Search Engine Optimisation
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SEO – Search Engine Optimisation
Simply put SEO over time will higher your website’s position in the natural listings, which are the unpaid part of Google and other search engines.
Search Engine Optimisation (SEO) is the practice of creating or modifying a website so that it can be properly read and indexed by search engines. 'True' Search Engines, such as Google or Yahoo! send computer programs known as "spiders" or "robots" to scan your website.
An optimiser's task is to understand how to present these spiders with the information they are looking for in order for the search engines to determine the value of your web site.
Only intelligent keyword choices, well written source code and relevant content presented clearly to both the user and search engine alike will achieve good, long term results.
Each year there are major changes instigated by search engines to ensure both commercial prosperity for them and quality of results for the user.
This refers to the technical side of SEO.
However the most important process of Search Engine Optimisation is content.
Content is sometimes mistaken for writing as much as possible but this is not the case!
SEO friendly content is based upon a user having the best experience possible on your website.
This means that the content included on the website is both useful and interesting, and where possible different to other websites within your field.
Link Building
Link Building is a vital aspect of Search Engine Optimisation.
Google and many other important search engines use link popularity as a very important factor in determining the placement of your website amongst their search results.
Building links for a website when done correctly builds link popularity which maximizes visibility within these search engines.
How is link popularity measured?
It is based on the quantity and quality of links on external websites that link to your site.
How can CWA assist you with SEO?
In addition to the technical side of SEO, which is integral to a good website, CWA will work over time to create unique content features which will mean that people will find your website so useful that they will bookmark it – add it to their favourites.
Talented and successful SEO requires thinking outside the box, and CWA has been extremely successful with this approach over an extensive range of industries.
Read CWA’s A-Z Tips for an effective website
Here are the A – Z tips of an effective website:
- Ask yourself : What your Unique Selling Point is – this is something that sets you apart from the competition. This should be done ideally before designing the website. Ensure that this is strong on the website.
- Be knowledgeable: Trust is implied with knowledge; so whatever your subject is make sure the information on the website reflects a very good level of knowledge.
- Checkout or Forms: If you expect people to buy a product or give information, make the process very easy. Checkouts must be easy, and forms should not ask for unnecessary information.
- Deals: Always try to include some deals or offers. The website should where possible make the potential customer feel that they will not get a better deal elsewhere.
- Easy to read: The website must be easy to read – this means text that is not too small, and also the website should not be crowded. So the text and pictures should be laid out in a way that leaves enough space for people to see everything easily.
- Fast: The website needs to be fast, as people become bored and impatient with slow websites.
- Great quality pictures: The pictures must be of an excellent quality – bad quality pictures make a website cheap, and will not generate trust.
- Hear your customer: Feedback and questions should be encouraged. If a customer has a question or wants to give feedback about your website, make this easy for them. This will show that you care. You then need to respond quickly to questions and feedback.
- Imagine what your customer’s questions would be if they were in a shop with you. The website must anticipate the questions a potential customer may have, and include the answers to these questions.
- Joining something special is a great marketing tool for a website. This can include forums, discussions, a monthly competition etc.
- Keep your customers coming back: It is often more difficult to get a customer the first time than to keep the customer. E-mail marketing with offers can be very effective, and there are many touches that will help you keep customers.
- Look only for necessary details: At the checkout or information form, make sure you only ask for what you need. Also when asking for information be sure that the customer knows that this information will not be shared or sold.
- Make it secure: When selling goods it is important to arrange a good choice of secure payment systems.
- Navigation: The website must be easy to navigate. This means that everything is clearly indicated and to move from one section back to another is a smooth process. People should never feel lost on your website.
- Overcome any fears: The website must overcome any fears of buying on it, so it is important to think about a returns policy and anyway to overcome these fears so that the website will have the optimum level of sales.
- Present products or services: clearly, with all the facts, benefits and returns, guarantees etc...
- Questions about competition: While deciding the information, prices and services portrayed on your website, you need to ask questions about your competitors. Ideally select friends who have not see your plans, and ask them to try out these websites, buy products, services. This way you can do realistic research about your competitors.
- Reward your customers: Find ways to reward your customers, this website is a good example of a points reward scheme - www.lovelula.com
- Strong on service: Many people need to feel the human touch behind a website, and this can be communicated in a strong service ethic. It can also be included in the way the website is written where there is a good understanding of the customers’ needs.
- Testimonials: As soon as possible you need to include testimonials on your website, so that customers can see what other customers have said.
- Up to date: Keep the website up to date – it is hard to trust a website where there are out of date offers or information.
- Verify: Any incoming orders, information requests and questions very quickly. Otherwise people may go elsewhere. State a time frame on the website, and stick to this, or ideally be quicker.
- Write a blog: This is a great way to get people involved and interested.
- Excellent: Products, Prices & Service will keep your customers coming back.
- Your website is your business: Nurture it like a child, keep feeding it new information, updates of interest in your subject, and products/services which are always up to date and reflect your unique selling point.
- Zero complaints: Your aim should be to have zero complaints. So if there is ever any issue make sure that you exceed your customers’ expectations and turn this potential complaint into a positive experience.
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