If you have a business website, you’ve no doubt heard of search engine optimisation (SEO) and search engine marketing (SEM). However, what you might not be aware of is how these simple techniques can drive more traffic to your website and create new business opportunities.
Here are three easy ways you can use SEO and SEM to achieve a higher ranking in search results and become a first choice for customers.
Most website platforms, including WordPress and Joomla, give you the option to insert tags in relation to a particular page or post. Tags not only create linkages between related topics, pages and articles, but also help users search for information. You will be able to add tags when creating a new page or post. When you add a tag to a page or post you group them together and make it easier for readers to find information. Tags are similar to categories on your site, but are not as specific and are not included in your sites navigation.
As tags are used more frequently, their prominence may bring certain pages or articles from your website to the front of Google search results.
Tip: Keep your tags as general as possible while still being specific to your industry. This will help your article be ‘picked up’ by Google search results, particularly if it’s a niche topic. If you sell personal loans, for example, try using terms like “low interest”, “no credit” and “fast approval” in addition to “loan”.
Keywords, like tags, are another way to help your website place well among competitors in Google search rankings. Using keywords throughout your website that correspond with your product or service offering can help generate more interest in your website. However, too many keywords can actually detract from search results and Google may even consider your website spam, so keep all content relevant and meaningful.
A keyword should be present in the title, introduction and copy of the page or post in order to be optimised.
Tip: Be sure to include keyword abbreviations and synonyms throughout your pages. For example, using the scenario above, people may search “car loan”, “car finance” or “personal loan”. Incorporating all these expressions into your web copy will help maximise web traffic.
Although showing your personality through website content may be part of your brand (think Virgin’s relaxed, tongue-in-cheek tone), try to make headings as relevant and literal as possible. Being too vague may confuse or deter people from clicking through to your website, so ensure every heading hits the mark.
Tip: Try to avoid puns and abstract phrases. For example, using the car loan scenario above, rather than saying “We can help you into a new set of wheels”, say “We offer fast finance for your car”.
If you’re still struggling to make the most of your website presence, the good news is that many companies offer specialist support in website analytics, content marketing and SEO.