Search Engine Optimisation

You’ve probably heard of the acronym SEO, or its full title Search Engine Optimisation, but how many of you know how significant it can be to your business?

In simple terms, SEO is the process of getting traffic to your website from free, organic, editorial and natural search results on sites such as Google, Yahoo and Bing.

However there are many aspects to SEO, with each separate element potentially having a sizeable impact on a consumer’s impression of your business, product and website.

Good SEO is also vital for your site’s relationship with search engines. Major engines such as Google are constantly improving the way in which they trawl the web to deliver better search results, however a couple of wrong moves and your site could be buried deep, with minimal visibility, in the process meaning you’ll miss out on incredible opportunities to drive traffic to your site.

With that in mind, we’ve created a five point list, outlining five of the most important things to bear in mind when you’re thinking about SEO on your site.

Check it out below.

Page Speed

This one is quite self-explanatory. If your web page takes too long to load or is clunky and slow to navigate then visitors to the site will lose patience, opting to leave before they’ve seen anything, in the process heading away to check out what your rivals have to offer.

Slow page speeds can be caused by a lot of things but there are a handful of main elements to look out for when trying to quicken up the loading speeds of your site.

You should make sure all of your images are optimised, don’t include too much data and aren’t too large – all of this data takes time to load.

Also worth looking out for is plugin overload, Bulky code, too many ads and an over complicated design theme – these could all slow down your site’s speed and could cost you dear.

Page Structure

Page structure code

Another key element to SEO that is often overlooked is page structure or ‘page architecture’. A good page structure means that all aspects of your site are easy to find and there is a logical pattern to where things can be found.

This all helps increase dwell time and reduces the bounce rate; two important factors that are considered in the Google rankings.

A good site structure is also beneficial for web crawlers such as Googlebot, which indexes content in order to return it in search results. If your site structure is clear and concise these crawlers will have a much easier time accessing and indexing content, meaning your site has much greater visibility on search engines.

To ensure your page structure cuts the mustard, make sure content is divided into categories, with a main section and subsections off it. A maximum of three levels of navigation has been found to be best for SEO. Also, where possible, use targeted keyword phrases for main section and sub section titles to give your site the best chance of being found in the search results.

Relevant, Detailed & Useful Content

It goes without saying that the better the content on your website and the more relevant it is, the more success you will have with visitors to the site and google rankings. It also helps if you populate pages with a good amount of text as it can lead to the following:

• Expertise goes up – if you have detailed and relevant content on your site on a regular basis you create an air of authority and people will view you as a subject matter expert.
• Trust increases – If users are regularly visiting your site and seeing in-depth pages complimented by interesting and informative blogs, they’re much more likely to trust you and want to be associated with your business.

• Rise in keyword relevancy – Informative and detailed web pages with plenty of text allow you to populate them with keywords without overusing them and running the risk of creating spam.

Always bear in mind however what the purpose of bringing people to your site is in relation to the content you’re posting – this is one of the most critical elements of SEO.

Accessibility

Another very important factor to bear in mind when thinking about SEO is the accessibility of your site, with a good Sitemap being one of the most important elements to consider.

The purpose of a Sitemap is to ensure that search engine crawlers can find all of your individual webpages – the more pages they can index from your site, the more trust it will gain. If you want to do well with the Search Engines then a detailed Sitemap is key.

Also important is the use of Alt Image tags. These are concise, descriptive phrases which outline what is exactly taking place in the image and are very beneficial to people who may not be able to see the webpage due to visual impairment, the use of screen readers or low bandwith.

Images are also more difficult than text for search engines to understand, with alt tags serving the purpose of helping them comprehend the images. Including alt tags that follow best practice increases your chance of search engines finding your images in search queries.

Mobile Optimisation

Last but not least we come to Mobile Optimisation, which has become more and more important with the rise of mobile and tablet technology.

In simple terms, Mobile optimisation just means ensuring that visitors who are trying to access your site via mobile devices receive an experience that’s optimised for their device.

Obviously if someone tries to access your site on their mobile or tablet but content isn’t displayed properly they’ll simply close it down and move elsewhere – you have to ensure this isn’t happening.
A couple of important tips for you:

• Don’t use flash – this feature may not be available on the users phone

• Don’t use pop ups – A lot of the time these can be difficult and frustrating to try and close on mobile devices

• Optimise titles and descriptions – remember that you’re working with less screen space!

Also important is the use of Alt Image tags. These are concise, descriptive phrases which outline what is exactly taking place in the image and are very beneficial to people who may not be able to see the webpage due to visual impairment, the use of screen readers or low bandwidth.

Images are also more difficult than text for search engines to understand, with alt tags serving the purpose of helping them comprehend the images. Including alt tags that follow best practice increases your chance of search engines finding your images in search queries.

Summary

Striking the right balance when it comes to SEO can be quite tricky, however if you follow some of the steps outlined above you’ll be on the right track to becoming an SEO King!

If you found this interesting make sure you keep an eye on our blog page for further tips, tricks and opinion pieces from our expert digital team.

Pin It on Pinterest