Hi everyone, another sporadic blog post here! As usual, we are busy promoting clients online and forget to promote ourselves!
Over the last few months, there seems to have been a lot of changes in how the search engines rank sites and how they are dealing with online spam. As with any changes to the search engines, some sites will plummet, some sites will stay the same with their rankings and some may even go up. People have been talking about over optimisation penalties ( having too many links that have the same anchor text words) and having links from bad link neighbourhoods which has affected their rankings.
Our link building work in Manchester has really stayed the same, as we use evergreen techniques, based on what the search engines recommend. You may have short-term success with trying to game the search engines, but in the long run you might as well follow the search engines advice and rules and then you will last much longer than your competition. So, the obvious question is how do we do this?
keywords, key phrases, exact match, broad match…. All of these terms will have been thrown at you. Essentially it all comes down to the search engines weighing you for how many links you have back to your website which contain certain words. If the words contained in links around the Internet outweigh your competitors, you should rank higher than them. However, it would be wonderful if it was just about clocking up a higher number of links than your competitor which contained your keywords. Google and the other search engines have many factors they take into consideration when they rank a certain page. The ratio of links with one keyword compared to your other links with keywords, where those links come from and so on. Essentially, it boils down to you trying to rank for keywords which do not have massive sites in the top 10 listing and which you think you can beat within a budget, time and resources you have.
You can get information on keywords from googles keyword tool. Majestic SEO is also a good place to find information on particular keywords. No matter what tool you use, you will need to practice interpreting the data and identifying which keywords you could possibly go for (low competition-how many local seaches per month for an exact phrase, a good number of potential visitor per day). If nothing else, it is better to pick low competition keywords than very high competition keywords. You basically stand more of a chance of succeeding and you won’t put months and months into online promotion with no return.
On page Seo factors
If you currently have an SEO company promoting you online, you may be bombarded with reports and information, but really it comes down to you optimising your site for the main criteria search engines are looking for. This being a working site map, title tag, H1 headings in your content, your keyword a few times in your content and ideally your keyword in your URL. Robot text files allowing the search engine bots to spider your site is also good, but the main thing is to not go overboard trying to cover every on page SEO factor ( an obvious SEO job). If you want a good snapshot of what you have in place for on page SEO factors, download the SEO quake Firefox plug-in. It will give you a nice list of what you have in place and what you need to address. Simply work your way through the list.
Ideally, you want to also be adding fresh content to your site as often as possible. This not only gives new information to your readers, but also tells the search engines that you have an active site worth ranking. Add images and any videos you can to your content.
Run out of ideas for what to put on your website? Think along the lines of how you can help your customers – top five lists, help and advice, tips, worthwhile links on the Internet. Just think about being helpful and document this on your website. As you know about your market, you will naturally include your keywords.
As natural as an organic spud!
A cryptic heading I know, but if you want your online promotion to last as long as possible, so everything on-site and off-site must be done as if it happened naturally.
So, on-site just address the main SEO points. Off-site, you’re back links need to come from a wide range of website platforms, on a wide range of IP addresses (lots of different sites on different webspace), with lots of unique content, just as if people were naturally linking back to you.
The unfortunate thing with SEO, is that there is a lot of misinformation, which boils down to the fact that SEO, when done right, makes money for a website. So, like James Brown said, ‘I’ll tell people most of the things I know, but not all the things I know, as I want to stick around!’ So, you will never be given a blueprint or recipe for ranking any keyword on the Internet and those who are successful online, will give you some information of how it works, but not a complete path from A to B. Also, each site is evaluated differently. With the supposedly 200 ranking factors used by Google, your competitor may be doing better than you in one area which you just don’t know about until you look into keyword research and your competitors links.
Tying it all together
Make sure you cover all the basic on page and on-site SEO factors. Most of these can be done with the knowledge of your website admin. If you have a CMS system for your website, especially word press, these factors can be addressed through the admin panel.
Off-site – find theme related blogs, news sites and free PR sites. Send them a juicy story about why your website is amazing and provides things no other site does. Socially, tell everyone about that content.
Depending on your market, sign up to the big social media sites – twitter ( if nothing else), Facebook and Google+. Get a Google places listing.
Check your website stats for your most popular pages and what key phrases people are searching you for. Add these key phrases to future content.
Get an e-mail list – if you can tell people regularly about what you are doing, they may eventually buy something from you.
All the above boils down to how much time and budget you have. You cannot expect to rank number one for the keyword finance, if you only have a few hours to spare per week or you only have £50 a month to spend on SEO services. Part of SEO is a resources game. If you have the resources and money of Donald Trump, you could probably rank and promote yourself for anything you like!
If you are patient and do your SEO slow and steady, the result should eventually pay off.
If you want to increase your rankings, please contact Bassmedia here for a free consultation.