What is Search Engine Optimisation?
The basic principle of Search Engine Optimisation is to process of taking various different actions to assure that your site is placed higher in search engine result pages (SERP’s) than your competitors’ websites. Whilst it is possible to get your website to rank in Search Engine’s without professional help, it will require some basic knowledge and the use of different tools in order to achieve some good results.
If you are going to attempt to optimise your website yourself, you are going to need to:
- Analyse your website
- Select the right Keywords
- High quality incoming links
Analyse your website before you begin
You could jump in and just “start optimising” your website, but knowing where to start is not that easy. For this reason you should first do a website audit, or analysis in order to understand how your website is seen by search engines and to identify what needs to be prioritised in order to get the process started. You can have an SEO Agency, like Triboo Marketing analyse your website for you with a Free SEO Analysis of your site. Or you can use really inexpensive SEO software like SEOprofiler that will help you analyse your website for you and give you clear recommendations on how to “fix” up your website so that Search Engines can easily find and index your website.
How do you Select the right keywords?
It’s very important that you take some time to find the best keywords for your website. The time and efforts that you invest in finding the right keywords will pay back in no time. It is also important to not try and optimise only your Home Page of your website for all the keywords, but rather to optimise different pages of your website for different keywords. This way when your website ranks for any specific keywords the user will be taken to the appropriate page on your website that is relevant to the ranked keyword.
The ideal keywords will have a high search volume (number of searches by users each month), a relatively low number of sites already ranking for the keyword (less competition) and be relative to what your typical client will type into a search engine to find your type of business, products or services. You can use a number of different keyword analysis tools like SEO Profiler’s Keyword Tool to find the most profitable keywords for your website.
The importance of building high quality links back to your website
The backlinks that point to your website belong to the most important ranking signals in the algorithms of Google and Bing/Yahoo. It is not possible to get high rankings on these search engines without good links. Google will only list your website in their search results if they find at least one other website that links to your site. It is therefore crucial that you go about identifying quality sites that you want to link back to your website. In the eyes of the search engines, this gives your website relevance, especially if the sites are related to the business you are in, i.e. the content that you have on your website.
This can be a very time consuming and tedious process. We would suggest that you use a tool or software to help you identify the best linking opportunities and to manage the process of establishing the links back to your website. This can be done by looking at competitor’s websites and identifying sites that they are using to link back to them, as well as using some well known and high quality website directories like DMOZ.
DIY Search Engine optimization tool of choice
SEOProfiler is one of the best DIY Search Engine Optimization tools available on the market and will give you everything you need in order to manage your SEO activities at very affordable rates. Getting a number of keywords ranked on Search Engines will be the easiest and most cost effective way for you to grow the traffic to your website and in turn increase the number of enquiries and leads that you get.
Consult with the professionals if you need help
It is important to note that whilst it is certainly possible to do your own SEO, it will require your time and some effort to achieve great results. There may also be certain situations where you may require the input or assistance from a qualified professional in the field of SEO. Situations like recovering from a search engine penalty or negative SEO attack – may call for more serious SEO support than you can handle on your own.
Similarly, you may find that your ability to “DIY” your website’s Search Engine Optimisation may reach their natural limits. Business owners doing SEO on the side may find that they have other demands on their time, some of which may be critical to their operations or even bottom line. If you do not get the desired result doing it yourself, it is highly advisable to involve a professional to do it for you, or you may risk losing out to your competitors who may be outsourcing their SEO, or may have skilled and dedicated resources managing it on their behalf.