In today’s noisy digital landscape, it’s just not realistic to create a website and expect businesses to flood in through Google.
Great website design can only do so much. Even the most good-looking websites need Search Engine Optimisation (SEO) or they run the risk of not being seen. So, awesome website design with SEO, now that’s the key to digital marketing success.
In this blog post, we’ll explain what SEO is and why it’s the key to a successful online business. Plus, we’ll also provide a couple of top tips to improve your Google ranking…
What is SEO?
SEO is how your website becomes visible in search results. Literally speaking, it’s optimising your website for search engines.
SEO is usually divided into two parts: on-page and off-page. And there are tactics for each. However, SEO is a complex and forever-changing beast. Since its function is to please search engine algorithms (the formula by which search engines come up with results), the various ways in which this is achieved evolve depending on changes made to the algorithm.
Simply put, Google is constantly evolving and improving its algorithm. So SEO practices are changing constantly in order to keep up.
But there are some basic SEO principles that have remained relatively constant. Websites that follow these rules stand a better chance of being found in Google search:
Regularly post new and relevant content
Websites are meant to be living, breathing, interactive content platforms. Google rewards these sorts of websites by ranking them higher in search results. A blog is an easy way to post fresh content on a regular basis. And each post is an opportunity to be found by your audience. So, the more blog posts your website has, the better. More on this later.
Have fast page load times
Google reads websites by “crawling” their pages. Like humans, Google has a short attention span. So if your page is taking too long to load, Google will penalise that website. So make sure there are no server issues with your website, or image files that are too large to load quickly.
Have no broken links
When Google crawls your website pages, it follows all the links you have embedded into text, images, Calls To Action (CTA) and other elements. If you change the URL of a blog post or website page, and the old link still exists somewhere else on the website, Google will find it and penalise you. So remember to check all your links are working!
Other strong websites link to them
The more inbound links your website has, the stronger your “authority” becomes. When other websites are linking to yours, it tells Google that you’re an expert at something and your website is worth looking at. But beware “black hat” backlinking tactics, as Google only rewards genuine inbound links from non-spam sources.
Remember, website design with SEO gets your website found by your target audience. With greater opportunity to be seen, your brand has increased chances of getting leads and making sales. Without making your website Google-friendly, it’s very hard to generate enquiries.
Ok, now we understand a little bit about what SEO is and why it’s important, let’s take a closer look at on-page optimisation.
On-page optimisation is the way in which you make your website page (or blog post) Google-friendly. As a bare minimum, a website page should be optimised through target keyword placement in these five places:
The body text and headings
Image alt descriptions
These five things are collectively called metadata. Metadata is the information Google “reads” in order to understand what your page content is about.
Most Content Management Systems (CMS) will automatically generate an SEO title, URL and meta description for you based on the content of that page. However, creating your own is a much smarter idea.
Your SEO title and meta description are the first things a searcher will see when your content appears in search results. So if you create your own, not only can you ensure that your target keyword appears there, you can also entice viewers to visit your website with engaging, clickable copy.
Your SEO title should be short; just your brand name and succinct tag line. Google typically displays the first 50–60 characters of a title tag, so bear that in mind when you’re writing. As for the meta description, this should also be short and simple, stating what content you offer to your website visitors.
TOP TIP: If you’re using WordPress, Yoast SEO and ALL in one SEO are recommended plugins for simplifying your on-page SEO process. It’ll provide a checklist for your critical on-page optimisation actions and give you an overall score once you’re done.
Conveyz are specialists in website design with SEO. Every website we create is delivered with all the basic optimisation done for you, so you can rest assured it’s complying with best SEO practice. Ask us if you have any SEO queries and we’ll do our best to help you out!