Search engine optimisation starter guide
Posted by Michelle Veale
What is SEO?
Seo stands for search engine optimisation. The idea behind SEO is to increase your sites visibility on the web attracting traffic with a frequent flow of unique visitors to your site.
Here is a simple video explanation:
Why Use SEO?
Search engine optimisation helps to boost your e-presence on the web when customers search for your product or service. It is used to increase the visibility of a website or webpage in a search engines natural or unpaid results. SEO is a tool that increases a websites ranking via the webs largest search engines such as Google Bing and Yahoo, Google having the largest search traffic on the web. Without SEO your site may never be found by search engines online.
The web is covered with tiny bots known as spiders that crawl the web following links and indexing content in massive databases. When your website connects to the web; these spiders will crawl your pages ranking them in terms of popularity on the internet.
Does anyone remember a time without the internet when we were looking to order a nice pizza without having to leave the house? Instantly we searched the Yellow pages to find the essential list of takeaways or restaurant’s so that we could make a phone call. This can now be completed by typing the word into the search engine text box online. An Exact match search can be done to find the specific item you are looking for within a matter of seconds.
Search engines are like virtual library assistants who assist you giving instant answers to your search query. This assistant will retrieve the most popular sites pages or articles as being the most valuable to your search request. The search engines algorithms sort through the relevant books ranking the bestsellers first. Being a top ranking site helps to attract large amounts of traffic and builds a strong brand and trust in consumer’s minds which can ultimately contribute to the development of a strong sales turnover for your service or product. “Search Engine Optimisation (SEO) is arguably THE most cost-effective digital marketing technique”. (Smart Insights) Inevitably it helps to lower costs and deliver more profit for the business.
How to optimise your site :
The page content of your site is crucial to your SEO and content as part of the inbound marketing startegy . Let’s have a look at some of the components of the webpage which can be optimised.
Site Title: The Digital Marketing Room – which can be seen just below the toolbar on the blog page. Without a site title or a title that makes no sense it’s difficult for the search engine to index your pages. There can be up to 70 characters in the site title.
Tag Line: Join the conversation – which can be viewed just below the site title. A tag line can be some further information about the site or a slogan. A tag line can also be a call to action for the reader as in this case; the DMR are inviting people to online to converse.
URL: An abbreviation for uniform resource locator also known as a web address. The URL of the blog page https://digitalmarketingroom.wordpress.com/ is displayed on top inside an address bar. The site title keywords appear in the URL optimising SEO score.
Title page: Can be seen under the site title, in the example below the title page is “Blog”. It acts like a menu in the case of the DMR all blog posts can be easily retrieved.
Header: – Header keywords can be also optimised for SEO purposes. There can be up to 6 headings, H1- H6 in your blog; these headings rank higher in importance to text. The first header in the DMR blog is” Why create your own blog”?
Click on main image to see full image of Tag line, URL and Title examples
Images and Video: Images, videos with descriptions can also boost search engine rank performance. The DMR has Jamie’s Grilled smoked salmon YouTube Video and image of how Jamie brings the Food Revolution to chef TV on “Jamie’s Food revolution recipe blog” which can be seen below.
Click on main image to see full image and Video examples
Make your site easy to access; rich in unique, interesting and complete content that can be shared and talked about creating value for the reader optimising SERP’s (Search engine results pages). The more people that visit your website and click on your link in Google searches will determine the long term success of your site.
In addition it is essential to let users know about the cool content by promoting it with other mediums such as social networking sites FB, Twitter, LinkedIn, Google Plus and blogs to enhance SEO. This integrated approach is really effective in booting SEO scores as part of the Inbound Marketing Model; please see diagram below.
Incoming links to your website will increase your SEO score, particularly if they are from highly visited sites.
Running a blog is also a great way of promoting your website and increasing ranking. Posting frequently can attract the Google spiders to your page quickly thereby increasing page rank and contributing to overall traffic flow.
Below we can see how SERP’s ( search engine results pages) provide traffic to the blog and social media and part of the overall inbound marketing strategy in creating great content. This process of traffic flow also illustrates the reciprocal relationships between each of these mediums and how they support each other in creating content and traffic.
Some sceptics in the car industry found that “SEO can generate a ton of leads from unqualified people not within the buying range”. Latman and Keith put forward in Ward’s Dealer Business article that “It is lack of sales-staff and not the leads generation that creates problem”. I believe that SEO cannot exist on its own to produce qualified lead traffic but it must be supported by other members of the marketing family which is evident in the inbound marketing model above.
So do we know what people are searching for? Using Google Adwords can assist in keyword research to determine the popularity of keywords both locally and globally. These represent the demand for keywords. In addition this tool helps to recogonise the level of competition for those keywords equipping you to make a strategic choice of targeted keyword to create superior online visibility for your site. Using the allintitle: ‘keyword’ search lists the supply of these keywords in the page title. The idea is to identify keywords with a high demand of search enquires and a low supply of existing web pages. By specifying optimum keywords in your pages; the search engines’ job is made easier and higher SEO scores can be achieved on your site. To verify SEO success Google’s webmaster tool or SEOMOZ crawl can be used to analyse the effectiveness of the keywords used.
I hope this search engine optimisation starter guide has helped to give you an idea of SEO. If so please leave a digital comment or like imprint!
Posted on April 4, 2013, in blogging online, Content Marketing, Social Media Marketing, Uncategorized and tagged How to optimise your site, Keywords, What is Seo?, Why Use Seo?. Bookmark the permalink. Leave a comment.