Make your site logical. Both customers and search engines want websites to have information that is easy to locate.

Here’s what you need to know about search engine optimisation.

When it comes to approaching SEO for the first time, you need to understand a number of fundamentals, ranging from how to optimise your website content through to identifying keyword research successfully, says Tom Caesar, managing director of Positive Lending Solutions.

This finance broking group offers solutions relating to any type of asset, from home loans to risk insurance, and Caesar believes that SEO provides many insights to improve all aspects of your business.

By focusing on SEO, you will gain a clearer understanding of how visitors interact with your website, and whether the pages and the information presented are suited to customers’ needs, he says.

In the long-term, greater visibility in search engine results pages will bring you a large amount of data that you can use to understand the tweaks and changes you might need to make to your site to stay relevant, clickable and contactable in a crowded marketplace.

Here are vital SEO tactics small business owners should adopt to increase online visibility for their brand, according to Caesar:

1. Understand how customers see your site

How do visitors interact with your site? Are they pleased or frustrated by it? Ask friends or family members to use your website with you watching. Take notes and understand any obstacles they might encounter when trying to achieve a task – after all, user experience can greatly impact your ranking within search engine results pages.

The extension of this would be to involve a real customer to give you feedback. They might make helpful suggestions for factors you never even considered an issue.

2. Give website visitors something useful

Create content people will find useful to bring them back to your site repeatedly. For Positive Lending Solutions, one example is the implementation across the site of calculators tailored to the finance the customer is looking at. With this information people feel more informed and more likely to make contact and take an enquiry further.

3. Do your keyword research

Don’t ever assume you know the ‘best’ keywords to target. If you are running campaigns on paid platforms you might have some information about the better performing words, and these are identified as the keywords that are more likely to convert visitors into incoming enquiries.

This might be in the form of calls, form fills or emails. To find this out, use Google Analytics, carry out competitor analysis (where are they appearing?) and put yourself in your customer’s shoes and think about what they might search for when trying to find a company offering the products and services that your company offers.

4. Optimise your content

Understand why customers are coming to your site and what they are looking for. What questions do they ask when they come into your store? Take the information you’ve collated and make it available via blog posts, videos, FAQs, reviews or other formats to simply and quickly answer these questions.

5. Don’t forget the customer

Make your site logical. Both customers and search engines want websites to have information that is easy to locate. Don’t presume you know it all – conduct research and make decisions based on the research.

6. Look for inspiration

Find websites you like, and that make you want to buy. Use this to learn about better web experiences and translate this to your own site.

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