Search engine optimisation- 5 tips
August 3, 2017 | Posted in: Articles & News, Flex Marketing news, Marketing pow wow, Uncategorized
- Fresh content on website. Whether that is new images, amended text, social media feeds, new articles as web posts or new links (outbound or inbound), it really helps score points online, (for ranking on search engines), if content is dynamic. You are more likely to update your website more regularly if you have access to a content management system (CMS) to do your own updates. Otherwise you will need to rely on your web developer to make changes; which can be a hidden cost to having a basic website. If you can’t manage your CMS ‘in-house’, consider outsourcing this to a marketing person or administrator (depending on the nature of your updates).
- Create highly ‘readable’ marketing content. Associated with the tip above, in order to update your website with fresh content, you need to be able to create it in the first place. If you don’t have the skills or the time, get someone else to do the ‘donkey work’ for you and you can tidy it up, fill in the gaps or add to it if necessary. Even if you operate in an area of highly specialised skills/knowledge, it is often useful to have someone else put it into everyday speech, because potentially your audience may not have the same level of skills and knowledge as you do. Overly technical language can be a real turn-off even for the most enthusiastic audiences, so ‘readability’ is an important consideration.
- Be listed in online directories that matter. There are so many online directories it can be hard to know where to start. A good place to begin are the ‘free directories’ that are known to have a reasonable impact on search results. In New Zealand these include ‘Finda’ and ‘Yellow Pages’. There are also paid directories including upgrades to listings in the two aforementioned directories. If you are going to pay for your business to be listed in directories, be sure to do your due diligence of researching how well used they are by your prospective customers or website visitors.
- Go Google. Given that Google is the most popular search engine in New Zealand (and the world)…by far…it is important to remember that Google rewards businesses for using Google related products and services. That includes Google maps and importantly, YouTube. So get creative and start creating professional (and I underline, professional) videos that you can upload to Youtube and embed or link to your website, other social media etc. as these will be picked up as part of the algorithm that ranks your website.
- All words count. It is not just the meta data of your website (such as title and description that show on search results), the body copy on your website is also visible to the ‘bots’ that crawl your site, so make sure that the type of ‘keywords’ that you want to be picked up in searches are peppered throughout your text (a word of warning…‘keyword stuffing’, where these words are used in a string or list in an attempt to deliberately influence search results, is something that search engines monitor and penalise – so make sure keywords are being used in context and are relevant to the topic. This also makes for a better read, so it will keep your audience as well as the search engines happy!).
Keyword: this is a key word or phrase on your website that makes it possible for people to find your website via search engines (such as Google, Bing, Yahoo). A website that is well optimised for search engines “speaks the same language” as its potential visitors with keywords for SEO that help connect searchers to your site. Some examples for keywords in the travel industry might be: holiday, trip, travel agent, cruise, hotel, flight, travel package, cheap airfare and location based words like travel agent North Shore, travel agency Auckland