SEO or more correctly Search Engine Optimisation is the process of making sure that your website will rank well for certain key search phrases that your customers and potential customers actually use when they search.
Yesterday in our office, I was asking for a recipe for an Orange Gin Cake (yes I know, it does sound amazing!). and the answer back from the team was Google It!
Whether 'Orange Gin Cake recipe' or 'What is SEO', we all use Google each and every day to find answers to our questions
So in order to rank well inside Google, you need to make sure that your website is optimised to answer your customer's questions.
We still come across a few clients who think in the old way about Keywords, ie just a list of potential words embedded somewhere that might hit the mark regarding answering a client’s question, but in terms of relevance, maybe not so much.
And that is the key for all SEO related work at your website - RELEVANCE.
How relevant are the pages at your website to your customers questions?
In a nutshell, this is what all of Google’s complex algorithms are attempting to do.
They want to list all pages of websites in order of how relevant they are to the search question.
So when you start to think about relevance and more specifically how relevant your page is in answering your clients search question, what we need to understand about SEO changes quite a bit.
It's time to optimise your content
Here are my 5 top tips to focus on enhancing how relevant your various website pages or landing pages (Need a refresher? We've got you covered
.) are to ensure that they are ranked well by Google when your clients come searching and asking their questions.
1. Treat each page of your site as a unique landing page
Each page should only be about 1 thing. If you find yourself speaking in detail about more than 1 thing, then you need another page
2. Ensure that each page has a unique Page Title
Your page titles should focus solely on what the page is about. If your page contains a recipe for a Gin and Orange Cake, then make sure your page title says Gin and Orange Cake Recipe
3. Ensure you specify an enticing page description
This section will be what shows up in the list of sites that match your search criteria. Think of this as a great “call to action” area that will entice people to click.
5. Refer to, describe and reference your searchable thing.
Sometimes it can be tricky to balance referencing your offer multiple times in page content, without it coming across as rubbish.
If it passes the “read out loud test” then you are on the right path. So think of a Page Name that references your topic, then include a series of subheadings that also reference the topic in similar ways. Make sure that you also scatter these exact words in the body content as well. What you are trying to do here is reinforce the message, via boosted your keyword density, without sounding like an idiot.
6. Focus your attention on what kinds of questions your customers actually ask.
There is no point focussing your energy on content, page titles and descriptions for items that are not actually anything that people ask about, search on or refer to. This can be tricky if you are not actually across your target audience, how they speak or the benefits of your products, ie how they solve your clients problems/answer their questions.
There are other tools you can use once you have your copy in place, like,
Heading styles H1 for page names, H2 , H3 etc for sub headings
Using Bold tags or Italics to highlight certain key phrases that reference your topic
Naming your images correctly - ie Yummy-gin-and-orange-cake.jpg
You don’t need to be a mathematician to rank well via Google’s algorithm, but understanding and acting on the above 5 key steps will go a long way to ensuring that your website pages rank well when answering your clients questions.
Ready to put it into practice?
Start by reading 'Is your website content working'
and downloading your content audit sheet.