Optimising for search engine queries has become an important part of developing a successful website. The purpose of optimising a website is to make it easier for search engines to crawl, index and understand what your business does. Many of the steps involved with this process may seem trivial, but the combined effect will be noticeable in the amount of traffic and increased enquiries the site enjoys.
The first step in carrying out optimisation on a website involves finding the right keywords for your business. Without a clear direction on which keywords are the most important, the rest of the work carried out to optimise the website will not be effective. We use a number of online tools to evaluate the terms you suggest and to identify additional terms we could be using for the website. At the end of this process we will have a keyword strategy that will inform every step of the optimisation process and form a benchmark for reporting.
Search engines use automated crawlers called “bots” to catalogue websites. When a bot reaches a page on your site, it is important that the page is setup in such a way that it is easy for the search engine to catalogue it. The process of improving the structure of a page involves looking at the structural elements like headings and body text to ensure the content supports the target keywords.
Site navigation is an important element for SEO both from a site visitor and from a search engine’s perspective. With a difficult site structure pages can be hidden from a bot or completely ignored in search results. Part of the service we offer involves an evaluation of the site’s underlying architecture. Small changes, like adding a breadcrumb list to each page in the site, can greatly improve the site’s performance.
Writing great content is tough, but it is something that needs to be taken very seriously. Site content needs to perform two functions on a website. The first being the provision of useful information to a potential customer that provides a compelling reason for them to contact your business. The second involves targeting the right keywords in the content so that the individual pages are found on a search engine. We can provide advice on how to create content that fulfills both these criteria.