There are a few simple SEO techniques that you can use right now to bolster your search performance.  Here are a few simple starting points: 

Google My Business

Google ‘My business’ is a free, easy to set up listing for your business which is provided in a prescribed format by Google. My Business is independent from your website (but can link to it) and is a great starting point for any business online.  It allows you to add the physical location, contact information, open times, photos, reviews and other important information to your business listing and automatically features your business on google maps.  Furthermore, a Google ‘My Business’ result is displayed below an image of your business in the high visibility panel at the top of the search results page, which commands the user’s attention.

There will be a BLOG to come on setting up a Google My business account, but in the meantime, you can find more information about Google My Business here: https://www.google.com/business/

Or by contacting Beardbot today!

Understanding where to start

A basic SEO starting point is to identify your business goals. What is it you are trying to do?  Share information?  Offer a service?  Sell a product?  Once you understand a business goal, you need to identify which page of your site allows this goal to be realised, so that it can be optimised to achieve it.

It is a common misconception that SEO is performed across your website as a whole to improve search performance.  This is not actually the case.  Google ranks the individual pages of your site separately, which means optimisation needs to happen on a page by page basis and provides website operators the opportunity to optimise individual pages for different goals. 

Selecting your keywords

You cannot have a search result without a search term, which makes keyword research the logical starting point when optimising a page. Considering which keywords (or search terms) people may enter into a search engine to find your business is extremely important.   Put yourself in your potential client’s shoes.  Think to yourself:

“if I was a customer searching for this product/service/information, how would I type my search into Google?” 

There is a good chance that your potential client is not going to be using industry terms or jargon, so generally speaking it is recommended to try and keep keywords in layman’s terms unless you expect your client to use the industry specific terminology in their search.  The more specific the search string you optimise for, the more likely you will get a high result.  For example, optimising your page for short general keyword searches such as “painting services” may improve your ranking a little, but may leave you fighting for position amongst competitors that may not even be local.  Optimising for longer keyword searches such as “professional indoor painting services in the southern Adelaide region” may assist you to rank more highly for people searching on more specific terms and in your local area.

Another thing to consider is that users may not be searching for your offerings exactly as you list them.  For example, if you’re a mechanic that offers “automobile repairs, servicing and parts” you may want to consider optimising less for your verbatim services and more towards keywords that people may enter when they need your services; such as “Where can I get my alternator replaced” or “why won’t my car start” or “best value mechanic in the Adelaide metro area”.

Optimising your page

So, you know your goals, you have a target page and you’ve decided on the kinds of keywords people might use to find you.  It’s time to bring it all together and optimise your page!

In their webmaster guidelines, Google has famously declared:

“Make pages primarily for users, not for search engines.”

Which above all else, should be the primary consideration for any SEO undertaking.  In simple terms, this means: Keep your content relevant and to the point.

There is a natural optimisation that will occur simply by keeping your page content on topic and relevant, so this should be the inherent focus when drafting your copy.  As you go, try and find ways to slip the search keywords that you have identified, into your page content.  Be mindful to keep the naturally fluidity of your content and don’t overdo it.  First and foremost, your content should remain readable and relevant for your user.

Headings are an important ranking factor and make your content more readable for your users. Including keywords in headings can help improve search performance as long as the heading is relevant to the content that follows.

If your page contains images that are relevant to the content, rename the image files to include some keywords in the filename or use the image’s alternate text field. This helps search engines understand your page’s image content and can boost your page rank. Remember to keep any filenames or alternate text relevant to the image content and the keywords you are targeting. Users always come first!

Technical SEO components

Not all components of SEO are related to content.  There are a number of factors in the back end code of your website that can also improve rankings, such as meta descriptions, responsive design, page load speed and much more!  Stay tuned for our comprehensive technical SEO BLOG or contact Beardbot to find out if your site is up to speed under the hood.

Published on:

Sunday, Jun 24, 2018