A Business Guide To Online Marketing - Part One SEO

A Business Guide To Online Marketing - Part One SEO

How can search engines help your business?

Search engines drive millions of visits to websites every day in the UK alone. By following some of the rules search engines follow, your website can gain better rankings.

This growing guide will outline several key ways you can help your business to grow traffic, which, in turn, will lead to more enquiries and, hopefully more business.

In this first instalment we will outline some SEO basics

Search Engine Optimisation

Search Engine Optimisation (SEO) is one of the largest and most important areas of online marketing. Why? Put simply, because search engines can drive lots and lots of traffic to your site. In addition, if you get your SEO strategy right, the quality of that traffic will be higher than most other sources, because people searching for a product or service, who come across your business through the search engines will assume you are the best business to meet their needs.

SEO Factors

There are hundreds of factors that search engines calculate when ranking websites. Here, we discuss some of the factors you should consider, when developing a new or redesigned website

Unique Content - It is important that your site has unique copy, personal to your website. Once search engines place a page of content in their index, it usually stays there forever and the value of that content is assigned to the site that generated it. If you copy other website text, the search engines will identify it and not place any value on your content.

Keywords - The underlying goal of any SEO strategy is to appear for keywords that you think your potential customers will use. The first step is understand how many visits you could gain by using a certain keyword. A great keyword research tool is available from Google in the Adwords system. Simply sign up to Adwords, click the "Opportunities" tab, click "Keyword Tool" and away you go. The tool generates lists of keywords and how many people search for them a month. Armed with this info you know what keywords you should be using on your website.

Meta Data - A bit techie, but you should ask your web design company about "title, description and keywords" tags. They should say "Oh yes, you can add your own content to these tags on each page using your CMS". If they don't, perhaps it's time to consider using another web company.

Links - Links to your site are one of the highest ranking factors influencing what value search engines place on your site. Links have value because a link to a site is like a recommendation. Links from bigger more important, more relevant (to your business) websites provide greater value than links from smaller sites. So if you have business partners, suppliers, resellers, ask them to link to your site, the more the better.

I hope you found this small guide useful, and I will be expanding on this with more content around SEO, Google Adwords and Social Marketing in the coming months.

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