Glancing at the rapidly spinning figures on Internet Live Stats will show you the sheer scale of internet use, for example there are over 3.5 billion searches made via Google daily. Just a tiny handful of those will be for your brand and your website. There are methods and techniques which can be used to improve your ranking. Known as Search Engine Optimisation (SEO) it involves looking to maximise your exposure for a series of proven rules.
How we search
Internet culture means that, when we search we will generally use a handful of key phrases. ‘Kebab shops near me’, ‘Life Insurance’, ‘Furniture shops in Manchester’. Therefore, it becomes vitally important to first recognise this how people will be looking for your business and secondly to discover what phrases are used specifically for your own organisation.
This is the difference between the sort of high ranking success which means scroll-adverse users will select your company over the competition and virtual loss on lower rankings and second page ignominy. However, it is not purely keywords, there are many areas which you can work on to improve search ranking.
Step 1 – Have a great site
First and foremost you need to have a well organised site which looks good and works well. It’s important for your potential customers that they have a good experience when they visit your site however it is also important for search ranking. Google and other search engines are starting to review sites based on user experience, well organised, easy to use, quick to load sites will be listed higher than sites which are not.
Step 2 – Be relevant to your industry and therefore the search
Another area search engines look for now is relevancy, their job is to find the best answer to the question put by the searcher and the most relevant sites will rank higher. You can help this by ensuring you have significant relevant information on your site. You can do this with clear information from the obvious things, your opening hours, your location and such but also consider the sort of relevant things your customers would want to know.
Step 3 – Be an expert
Make sure that you are regularly publishing useful content. Whether it is helpful articles, useful blog posts or other media like video or audio. Forget about trying to create something specifically for search engines, more and more sites including Google are using highly complex AI to read content and measure how useful it is for humans.
Basically, the better your site it, the more likely it is to be listed more highly. Consider your site with an outsider’s perspective, what would you find useful and informative.
Step 4 – Make it fly and make it viewable
None of this effort is worth anything if your site is sluggish and loads as if it was being delivered by a dial-up modem. Users patience for slow sites is minimal and the search engines recognise this and differentiate sites using this as one of the tools.
You should also ensure your site can be easily and clearly viewed not only on a desktop browser, your site needs to work effectively on mobiles and tablets as well. Google has stated that responsive design is its preferred method of mobile optimisation.
Step 5 – Understand your keywords
Keywords are of course also important, however you need to be selective. If you consider your potential audience you need to consider what users will use to search for your organisation and ensure these phrases are clearly included in your content. Beware stuffing your content with too many keywords, it is about getting a sensible balance which creates great, easy readable content but still references the sort of key phrases which you will be searched for.”
If you were a hotel in Chelsea for example you may wish to consider phrases such as ‘Hotels in Chelsea “, “Chelsea Hotel”,”Accommodation Chelsea” and so on. However, avoid being too wide in your search phrases. “London Hotel” for example would create many thousands of hits and be far too generic.
Shh… It’s a secret
It would be perfect if I could give you the actual way in which the major search engines operate, however their increasingly complex search algorithms are kept close to their chests. Gone are the days when you could hide a phrase on your page to trick a search engine, today your content is being read and reviewed to a massively complex level to give your site a measure as to how useful it is for a real user.
We can take a ‘best guess’ at how we can best optimise sites, however it is not an instant process. Good optimisation will take time where, over a period of months you build a reputation and increase your rankings. It may be frustrating that there is no instant ‘quick fix’, however following sensible techniques can see you develop a solid ranking.
Leave it to the experts
Whether it is an art or a science there is a true skill in professional search engine optimisation and the team at the MM Group should be your first port of call. With over fifteen years experience in online sales and marketing, their SEO specialists will take the time to understand your site, building effective keyword lists, optimising pages and meta-tags and creating powerful content which will see your search engine ranking rise and allow you to maintain the first page ranking you deserve.
Give the team a call to get a free quote and find out why the MM Group team are the leading industry experts in SEO. Supported with your own named account manager, regular reporting and guaranteed service. Drop them a line today:
Phone: 0203 488 2220