There’s nothing quite so frustrating as pouring your heart and soul into building a website for your business, only to find that nobody ever gets to see it.
If you aren’t ranking highly in search engine results for your sector, then the chances are that people aren’t going to know you exist. The term ‘SEO’ gets thrown around a lot, but what does it actually mean? And how can you make use of keywords to improve your SEO score?
What is SEO?
SEO stands for Search Engine Optimisation, and essentially it means ensuring that your website is getting picked up by one of the many algorithms employed by Google and other search engines.
The purpose of Google’s algorithms is to ensure that when someone types in a query, the pages that are returned to them are relevant, useful, and trustworthy. Exactly how the algorithms work is Google’s intellectual property, but the things they are looking for are:
- The keywords that have been used in the query. We will talk about this in more depth below.
- Relevance and usability of web pages. Ensure that your site is easy to use and that your content is relevant to your field.
- Expertise of sources. Ensure that you are writing on topics that you are qualified to write about.
- Your location. Generally, algorithms will try to return results from local businesses where applicable.
If you want your site to be picked up by search engine algorithms, then you need to ensure that you are bearing these factors in mind when you are building your website. The process of optimising your website for SEO can be a long one if you aren’t an expert in the field. It can be highly beneficial to engage the help of an expert SEO consultancy to give you guidance on which strategy is the right one for you. If you’d like to learn more about SEO consultancy, take a look at www.clickintelligence.co for more information.
When someone types a query into a search engine, one of the things that the search engine algorithm will do is to match that query phrase with the content on your website. If you have included the exact phrase that a user has entered, it’s highly likely that your content is relevant to them! The process of finding the right words and phrases to use is known as keyword research.
Carrying out in-depth keyword research when designing your web page or adding content is a good idea. Try to design content around the questions that your target audience are likely to be asking, and be sure to include keywords and phrases using the type of language that your target audience is likely to use.
When you are a smaller site, it can be tricky to rank on the keywords and phrases that you would like to because the chances are there is already going to be a site that has a higher ‘domain authority’ than yours. The key for small sites is identifying keywords and phrases that are not being used by anyone else.