SEO: The Basics Part 2

Your website is a vehicle that needs to be maintained, serviced and updated just like a car. How do you get your website to perform better?

Take a look under the bonnet and give it an MOT! Look for obvious issues like broken parts – technical website audits can identify problems that you might not see at first glance (just like a mechanic can). Get someone that understands how websites work to take a look for you.

Give it fuel – fresh content will ensure your website goes further. So, write good quality and engaging blogs and think about creating new pages when the need arises.

Why you need to E-A-T well

Expertise`
Authoritativeness
Trustworthiness 

This handy little acronym summarises the 3 biggest values Google uses to decide where to rank your website pages. If your content is informative and the whole website is focused on a specific industry, it will work out that you are an expert in your field. Google will look to see if you are an authoritative source of information for your industry and it will decide how trustworthy your website is. The main thing to take away from this talk is that ‘Content is King’. Publishing super awesome content that is helpful to searchers on Google will address all 3 of these things without you having to worry about it. Again, good quality backlinks can also help affirm that you are a good source of information in the eyes of Google.

What can you do?

Use Google’s tools!

Google Analytics – this is where (if you’ve set it up correctly), you’ll be able to look at all of the data and use it to make educated decisions about your website and each page. In analytics, you can use goals to track things like contact form submissions. You can also see how well products are performing if you are an ecommerce website and you can identify where your traffic is coming from. This is the most important bit of information you can use to work out what to do with your website. It’s all about analysis with this tool. If for example, you can see that the majority of your traffic is coming to you via organic searches but you’re not getting very many conversions, then this would indicate that there is something stopping people from wanting to be a customer. It is then down to you to decide what that blockage is – it could be that the content on the page is not what they thought it would be or it could be that the page they are coming into was recently deleted and has stopped them from moving forward. 

On that note, please NEVER delete any pages from your website. You need to make a note of the page’s url and ask your website developer to set up a redirect in the HTAccess file to an alternative page. If there isn’t something similar, it should be redirected to the homepage. You can then disable the page and keep it disabled for a year before safely deleting it entirely. This is because Google may have indexed the page and it will still be in the results on Google. So if someone clicks through to a page that has been deleted, then it will display an error 404 message and this will also be a signal to Google that you need to drop down the rankings because of a poor user experience!

Google Search Console – This provides you with an insight into what Google has decided to do with each page on your website. It is literally the eyes of Google and will show you if there are problems and the status of every single url on your website. However, unless you’re an experienced SEO, you won’t necessarily know if things are a problem or not but anything marked red should be looked into by your website developer & seo consultant. In house, you can take a look and decide whether or not to take up SEO consultancy to assist with rectifying anything. 

SEO things you can do for your website:

  1. Support the structure of your website with links to other pages & websites. 
  2. Create good quality relevant content on your website. 
  3. Use really specific keywords with a decent search volume for your pages.
  4. Only upload compressed files to your website to keep it as compact & tidy as possible. 
  5. Keep your website in good working order with regular maintenance.
  6. Have a plan! Review your website & develop a strategy to improve it. Have a new colleague or someone you know take a look around & tell you what isn’t working very well. A fresh set of eyes can help you to identify troublesome areas that need working on. 
  7. Consider having a competitor analysis & keyword gap analysis carried out by an agency, these will provide you with all of the data you need to help with your digital marketing strategy. You will be able to see exactly where you site in your ranking ability compared to them & it will give you ideas for keywords that other websites are ranking for well & which ones you are not. It’s a one-off piece of work that is fundamental to any future plans. 
  8. Consider also having a technical website audit undertaken to check that there are not any major problems with your website’s code or pages.

Teapot Creative offers both of these pieces of work so if you’re interested, have a chat with us!

About Barry

I thrive on creating solutions through my design skills. Drawing on over 20 years experience in a huge array of disciplines. Branding, graphic and web design, retail interiors and signage.

Give us a call on 01460 281865 or email us to see how we can help you!