SEO Tips and Tricks
SEO is a big complicated process with goals posts that are constantly being thrown around in different directions. Things change in SEO but I believe that there are some things that you can do to help your site that will never go out of fashion.
First off, your domain name. If you have an old domain that you have had registered for a few years don’t let it lapse whatever you do. An old domain name could potentially be well trusted by Google and give you a boost when it comes to ranking for some competitive terms. When choosing which domain name you are going to use for a new project make sure you don’t overlook any previous domains you’ve purchased. Likewise don’t get a brand new domain because you think a company needs a brand change without considering the strength of your current one. If you’re swapping an old trusted domain for a new one you might lose out on some major domain strength.
Meta data is important but meta keywords are not. The meta data that you need to fill in for every page on your site includes the meta title and meta description. The title should be used to explain the contents of the page while including target keywords. The description should be used to entice users to click through to your site. The meta keywords tag should be left alone as it won’t help your ranking in Google.
Think about links
I’m not going to go deep into link building suffice to say that the more links that your site has from relevant sources the better it will rank. It’s important to be on the lookout for potential links that can be acquired through the natural process of doing business with other organisations. If you are setting up a stand at a conference see if there’s a possibility of getting a link from the conference site. If you have just carried out work for a company see if they will review your service and link to your site. These are links that occur naturally but can sometimes need a bit of a nudge in the right direction.
Keywords that you want to rank for are important but don’t forget about what you’re already being found for. Google Analytics is a very useful tool and can be used to find keywords you may not have considered. Measure the success of your site by setting up goals then analyse the keywords which are bringing in the most sales or enquiries. If you have had analytics installed for years then it also will be worth going through past keywords that have resulted in sales.
Test the waters
SEO can work wonders but it can only bring people to your site. If the site or product aren’t as great as they need to be you could find that no amount of traffic will make them a success. Instead of finding this out in six months once your SEO has kicked in it can be worth trialling some PPC ads before the campaign starts to judge the effectiveness of the target keywords, site and product or service. Carrying this test out at the start can save you a lot of money later on. Also, if the PPC ads are cost effective consider leaving them running until your rankings are in good shape or maintain the ads alongside your organic traffic.