If you’ve got a website already, or are in the process of having one built, then presumably you’ll want to attract visitors and either sell your products, or receive enquiries. Search Engine Optimisation (SEO) is the process of optimising your website to make it more visible to the search engines, so that it appears higher up in the results pages, for your chosen keywords. If you’re going to outsource your SEO to a dedicated company, or do it in house, here’s what you need to know.
1. You’ll need to decide what your website is for. Will you be selling products, providing information, or capturing visitor details? Once you’ve decided what your website will be used for, you can decide the sort of keywords you want to be found for, based on what your company does.
2. Knowing want you want your website to achieve will also be beneficial at this stage. Do you want to get enquiries? Sell your products or get a list of prospective clients. If you want to sell a certain number of products, or generate a certain amount of turnover, or collect a large list of names and email addresses, then you’ll need to structure your SEO campaign accordingly.
3. In order to know how successful your website is, you’ll need to be able to measure the results. Will you judge based on the number of visitors, qualified leads, or revenue?
4. Remember that you know more about your products, company and industry than the SEO or web design company you’re using. If there’s any information that might be useful to them, then make sure you keep them informed. They won’t necessarily be aware of your busy periods, or trade shows, or other uses for your products and services. Why not help them, so that they can help you?
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5. Ideally, you’ll be updating your website regularly with new content. This might be company news, new products, or just comments about goings on in your industry. How could you use press releases, or your customers and suppliers to help you and your SEO company to promote your website?
6. If you regularly add new products, then you’ll need to update the site map, and ensure that the product description, and the rest of the page content is SEO friendly. How can you help your SEO company to optimise your product pages with your keywords?
7. By adding news to your website, you will be adding extra content, and the search engines will visit your site more often. What sort of news, or other regular additional content could you provide your SEO company with? What about a blog, or focusing on a department or member of staff in your company? What about a product of the week, or a branch of your company?
8. If you think that you will need additional functionality in the future, then you’ll need to mention it to your SEO company. There’s no point optimising pages that are due to be removed, or for products that will be discontinued. If you’re adding ecommerce to your site, then you’ll want to make sure that your product pages are well optimised before they go live.
9. You will need lots of content on your website, so you’ll need to constantly be thinking of things you can talk about. Perhaps you’ll add a blog, or want to add an FAQ, Glossary or product reviews, testimonials and other user generated content.
10. When you do add new pages, try and write around 400 words per page, and make sure that you make the most of the Title, and Meta Description fields as well as the H1 and H2 tags. Your SEO company should be able to advise you how to utilise your keywords, and what else will help your rankings.
Now you know how you can help yourself, and your SEO company to improve your rankings, perhaps now is the time to see what other SEO tips you can use.