Search Engine Optimisation - ways to improve your company's online presence
In the last five years improvements in technology have been a real catalyst for change in the way that all businesses market themselves. In a world where almost everyone has Internet access directly from their mobile phone it is now more important than ever for all businesses (no matter what industry they represent) to have a strong and effective online presence.
Certainly, having a well laid out and easy to read website is critical but if you want to attract new traffic to your website what is as equally important is having a website that is set up in a way that makes it easy for Internet users to find your website.
Search Engine Optimisation (SEO) is the process of setting up a website and updating it in a way that makes it easily identified by a search engine like Google. By having your website ranked at or near the top of an unpaid or organic search result means that your website is much more likely to be visited by potential customers. ComScore reported that in 2013 Google lead the world search engine market with 66.9% of the market share.
There are many experts out there who can assist your business to review and ultimately improve the accessibility of its website but this can quickly become expensive. Sync or Swim recommends that before outlaying such an expense you consider the following important questions:
Is your current website performing?
It may be the case that you have absolutely no idea about how many visits to your site were made in the last quarter and who made them. This type of information is something that you can easily get your hands on. By registering for “Google Analytics” and “Google Webmaster Tools” you can analyse how your website is currently performing at no cost.
Information about how many people accessed your site, where they accessed it from, whether the access to your site came about from a Google search enquiry and what that search enquiry was, is all obtainable. Such information is very powerful and can assist your business identify the areas it needs to improve on.
By knowing how your site is performing you can then make more informed decisions about what changes need to be made to the site in its current format (if any) and have more control over the outcome and direction should you engage the services of another company to assist you improve your online presence and marketing.
What do you want to get out of your website?
It is important to note that as a whole, consumers are continuing to move away from looking at traditional print media such as phone books and newspapers to locate products and services.
Before spending large amounts on improving your website it is important to think carefully about what you would like it to achieve for your business. Whist it may be the case that your business doesn’t need a sophisticated website, if you are wanting to obtain new non referred customers, a ranking on the first page of Google for a search relating to your product or service is very important.
Where to from here?
Once you have identified how your current website is performing and what it is that you are wanting to get out of it, you are in a much better position to ensure that you get the results you are looking for when engaging an IT expert to assist with your online marketing journey.
There is no hard and fast rule for improving your website's Google ranking however, making some changes to the back end of your website like putting in place accurate back-end titles and, descriptive and accurate key words, which relate to your content may help to improve your site's ranking.
Article by: Paul Bright, Business Development and Compliance Specialist.