But when in doubt as to the best approach, take a step back and put yourself in the place of the user searching for your product or service.
Search engine optimisation (SEO) is the process of making your website easily identifiable to search engines, therefore putting your company in front of people looking for your particular product or service, says Samuel Tate, marketing lead of CionJar – Australia’s largest and longest-running bitcoin company.
Your SEO strategy can be broken down into two parts: thinking about what keywords and phrases your target users search for; and making it easy for search engines to match those searches with your content, says Tate.
A focus on SEO means you’ll have the best chance of being front and centre when your target user is searching for something relevant to your site, which can generate significant traffic to your site at no cost and with just a bit of your time.
Forging links can boost your ranking
Linking to your site from other websites – a process called backlinking – is a useful way of ensuring various search engines weight your content more highly than other content.
“If there are two equally relevant pieces of content, the piece with the most links to it will appear higher in the search ranking,” says Tate.
“You can also get backlinks by working with other websites to cross-promote, getting reviews of your products and services, and sharing your content on social media or on platforms like Reddit [a link-sharing site].”
In addition, ensuring your site has a range of informative and inspiring content, and employing a strategy that ensures your online offering stands out from the crowd, can also help generate links.
“Aside from your core product pages, try creating content on your blog that is relevant and useful to your target users. If you write good content, people will share it, and your backlinks will grow organically.”
Do your keyword homework
Keyword research is also vital for putting your content in front of users at the time of search, says Tate.
“There are lots of keyword tools out there, but the most important thing to do is to try and focus on finding a few keywords that relate to your core product offering, the kinds of users you want, and the action and descriptive words they will use,” says Tate.
For example, price-based users are likely to search ‘cheap’ whereas quality-focused users might use ‘best’. If you sell products, for example, keywords like ‘buy’ or ‘review’ are more important than ‘fix’ or ‘return’, he says.
“Once you’ve identified your keywords, make sure they are in the right spot. Every page has some basic components, a title and description [these become the link and description within search engine results] and then header [<h1>] and paragraph [<p>] sections.”
Try not to fall into the trap of overusing or repeating the same keywords, using keywords that aren’t relevant to your product or focusing on too broad a set, he says.
“If you focus on tightly themed, relevant copy that is targeted to answer your ideal user’s questions, your content will get the best possible ranking for your market.
“SEO is a long-term endeavour. It might take some time to get momentum, but it’s the gift that keeps on giving, so don’t stop working on content, reviewing your keywords and trying to get links to your site.”