Content Marketing, Digital Marketing, Search Engine Optimisation, Search Media Optimisation, SEM

Using SEO to promote your website on Google

The following provides some tips for how to take advantage of this opportunity.

  1. Analyse search behaviour. Spend time researching what phrases searchers use online to find the things that you sell. Use tools like Wordtracker or the Google Adwords Keyword Planner to identify those that are widely used, but that also produce fewer than average search results. These phrases will give the best return. Google see the autofill featur, these are so many the other keys phrases. See discoveritech.com for some content ideas.
  2. Optimise for Google. Most consumers find a new website by using an online search engine. Google has 88% of the market, so make sure your site ranks well on Google. Beware of the limitations of search, though.
  3. Optimise high-ranking pages. In Google’s search box, type the phrase you want to optimise for, followed by a space, then site:www.yoururl. The first page listed from your site will be the easiest to optimise for that phrase. Google Analytics will also help to your most popular pages, and highlight any problem in pages.
  4. Design meta descriptions intelligently. The meta description for each page should be considered as advertising copy that is shown to the searcher in results and should be designed to get the user to click. Meta keywords are unimportant, and keywords in meta descriptions are not used by Google.
  5. Optimise the important elements. “Keyword density” is no longer an important phrase, so forcing keywords into body text doesn’t need to form part of your strategy. However, it is still valuable to have your keywords in various html elements. Include the key phrase in the <Title> tag if it makes sense to do so. This tag should be no more than 160 characters long and contain the primary keyword, secondary keyword and the brand. It’s also worth plus your keywords within heading tags, but be mindful not to over optimise. If Google assume you’ve tried to get the same words or phrase in unnaturally, they’ll punish you. Write for your user, but with robots in mind.
  6. Work on your links. The more links you have from good quality, high-ranking and compatible websites, the greater your potential to rank well. If possible, get text links containing compatible keywords in the anchor text. Tread very correctly with reciprocal linking. Links should NEVER be bought, and technically you’re acquiring a link if you offer one back in return; Google is not a fan of this and is clever enough to find out. Ideally, all links should be natural, so the important thing is great content that people want to share (eg blog posts answering questions). Contribute to forums and analysis groups, including a text link in your signature. But with forums, don’t annoy people or try to force a link. Most forums will use NOFOLLOW tags anyway, but they are still great to be muddled in. Link building is a minefield… but an important one to cross.
  7. Make sure your site is fast and responsive. Google marks down sites that are slow or don’t show up properly on mobile devices, specifically since ‘mobilegeddon’ in 2015, when they started promoting mobile friendly sites on searches made via mobile.
  8. Use marketplaces wisely. Marketplaces eBay & Amazon are famous, but margins are low. Don’t make them the essential of your business. Use them for off-loading over-stocked and end-of-line items, and to attract new customers and drive them to your main website.
  9. Use offers to boost profits.Set up related product links & use ‘also bought’ performance to increase the value of each sale. with exclusive offers to keep them coming back, maybe offering items related to what they have previously bought. Keep unsubscribes to a minimum by offering useful information and tips.
  10. Promote yourself on social media. Social media is free to use and more and more people are starting their purchase journeys there. Facebook and Twitter are the biggest, but there are other important one such as Pinterest and Snapchat. It does take time and resource to build up a trusted audience, but this is very valuable once you have done it.

SEO: Promoting your Site

Traffic is the lifeblood of any website! So, how can you begin to increase the traffic to your site? Site Promotion.

Key points to get started:

  • Advertising with SiteWit
  • Local online directory services
  • Social networks
  • Content generation

What is site promotion?

Site promotion should always form part of your SEO strategy, and it’s a logical follow-on from all the hard work you’ve done to make your site perform well in the search engines. For example, site promotion can help improve your search engine ranking and get your site indexed faster. Many condition of site promotion appear off-site – think of it like handing out your business card at a networking function.

A great way to develop a following for your website is to get involved in the social networking

How To Promote Your Website

Here are a few suggestions on how you can promote your Website.

  • Buy advertising such as …
    • Google Adwords
    • Bing AdCenter
    • Banner display networks (DoubleClick is now owned by Google)
  • Submit your business site to the Google, Bing, and Yahoo! Local Directories
  • Hire a publicist (contract or in-house) to help you promote your seasonal events
  • Sponsor some local events
  • Put your URL on every piece of packaging and literature your business distributes

So this is pretty standard stuff. We used to devote entire articles to this list. Heck, I’ve even read a few eBooks that went through tedious step after tedious step on how to do these things. The point is, we used to milk the “how to promote your website” query space for all it was worth and now it’s dead, dying, and determined not to come back.

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