine results, but a better, long-lasting relationship with your visitors, also.