SEO is an integral part of your website’s development. It provides the opportunity for your potential customers – in our case, scientists, engineers and technologists, to easily locate you and in turn, increase website traffic. In my earlier blog, I highlighted the basic steps for those of you looking to learn the ropes – this blog is designed to take you to the next level.
The most effective SEO tool I am currently using is YOAST. This is a plug-in that is designed for use with the WordPress website management system. I have highlighted below the three functions that I have found most useful:
- Editing post titles and meta descriptions – This function allows you to preview exactly how your post will look before you upload it onto your website. When using this function, you should be conscious of using ‘focus keywords’ that are relevant to your post, this enhances the content quality of your website. Another handy point is that this function allows you to put in all the hard work behind the scenes before sharing it with the world.
- Permalink clean up – This feature allows you to be found by the URL’s that you share rather than having unusual variables that are added by others. For example, www.ec-pr.com/blog is a simple URL to be directed to our blog instead of a link with a large amount of irrelevant and questionable numbers or letters.
- Content analysis tool – This by far is the most useful tool provided by the Yoast plug-in! This tool offers you real time analysis of content being added. It outlines whether the information being uploaded is good, bad or ok and then suggests specific ways of improving it.
The Yoast plug-in is proving to be a useful tool – helping me to improve SEO in a simple, cost effective and stress-free way. In this digital world we live in, strong website visibility is critical. Make sure you take advantage of all your available resources! 🙂
This week I was asked to look at SEO (Search Engine Optimisation) and find out what we needed to do to begin to get our new website recognised and ranked in search engines. This is important because as a new business we have no visibility which makes it hard for interested parties to find us.
Never having done SEO before, I’ve been on a steep learning curve which I’d like to share with you. I’ve summarised this into five simple steps.
- Keywords: Decide what keywords or search phrases people are realistically going to use when seeking a business like yours. You can have more than one but we’ve focussed on ‘b2b PR in London’. SEO phrases are like signposts to help people and search engines know what it is you do.
- Metadata: Make sure all the tags, page titles and page descriptions in the back end of your website are filled in properly. For example, our home page tab now reads “Emmett & Churchman: B2B PR London” whereas before it simply read “EC-PR”
- Social media: Create social media accounts to send out links to useful content on your website and to engage with other parties with a common interest. For example, we’ve been providing a handy guide countdown to Seawork 2016 and publishing it to our network on Linkedin.
- Links: Links are like supersonic pathways, down which people travel to reach your website in order to absorb your content. For social media, links can be shortened by using this site: Tiny URL
- Content: The quality of content is critical. If people travel to your site and are disappointed because the content is out of date or uninteresting they won’t come again! We decided to publish new content featuring hints and tips on our website every week
Search engine rankings can be highly competitive and some companies pay experts to help them using a variety of techniques and this can be money very well spent however why spend money getting these basics right if you don’t have to.
There are lots of resources often presented in a way which can be rather impenetrable and frightening. The resources I found most useful were:
Moz – This link is especially handy for learning the basics of SEO from the beginning. It has structured chapters that allow you to select exactly what you require assistance for. (There is even a downloadable pdf version).
Search Engine Watch – This link has some great advice on what search engines are looking for, how to format your content so that it is picked up and the best techniques for creating tags for your content.
Kissmetrics – This website provides you with an infographic with some effective guidelines on using and managing SEO. The bright graphics and minimal text make it easy to read – particularly effective if you are short of time.