For most businesses, the majority of traffic to their website comes from search engines. Here’s how you can improve your search engine optimisation (SEO) tactics to get found on page one of the results listings.
1. The rise of the smartphone: Why you need a mobile-friendly site
Today the mobile user experience is an essential factor in Google’s algorithm, with the search engine ranking mobile-friendly sites higher in mobile searches. Google Developers has created a free tool that will analyse a URL and report on whether your website is mobile-responsive. Don’t drag your feet about this as websites still giving mobile the cold shoulder will be ranked lower in search engine results pages (SERPs).
2. Ensure your site’s structure is organised and intuitive
Good site architecture and navigation is crucial for both SEO and your visitors, because Google’s algorithm relies on user metric information for rankings. A website with a good structure means your visitors are more likely to engage with your site rather than bounce. The better the click-through rates and dwell time, the better your performance in SERPs.
With this in mind, use page titles and meta tags for all of your webpages. Titles should be unique and accurate, and clarity is essential because your title is the first piece of text your potential visitors will spot on the SERPs. It’s also smart to add a description of your page in a meta tag by succinctly summarising the page content.
3. Use keyword-rich phrases
Use relevant, keyword-rich phrases in your content to alert search engines as well as readers to what your post or site is all about. Place them where they will have the most effect for internet users and search engine crawlers indexing your content. Try to include them in the title, the headings and subheadings, introductory sentence, concluding paragraph and anchor text (text you hyperlink to other related pages on your site).
Avoid keyword stuffing because it only puts off your readers and can even result in search engine penalties.
4. Ensure your SEO strategy is ‘local’
Ensure your location information is available on your website for the search engines to crawl, as this will enable your site to appear within Google’s map-based results. Secure your My Business page and follow the steps to be verified by Google.
5. Frequently post relevant content
Search engines place great importance on how frequently you update your website pages with fresh and original content. Typically, the more frequent your publishing schedule is, the more often search engine spiders will check in with you. Also focus on producing content that is rich with unique material and contains relevant keywords and phrases.