Why website optimisation is key to business growth
Your website in the online world is the equivalent to a business premises in the real world. What it looks like, where it is found, how up to date it is and how easy it is to navigate are all crucial factors to its success. A tailored Search Engine Optimisation (SEO) campaign will help your business be seen.
What is SEO?
SEO is a collection of processes that make it better for a website to be found through the search engines. Most online searches do not start with the company name being typed into the search engine, it’s usually a few words relevant to what you’re looking for. So, if you’re an ‘accountancy’ practice in ‘Guildford’ then you would likely be interested in your company showing up on page one of a search relevant to these keywords.
Website optimisation involves looking at how your website is built, the keywords within content on your website as well as understanding your target audience and their search behaviour. Armed with this background you can build a strategy to improve your rankings in the organic (non-ads based, natural) search results.
Target audience
You’ll already have worked out your online target audience persona to create the content for your website. But if not, it’s not too late. Look at our blog to help you create a persona. Then think about what tweaks you may need to make to your website content or call to actions to make it engaging to this audience and worth their time visiting your website. Think quality over quantity when it comes to content on your website. This will stand you in good stead for optimising your website.
Outbound, internal inbound links
As part of the ranking process, search engines consider the quality of links, awarding scores based on the usefulness and relevance of those links. Internal links can ease navigation within the website itself, this includes making sure it is mobile friendly. While, incoming links to your website provides an indication of how useful your content is to others as people share posts on social media. Less links will have an impact upon where you return in a search result for a given term.
Meta descriptions
Think about when you’ve recently searched online for something. You see a return of results where companies have great headlines and a paragraph of well written copy that entices you to click the link instead of others. Behind the scenes you can create these paragraphs or meta descriptions on pages on your website – these are really good when it comes to blogs you may upload. Meta descriptions are a website’s way of telling Google and other search engines exactly what each of your pages are about, what to display and how to display it in the results.
Tip: Google My Business
Check out our blog on completing a Google My Business page. One of the first things to do when your website is live, and to help it be seen in search, is to fill out as much as you can on this page – it’s Free to do!
In a nutshell the benefits of SEO are:
- Enhanced brand perception and online presence through better ranking
- Better rate of enquiries due to improved visibility
- Prime and prominent visibility across Google Maps
- Attraction of closely related audiences through better use of popular search terms
Book a Practice Growth Session
Smart Cow assists in website design in London and Surrey. If you feel you need some support in getting your website Search Engine Optimised, then get in touch with our web design team today to create you a bespoke website.
We also run Practice Growth Sessions which are tailored for businesses keen to grow and ready to invest in a digital marketing campaign to achieve their goals. You can book a session with us for £95.
