Fully equipped with strategies, goals, and a firm grasp on brand visibility, you likely now have a working website, up and running to eventually earn you ROI and conversions. With business ideas set and domain name as fresh as ever, your brand is on its way to success—or so you think. Unfortunately, the work isn’t over yet. You may have a beautiful website now, but how do you ensure that Google and other search engines make it discoverable by prospects?
Optimisation is the answer, but you will need a lot of patience and skill, as the results are for the long term. The idea is to get things properly executed at the beginning, as this will help you save on much time and money over the next few years, especially when you realise your website needs fixing—yet again.
As the fifth instalment of our “Flip A Website” series, we look at your website from an SEO perspective. With that being said, here is how to optimise your website for the best possible results:
Content is digital marketing’s currency—without it, your website will not be able to gain rankings. SEO campaigns require a ton of different factors, but a website with engaging and rich content trumps all. Google favours websites with more than 2,000 words of content, imbued with relevant keywords.
As you develop your content plan, make sure to keep one thing in mind: your consumers. In essence, your content needs to be purposeful, serving as a solution to someone’s need. If you’re in the real estate industry, for instance, users will find “tips to successfully purchase a house” interesting, as it may contain things they might need for their search.
Again, never write for the sake of writing. Answer questions and concerns, and solve problems—only then will you gain credibility and attract interest, ensuring that your website gains steady traffic.
With content sorted out, know that SEO requires another non-negotiable: links. This will build website authority, so don’t hesitate to reach out to your network. Ask friends and influences to promote your website, as with other more established media blogs for quality links.
Keep in mind that it can be a slow and painful process, but link building will help keep your website’s lifeline intact. With quality content and links at your fingertips, Google’s algorithms will flag your website as safe and trustworthy, thereby allowing you to gain better visibility.
Too much of anything is never good, and such is the case with optimisation. Over optimisation pertains to the practice of optimising your website too much, which then causes your website to plunge in rankings. Dubbed as the black hat optimisation, you’ll be well on your way to penalties that can be costly.
Keyword stuffing today is an issue and if coupled with link farming, you’re essentially pouring your months of hard work down the drain. Keep in mind that SEO is in a constant stage of evolution—what may be considered the norm today may change tomorrow, so you’ll need to be on your toes. Make sure that you avoid the possibility of your website ending tragically—keep touch with the latest news and strategise accordingly.
The practice of optimisation may seem challenging, but everything good in this world needs to be learned. Optimising your website allows you to gain the best of results—no matter how strategic and beautifully structured it may be, if your prospects can’t find it, all your efforts will have been for nothing.
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