Our most recent blog post explored what SEO is and why your business needs it. Now is the time to put those ideas into practice and see better results with your web marketing campaigns. To help you get started, here are fifteen simple research and implementation tips for Search Engine Optimisation (SEO).
Research Tip: Use Google’s Keyword Planner
Do you know which keywords to choose for use across your site? Use Google AdWord’s Keyword Planner or another service to generate terms and check competitiveness. The tool scans web pages and extracts keyword suggestions based on the content. For example, you could input a landing page, see what Google recommends, and rewrite your content using one or two of those phrases. To use the Keyword Planner you need a free Google AdWords account but you don’t need to place any ads.
No Keyword Stuffing
Avoid being overeager with your new words, which can result in overstuffed content. This may happen if you choose too many search phrases or if they are not camouflaged within the text. The text of every blog post, article, photo caption, headline and web page should flow naturally, for human readers. Otherwise, both readers and search engines will take notice. Visitors may be turned off by poorly-written, overstuffed content and Google is likely to penalise your site’s rankings.
Create a Google Local Places Listing
Health care practices rely on business from the community, which is why you need to increase your local online presence. A local listing will come up when someone enters your business name and a preview of it may appear in response to relevant keywords. The listing can include your company name, phone number, physical address, business hours, reviews and links to your website, a map or a menu or list of services. Creating a Google Local Business listing is free and is one of the easiest ways to increase your online presence.
Encourage Customers to Leave Reviews
Google Local Business pages listings have a place for reviews and you should encourage clients to use that platform. The more good reviews you have, the more likely your business will have prominence in the search results as Google likes businesses with lots of good reviews. Having more reviews puts your name in more places, which is a form of SEO. You obviously need to make sure you comply with regulations related to testimonials and reviews, especially in health-related businesses in Australia.
Research Tip: Scope Out the Competition
Google’s Keyword Planner can also be used to check out the sites of competitors. You can see what types of keywords they are using and tweak yours accordingly. Another way to see how a competitor is using keywords is to run Google searches for your target keywords. Take note of the top-ranking sites and see how they manage their use of key phrases.
Make Your Site Mobile-Friendly
This tip cannot be stressed enough, because many small practices still have old websites built without mobile responsive design. Due to ranking algorithm updates, Google will penalise your site if it is not mobile-friendly. Plus, Google also tells viewers whether each link is mobile-friendly within the list of results. If your website is not, a user may click on a competitor’s site instead. Check your website now with Google’s own Mobile-Friendly Test!
Include SEO in Image Tags and Files
Every time you upload an image to your website or blog, you have a chance to implement SEO. If possible, include a keyword in the image’s filename. Next, make sure each image has what is called an alt-tag. This stands for an alternative tag or the text that is shown if an image does not load (more common on ancient browsers and Internet connections). Today, sites like Google index the tag, which also displays to users who hover over the image.
Research Tip: See How Users Navigate Your Site
What are web visitors searching for on your site? Investigate within your account to see what types of words and phrases visitors are using to find products or services on your site. The fact that potential clients have already used certain phrases may help you identify some strong target keywords.
Write Individualized Product Descriptions
This tip may take a bit of time, but writing your own product descriptions can help improve rankings and limit penalties. Always avoid copying and pasting content on your website, even across different product or service pages. Also, make sure that the content you use is not too similar to descriptions found on other websites, including Wikipedia, manufacturer’s sites, and competitor’s sites. Otherwise, Google will have a difficult time differentiating your product copy and have less unique content to crawl.
Web Marketing 101: Do Not Expect Quick Results
The more of these ideas you implement, the more you may be tracking data to see how they are working. However, keep in mind that web marketing is complex and it takes time to see results with SEO. It is a long-term strategy that often takes a lot of time up front. Once things are working, however, the strategies you implement will continue to work for you. Although you will have to make adjustments based on analytics, you will not have to start over again from scratch.
Research Tip: Think Like a Client
If you needed a company like yours, what would you type into Google? Thinking like a prospective client can help you brainstorm more keywords. Create a long list of possibilities, then narrow it down for use on your website and business listings.
Search Engine Optimisation: Make Landing Pages Different
Many websites have many landing pages, which may highlight different services, products or services by location. Each link can have the same basic information, but should not be a pasted copy of a previous page. Find something unique to say about each topic and reorder the rest of the wording and structure of the content on each page.
Research Tip: Create Target Local Keywords
The information you add to your local page listing will not be useful if users cannot find it. Your local page should include a title tag with the company name, target keyword and location. This information can also be included in the meta description. Make sure all content remains natural and makes sense though, so that it is clear for both consumers and search engines.
Follow SEO Trends
How many Google algorithm updates can you name? Several old SEO tactics are now obsolete due to updates and changes. Keeping up with trends will help ensure your web marketing strategies remain effective.
Put the Reader First
It is easy to become overwhelmed and consumed by keywords. Even with all these tips in mind, however, focus on your prospective clients. Aim to create valuable content that will keep readers engaged and interested. Although SEO is important, it is not more important than providing quality content.
Check Back for More Advice
This is just a handful of the tips we have to offer, so keep checking the blog for more advice. If you have questions or would like a consultation for your business, contact Espresso Digital Marketing. We are experts in Search Engine Optimisation. Call 0401 535 584 from Australia or +61 (0) 401 535 584 from anywhere else or submit this short online form for a prompt reply.
Did you find this article helpful? What action are you going to take because of it? Let me know in the comments.
Do you think we can help you with your digital marketing?
*** Please get in touch! ***
Do you have a friend or colleague who would benefit from this information?
*** Please share it with them! ***