London SEO Experts
This is an important page for business owners that need their website generating sales and revenue.
You are probably aware that effective SEO will increase your search engine rankings, but you may be uncertain about exactly how webpages generate leads and make money. The hardest part of your pathway to new customers and clients is pulling your website high up on page 1. But what good is SEO if your website is only being found for phrases that don’t meet a searchers needs? Are you looking for the keywords your potential customers and clients are using to find the products and services you offer.
In all honesty, SEO is not that hard to put into practice once you have an understanding of the basic guidelines. If you are determined to finally get a real grasp on SEO to increase your website traffic and sales, this Google Expert London Guide
is exactly what you’ve have been looking for.
A Look at How SEO Actually Works
First, it’s important to understand that SEO is not just a source of free traffic. SEO is actually meant to lead customers who are looking for you, right to you. However, this only works when you match what customers are looking for to your website’s content. Of course, the end result in free traffic.
To make this easier to understand, consider the following example:
Samantha’s company has been hand knitting mittens for years. They even has a website and blog that demonstrate the process and talk about the types of yarn they prefers to use for their products. Fortunately for Samantha there’s minimal competition for yarn keywords and her team posts new content filled with great information frequently, so in a short period of time, the business website is ranked first for various types of yarn.
But Sam has a business problem. Because someone searches for a specific type of yarn, chances are good they are already a knitter. It goes without saying that they probably knit their own mittens. As a result, Sam’s company may be getting a ton of traffic, but it won’t convert to sales because her visitors aren’t looking to make a purchase. They simply want information on different types of yarn.
SEO Expert London – Metro Web Team
What does this mean? It means that traffic shouldn’t be your business goal. Your goal is to determine what you want and then optimise your keywords to target visitors who are looking for that very thing. Well, that can’t be that hard, right? It’s not, if you are ready to do a bit of research.
Step 1: Researching to Find the Correct Keywords
Research is critical to discovering the right keywords. To do this, you need to identify keywords that:
- Are pertinent to your site’s content
- Have enough people searching to justify an SEO campaign
- Have medium or low competition – The fewer the results, the greater your chances are of a higher ranking
Today, there are a number of digital marketing tools designed to help you find the right keywords. For example, Google’s Search-Based Keyword Tool is the most popular because it offers results determined by real Google searches. As an added bonus, if you are logged into an AdWords account, you’ll receive keyword suggests that are customised to the account linked to the site.
Long Tail Keyword Phrases
Let’s stop for a minute and look at “the long tail”. This concept helps determine how broad or narrow your keywords should be. In simple terms, it describes a occurrence where a number of low traffic keywords in a group can direct more traffic than one or two high traffic keywords.
Amazon gets an astounding number of visits every day for the keyword “DVD”, but they also get plenty of visits for specific DVD titles, such as “The Hobbit DVD” or “The Godfather DVD”. When they are on their own, these titles get just a small percent of the traffic that the term “DVD” does. However, when you combine them, the volume is significantly more than a single keyword.
This is especially true when it comes to content that Google bots can’t read, such as audio tapes, images, or videos. In order for them to have a clear understanding of your content and rank them for the right keywords, you must describe them.
So, what does this mean for your business? Essentially, when you combine long tail SEO keyword together, all of your long tail (less popular) keywords should contribute to around 70% of your traffic. However, this doesn’t mean you can simply forget about unpopular keywords. They still have to be factored into your business’s overall strategy.
Creating Your Content
After you have determined the right keywords, it is time to create your content. Here’s how it works. When Google spiders are automatically scrolling over and “reading” your site to decide what it is about, they are also deciding which keywords your page should rank for. You can influence their decision by strategically optimising your content for certain keywords.
However, here’s something you also need to keep in mind. Writing your content specifically for search engines usually results in tedious, uninteresting content that doesn’t convent visitors into customers. Focus on your visitors first. Make certain your content in interesting and easy to read. Then, optimise without sacrificing your content’s expressiveness.
There are certain things that you should pay special attention to including:
Meta Titles: Choose an attention grabbing title that makes a visitor want to keep reading.
Keywords: Use relevant keywords that direct visitors to your site.
Freshness: You have to update and add new content on a regular basis, even if your existing content doesn’t become outdated. This is where a social media agency will commonly step in and support a business with online exposure.
Search bots read any text on your website, as well as the code. Here are the 8 code sections you need to optimise.
Title tags encase your website’s title. For example, let’s look at “Divorce lawyer in London ǀ Company Name”. Here there is an emphasis on “Divorce Lawyers in London” or “Company Name”. The main point is to make certain that your keywords are in the title when coding title tags.
2. Meta Tags
Your main concern should be your “meta tag description”. While this doesn’t have too much influence on your ranking, it does provide visitors with an idea of what your site is about, which may be the reason they decide to click through or keep going. In Google’s eyes our click through rate (CTR) has a significant influence upon your relevancy and organic position.
Headings are similar to chapters in a book. However, there is a specific order. H1 is the main heading before moving to H2, H3, and so on. You should have one H1 tag on a page, but there’s no limit on the others. Be sure your headings include your keywords and are relevant to your site’s content. But pay attention to over optimisation as Google penalise websites that make excessive use of ‘the same keyword’ in header tags.
Sitemaps function as a roadmap for search engines by giving directions to search bots regarding your site’s different pages. This allows them to find everything they are looking for. There are two sitemaps and it’s up to you to link them to give visitors a quick map of where to go.
HTML sitemaps: Designed to be easy for people to read, you should link each page of your website to your HTML sitemap, if you have less than 200 pages. If your site has thousands of pages, only link to the most critical ones.
Designed for search engines to be able to read, a XML sitemap contains every page of your website. The easiest way to do this involves using a tool, such as XML Sitemap Creator, to automatically create one. Once it has been created, it’s your responsibility to submit it to Google Webmaster Tools (GWT), Bing, Yahoo and other big search engines so they can index your site. If you plan video marketing from your website consider having a video sitemap
5. URL Structure
It’s not unusual for URLs to get over looked, even though they are an important part of SEO. It is crucial that your URL meets the following tips to ensure that search bots have an easy time reading it.
Opt for letters and numbers
Instead of underscores, use dashes
Stay away from unnecessary/ annoying characters, such as $ ! * ^.
Be aware that sub-domains tend to rank higher than sub-directions
6. Domain Names
Domain names that contain keywords may rank higher than domains without keywords. A domain name that is an exact match can top the search result rankings when a website is properly optimised. But as Google begins to lean toward brand names (i.e. Metro Web Team,) keyword rich domain names will become less effective. However, don’t make the mistake of searching for an exact match domain. They aren’t all that unique, which is why more and more companies are opting to use made up words as a domain name, such as Moz or Etsy.
Did you know that how your web pages are linked can significantly impact your search rankings? Utilize the following tips when cross linking your site.
- Use links within your content, instead of in a sidebar or footer they carry more weight
- Try to have no more than 30 links on a single page
- Don’t use links with low quality content
8. Alt Tags
Any image included on your web page should include a tag, concise description, and image name that pertains to the image. This allows search bots to correctly index them.
It’s a common misconception that the more websites that link to your site, the higher your web page will rank. This is why so
many site owners never achieve SEO results. Backlinks are very important but the power of links needs to be your focus, rather than the number.
So, why are so links so crucial? The answer is rather simple. While it is relatively easy for someone to create new content or make changes to their existing content, actually convincing them to link to another site is incredibly hard. Search engines are aware of this, so the more links you have to your site, the more reputable they assume you are.
Before we go any further, here are several points you need to be aware of.
- When linking, opt for sites that are related to your content
- Whenever possible, link within content. This is more effective than links in a sidebar or footer
- Anchor text is critical. For example, if you want to rank for “office space”, “office space” should be the anchor text of your link.
Here are a few things to stay away from.
- Reciprocal links tend to be ineffective
- Links from spammy or irrelevant sites are also ineffective and damaging
- Too many links rich in anchor text can be detrimental
- Site wide links aren’t so beneficial
- If you are caught purchasing links, you can (and probably will) be banned from search engines
To legitimately increase your number of links, follow these tips.
The top 100: When your goal is to rank for a specific keyword, your best links are from sites found in the top 100 search results for that specific keyword. While some links will be competition, others will not. Compose a short list and send an email asking them to link to your site.
Forums: Forums usually give you the opportunity to add a backlink to your site. This will improve your ratings, provided the links aren’t no-followed.
Dead links: It’s only natural for some websites to die out. Unfortunately, there may still be other sites linking to the dead website. Email them with info about the dead link and ask them to link to your site instead, if your content is compatible.
Directories: There are an innumerable amount of directories on the web. Make the time to find those relevant to your content and submit your site to them. A Google Business Listing is a powerful way to start this kind of campaign.
Social media: Not only does an active social media site increase visitors to your site, but it also improves the chances of your site being linked to.
Competition: Investigate your competition to see who is linked to them. Send out a short email that points out the benefits of your site compared to the other. Approximately 5 percent will link to your site too.
On a Final Note:
While the information above will increase your traffic from search engines, it will not happen overnight. With the huge number of websites to sort through, it takes time to update their results. In addition, keep in mind that it will take time to determine what will be most effective for your site.
Whatever you do, don’t give in to the temptation to resort to shady shortcuts to speed things along. You will be caught and the punishment could be detrimental to your site.
Overall, the best way to increase your traffic is by using the guide above and keeping these four things in mind.
- Establish exactly what your potential customers and clients are looking for
- Create a business website that targets these things
- Use search engine optimise to ensure your customers and clients can find you
- Provide the best site you possibly can and promote it.
Metro Web Team are London’s SEO Experts and enjoy a proven track record in ranking business websites in Google that boost sales and revenue. Visit our Discover Page in the top menu bar and see if your business qualifies for our expert SEO services.