Take a look under the search engine hood
The ranking position of pages searched by an Internet user is decided by what happens off the page, in the form of links from other sites. The complexity of SEO is getting those links to form organically. The emergence of social media marketing has helped to define a new era of SEO by creating an appealing and natural way for these links to evolve. However, if your content fails to attract these natural links your social media can’t do its job.
So what can be done to enhance your social media and effective SEO? Content, content, content. The more valuable the better. Your content needs to tune into the needs and wants of your target audience. Before you begin writing for SEO understanding your audience is key. Simply asking “What creates value for my customers?” can help to focus your online marketing efforts.
Understanding search engines
Most of us use search engines everyday yet many don’t understand the basics of how they work. Taking a look under the search engine hood and discovering what makes the engines tick is the best way to focus your SEO and achieve the rankings successful businesses need.
Search engines use three techniques to rank your web pages.
Search engine “spiders” are perhaps the most widely recognised search engine tool, they effectively “crawl” around the web sifting through content. These computer codes find information on a web page, “reading” it as they go and following the links from your pages to others.
If your site isn’t “crawable” then your ranking capacity is already disadvantaged. As search engine spiders crawl the links of your site, they make copies of the pages – and using additional analysis – give your site a score for the page, and the association of the page to certain words.
The search engine spiders regularly return to re-evaluate your content but if it can’t see your content, or doesn’t understand it, it will fail to index you correctly. So with this in mind easily accessible and fast-loading code is vitally important.
The job of the crawling spiders is to not only browse but to also store the content in a database.
This indexing system allows searches to become faster and more efficient, constantly checking how relevant content is to the search terms being used.
The most important element of search is the way in which the relevant results are delivered to users. These occur through complex and closely guarded algorithms. That said they follow a set of rules that allow your content to battle with other content to satisfy a user’s keyword search, delivering what the search engine feels is most relevant.
Effective SEO copywriting
So what can you do to make sure that you’re making the most of your web pages? Well, complicated as it sounds, search engines are relatively simple in their needs. All they require is for the information to be delivered to them in a way that they can understand. The complications arise when you’re trying to deliver keyword friendly and searchable copy with genuine reader appeal. This is where the SEO Copywriter can add significant value to your site. Ensuring that the balance is right is vital to success, of course you have to have research your keywords and phrases, that’s SEO 101, but you also need to remember that the search engines aren’t your customers. Ultimately copy needs to sell and persuade, not just tick the search engine boxes. Do both and the results can be staggering.
Here are our top tips for ensuring your content is optimised:
1. Use research tools
There are many SEO tools and a lot of SEO software available online to help you find the best keywords; Google’s Keyword Tool is a great place to start. You can also give your SEO a boost through Sponsored Ads, paying for design and usability to give you a great start.
2. Be specific
Keywords are key but keyword phrases are just as important, base your keyword terms on geography and specialty, as well as synonyms.
3. Research the popularity of search terms
Pay attention to popularity of search terms associated with your businesses or sector. You can also enhance the success of your search terms by behavioural-targeting and using long tail keywords (a keyword phrase used when the website wants to refine searches to the web page, or when the user is searching for a specific term)
4. Make sure you’re relevant
Your search terms should be highly relevant to your service, product or end goal. Keyword relevance measures how well your keywords match what a potential customer is searching for. By analysing your keywords through online tools you can replace poor-performing keywords with more relevant ones, keeping your web pages featuring highly.
5. Build up content resources
Keyword phrases and search terms are what are valuable to your potential users; use them as a foundation for your content. It’s essential that your content is up-to-date and fresh. Regularly reviewing your content helps search engines pick-up on the date of when a page was last updated, and can give you an opportunity to review and tweak your keywords and phrases.
6. Link, link, link
Search engines are able to analyse the popularity of a site through the number of links back to it. Using this analysis, the ‘spiders’ can discover how pages are related to each other, and in what ways, and because trustworthy sites tend to link to other trusted sites this method provides a vital cycle of sharing that can provide a great way for search engines to identify useful sites.
SEO doesn’t, or shouldn’t, stifle your content. The most effective SEO is when creativity and these tips build a foundation together, creating an easily searchable and valuable site. Getting these simple steps right is a great basis for reaching your target audience more effectively now and in the future.
This entry was posted on Friday, January 13th, 2012 at 3:40 pm and is filed under SEO, Social media, b2b. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.