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- What is Search Engine Optimisation?
- Find out what your potential customers are looking for
- Write content that improves your SEO
Search engine optimisation (SEO) is the organic way of attracting your target audience and bringing customers to your business website through search engines. Google is regularly updating their search algorithms, which should influence the ways you are marketing and pitching your online content in order to keep it engaging, relevant and meeting the needs of your customers.
A good way to go about your SEO is to integrate it with a content marketing plan. Use keyword research tools such as the Google Keyword Planner in Google AdWords for insight into what your customers are searching for. You should be aware of what questions your target audience is asking so you can provide answers and solutions for them (i.e meet their need).
Tips to improve your SEO ranking
Planning for SEO will increase your organic search rankings so consider the tips below to improve your efforts.
Write well thought out, quality content
You need to create content that resonates with your audience. Your content should be original, rich in substance and targeted. To help keep you in check, commit to writing a regular content publishing schedule, and follow that strictly. Use our Content marketing plan template (XLSX 11.34 KB) to map out your ideas.
Don't think of mobile optimisation as optional
Having a responsive website (that changes size automatically when you're using a tablet or mobile device) and a content strategy for mobile in place can also help improve your SEO. By ensuring your site design is responsive this will help your site look appropriate across a range of mobile devices. By having a content strategy in place, you are ensuring that you are meeting the behavioural needs of your customers who are using mobiles or tablets. For example, cafe customers are probably looking for address, opening hours and menus when they are out and about.
If you're not sure whether your website is mobile friendly or not, use the Google Mobile-Friendly Test tool to check.
The important role played by social media
It is important to have a strong social media presences and strategy that will make it easy for people to share your content. Google is using this as a way of recognising 'human presence' so it can help determine your ranking. A good place to start is with Google Plus, or making sure you have built your blog or website with the share function.
Write SEO-friendly URLs
If you can try avoiding signs like ! or &, ?, in your URLs as it can appear to be spam. Write and create URLS that are easy to read, correlate with the subject matter on the page (use the keywords people are typing in to Google if they're relevant to the subject matter) and are short and sharp.
Optimise the user experience
This tip is closely related to writing quality content and creating a website that meets the needs of mobile customers. To further optimise the experience for your customers, make sure your site is easy to navigate, you have a clear call to action, and the information they are seeking is visible. This is a key step to website success.