Effective SEO Processes
What keywords do you think your customers would type in to search for your products or services? Once you’ve learned how to internalize those thoughts naturally, you can then say that you are starting to grasp the concept of SEO. The first job of any SEO strategist is to think like the customer. That is also how one would begin the process of keyword research.
The Anatomy of a Keyword
A keyword can be one word (e.g. optimization), but multiple keywords or keyword phrases are usually preferred, because they are more specific and more likely to be what your customers are looking for(e.g. formal black suit for summer time). Not only do longer tail keywords usually lead to an audience with higher intent, but they also are usually easier to rank for.
Step 1: Keyword Research
Write down as many as you can think of. Brainstorm with your team. Think of alternative words. Consider geographical phrases if they are important to your customer (e.g. house cleaning Hornsby). Also, get some ideas from your competitors websites. Try to make a list of 20-30 keyword phrases.
Choose the two keyword phrases you think would be searched for the most. But also remember, the more competition there is for a keyword, the harder it is to achieve top rankings. If you want to rank high in Google for the keyword insurance, you have a very long journey ahead. So try your best to select two keyword phrases that are the most relevant to you business but that are not vague nor competitive. Itís a good idea to have 2 or 3 words in each phrase (e.g. ìwedding catering services)
Once you’ve selected your two best keyword phrases the next step shows you how to make some improvements to your home page.
Step 2: Write Amazing Website Content:
Content doesn’t only mean the words on the website. This also encompasses the images, video content, infographics, or even podcasts. These content types are all ways that we communicate to our audience.
Because content is king in the world of search engines, your keyword phrases need to be placed strategically on your webpage to convince Google that your content is highly relevant to those keywords. The more prominent they are, the better. (Keep in mind that as important as search engines are, customers come first, so make sure your copy also reads well.)
Here’s how you can increase keyword prominence:
- Place your keywords in headings, preferably at the beginning of the heading.
- Include keywords towards the top of the page;
Bold or italicize keywords where appropriate.
- Instead of having a link to another page that says “Click here to read more “, reword it to include your keywords, e.g. “Read more about our seo copywriting services.
- An important tip is to also include these keywords in your HTML title tag. Use your content management system to make these changes yourself, or perhaps ask your web developer to do it if you’re unsure how.\
Once you have fine-tuned your home page, consider adding new content, such as detailed descriptions of what you offer, FAQs and informative articles about your products and services. (If you don’t want to write these yourself, they can be located for free on the internet – do a search for articles directory).
It’s also good to bear in mind that search engines can only read text, not pictures. Often web developers embed words in images to look better for website visitors or use Flash for animation, but this is a major impediment to search engines.
Step 3: Build Quality Backlinks
Each link from another website to your website (not from your website) is considered by search engines as a vote of popularity for your business and will improve your rankings.
Quality or Quantity of Links?
But it is the quality, not quantity, of the links that is crucial. The other websites should be relevant to your industry, and preferably highly regarded themselves. Ten quality links count far more than 500 links from arbitrary websites. In the same way your personal business network can have a significant impact on the success of your business, so too the online network you build on the internet.
Discover quality link opportunities by using advanced search operators that accept guest posts or article contributions. It’s best to ignore article directories and submission based content sites. You most likely won’t get penalized for publishing unique, high quality content, but it would be a complete waste of good content and your time. Simply focus on writing content that you know people will want to publish.
How do I monitor my backlinks?
A few backlink analysis tools you can use:
- Moz Opensite Explorer
- Majestic SEO
The above three tools are the leaders. Almost every other SEO tool offering backlink analysis uses their API data to deliver results to their users.
How do I track my Keyword Rankings?
Monitor your rankings in Google over the next few months by typing your chosen keywords into the search box, and recording your ranking. Also look at your hosting reports to understand what search terms your visitors are using to find your website.
A few rank tracking tools include:
The above process can be also be repeated for each page of your website. Remember to keep updating your content, and continually increase the number of links to your website.
As you see your rankings climb you should see a corresponding increase in web traffic and a substantial increase in sales enquiries. Be sure to record the source of your customer enquiries, so you can measure the success of your marketing efforts.
Remember, if you measure it, you can improve it.