Thursday, 25 October 2012 13:02

Your Search Engine Rankings & Research

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    Don't take chances when it comes to search engine rankings.  Research, Analysis and your Competition all link your to website on-page optimisation

    Chance does not play a part in achieving Page 1 Google Rankings.  It takes Research, Keyword Analysis & Competitor insights to underpin your website design, conent, calls to action and more.

    Whether revamping an old website or starting anew, all websites must take account of the marketplace to stand a chance of ranking on keywords that are realistically achievable, affordable and provide sufficient visitors to your website that justifies the investment.

    What research I hear you ask?  Think about the following ideas and use them to help you investigate the possibilities available to you.  Don't limit yourself initially, everything is on the cards but it will need to be refined later.  All the ideas should be taken down, researched and data collected to enable you to make an informed decision when you start to see what is important to your business online.

    Here are some ideas which can help you gather information to help you think abuot what you are doing with your website:

    • Research:  Who are my competitors and how do I find them?
      • Get a list of keywords that are related to your business
      • Go to Google and search on each of them
      • Your competitors are shown on the first page of Google for each keyword
    • Research:  What content should I include in my website?
      • Everything about your business, products and services and all about you.
      • Look at your competitors and see what they are doing
      • Do they have functionality (like an online quoting system) that you think is important to your business
      • Can you do something better?
      • Is there a twist on what they offer that you could take advantage of?
    • Research:  How many pages should I include on my website?
      • Another simple answer:  As much as you afford but you can always add to your website later if you are using a Content Management System for little or no cost.
      • Remember, you need to maintain your website so you should keep adding useful content after it is completed
      • There is no real rule to follow on the number of pages but I'd suggest for a small business think about 10 pages as a minimum with a contact page and  blog that has 3 - 5 articles in it as a starter.
      • Don't forget about call to actions which you want people to click on and fill out forms or purchase your products and services.
    • Keywords:  How do I work out how many searches are done on the keywords I've chosen?
      • Open a Google Account
      • Go to www.google.co.uk/adwords
      • Use the Google Adwords tools (Tools & Analysis/Keyword planner) to start your data
      • This is a good start to help you understand three things
        • The populatity of the searches (Approximate)
        • The competition on the keyword(s) (Low, Medium & High) which is a good indicator on the chances you have to rank for it.
        • New keyword ideas shown by Google releative to your keywords.
        • DON'T FORGET:  On the right hand column on the page, you have "MATCH TYPE"S.  Tick ALL of them
          • Broad:   An indication of potential searches relevant to your term and doesn't help identify "real" search volume relvant to your business.
          • Exact:   An indication of the traffic you'll get to your website (For a search on two or more words).  You'll get a percentage of this traffic depending on your ranking.
          • Phrase:  An indication of popularity of the keyword phrase you've typed in.
    • Competition:  What are they good for?
      • Look at what your competition is doing online.
        • The website design and the standards you should aim for or surpass
        • The Offers
        • Calls to action
        • Content ideas
        • Forms and lead generation
      • Remember:  DO NOT duplicate a competitors content.  You need to be original otherwise Google will work it out and your rankings will not come to be.

    I hope the above helps to get you started.  It's never easy working from a blank sheet so use the competition to get some ideas together.  If they are at the top of Google, they must be doing something right.  The challenge becomes converting a website visitor into a lead or sale but that's another blog entry.

    Read 1270 times Last modified on Wednesday, 23 October 2013 15:10
    Jason Williams

    Jason Williams founded Joint Plan after a successful 17 year career in Corporate IT to return to his roots in small business, where change and improvement has a more significant and positive impact for the small business owner and their employees.