Both SEO (Search Engine Optimisation) and SEA (Search Engine Advertising) are used to show up in the Search Engines as high as possible. For example if you are an eye wear company in Eindhoven you would like to show up, preferably on page 1 of Google search results if someone looks for ‘eye wear Eindhoven’.
Time and money are invested in SEO and SEA to 1) attract qualified prospects to the website so they either buy online or put in a request for more information 2) help a brand increase online awareness
When Google Search Engine was launched in 1997 there were about 12 factors that influenced a website rankings, now in 2016 there are about 200 factors that influence a website’s SEO in Google’s Search Engines. By following good SEO practices you can boost your ranking in Google. Here are 5 steps to improve, let’s get moving!
Step 1: Define your current position in the search engines
We recommend before making any improvements to your SEO to first look at your website’s current position in Google’s search engine. This will help to measure and report on the improvements that you are going to achieve. Visit Google Ad Preview tool and find out how google displays the search results for a specific search term. You can see paid ads and also the organic listings. If you want to see how you appear in Google’s search results, it is better to use this tool then to do a search in Google’s search engine because with the ad preview tool you do not harm your performance by accumulating ad impressions every time you look for your ad.
After you have entered a relevant keyword take a close look at your website position in google ad preview and look at your competitor’s position. I recommend to take a screenshot of the google ad preview results page so you have a point of reference. If you have an Google Analytics account set up you should monitor the number of visitors you are currently attracting to your website and in case you are advertising on Google Adwords we recommend to monitor the number of clicks and views your ads are getting. Collate the results and calculate the metrics that matter for your business and present this in a rapport. It is important to measure, track changes and report to see the impact of the changes you are making.
Step 2: Audit your website’s performance
Your website has to be error or fault free to get a good ranking in Google’s search engine. There are a number of things you can check for such as the mobile friendliness of your website, duplicate content, broken links and pages loading too slow.
Use Google Search Consule
Set up your account with Google Search Consule so you can get deeper insights about your website’s SEO performance. Talk with your web development team and make your website error free.
Do the Google PageSpeed Insight Test
Do the Google PageSpeed Insight test and find out how mobile friendly your website is. If you’re website speed is low either on mobile or desktop you are losing on SEO performance.
Use site liner
Visit Siteliners website and enter your website’s URL. It will indicate the issues with your website. Consider your websites top issues and talk with your web development team to work on these. Sitelink is great in that it highlights the content areas in your website that are duplicate so it is a great tool to exactly map out any issues. If you have a lot of duplicate content either remove text or consider rewriting.
Use Website grader
Use Website Grader to analyse your website. It looks at your websites performance, mobile compatibility, SEO and security.
Need deeper more specific insights? Use Screaming Frog SEO Spider
The screaming frog SEO website spider is a program you need to install on your computer or laptop. The program is not that user friendly or easy to grasp so you need to have a basic understanding of SEO. But it is a great tool to give you deep insights in your website’s issues.
More testing? There are lots of other tools on the market to audit your website. But the above should give you a good grasp of your website’s performance and it will direct you on improvements that can be made.
Step 3: Work out the backlinks going to your website
According to SearchMetrics backlinks are an important factor in affecting a website’s search ranking. To work out which back links are linking to your website login to your google webmaster tool account, click on the search traffic section and then on click on links to your site.
If you would like to take it to the next level also check out your competitors backlinks going to their website. You can use a tool such as Monitor Backlinks. The tool also shows you the value of the backlinks and how google rates them.
Step 4: Content Analysis
Assess your webpages and identify whether they are using unique and relevant Meta descriptions, Meta keywords, SEO-friendly URL’s and title tags. Make sure that all the images and video’s placed on your website are named properly using relevant keywords. A good tool to get an overview of all the meta descriptions and page titles is Screaming frog SEO Spider. And most importantly write relevant content for your audience. Before you write any content use Google Keyword Planner to find relevant keywords to use in your content based around users searches.
Step 5: Consistently publish new content on your website
Frequently updateding content on your website equals higher chances of ranking better for relevant keywords in Google. By posting new updates and new content you are letting Google know your website is up to date and relevant. A smart way to add new content to your website is adding a blog. Engage with your users in blog comments which helps you to build relationships with them.
Tip: Don’t forget to measure, track changes and report on the changes so you have a clear overview of the impact of the changes you have been making
If you need professional help with your website SEO, please don’t hesitate to contact us and we will be more than happy to help.
Please share and comment on the impact these steps have had on ranking in the major search engines. Also comment if you have any additional ideas!