Most of us fall into one of two categories with regards to our website. We either rely on our website for a large percentage of our business, or we would like more business through our website to add to what we get from other marketing channels. Either way, there are some very important things to consider to give your website a better presence online and help it convert better once visitors arrive on your site.
We hear regularly from clients that they are not getting the business they would like from their website but when they type their popular search terms into Google, hey presto, they are there at the top of the page! Now there are a few things here that matter…, number 1, if you are checking your rankings manually in Google, your search results can be skewed by Google showing you the most recent websites you have visited, i.e., often yours as you click on it to ensure it is showing ok. Number two, the search phrases that you think are the most popular are often not showing any search volume when we run them through the Google AdWords’ planner tool. What we recommend, is to open an incognito browser in Google when you are checking your websites’ performance in the search results. Also, run your search terms through Google’s AdWords’ planner tool to ensure they show good monthly search volume. This way, you have a better idea of how your website is really performing. If you need help with this or automating the monitoring of your Google rankings, get in touch with our friendly SEO team.
On Page Optimisation
It is important that you optimise you’re on page SEO for your targeted keywords. Your page titles, H1,H2,H3,etc., should contain your targeted keywords and then your Meta Title and Description should be optimised, with click through from the search results in mind. Another tip is to add all the image alt tags to your images, use some keywords here where relevant but don’t go too far as it needs to be natural and relate to the pages of your website. The content of your web pages should also reflect your keywords although ensure that you do not ‘keyword stuff’ and that your copy is well written with the reader in mind.
Off Page Optimisation
The next thing you are looking to do is to increase your website’s presence and authority. Get some really good citations from local and national directories and ensure that your details are consistent throughout, Name, Address and Phone Number being the most important. If they allow, add some unique content to any keyword or description sections and add photos, your business logo, website address and other items, if prompted. Now, you will want to look at some relevant news or information websites in your industry and look to gain some exposure or guest blogs on their website, with a link or two back to your website. This needs to be done gradually and it is important to ensure the websites that you get links from will add value to your backlink profile. There are tools such as the SEO toolbar from Moz that allows you to analyse the domain metrics of websites to ensure your SEO will derive benefit.
One of the most important factors for website conversions is mobile optimisation. With more than 50% of searches in Google now being performed on a mobile device, it is crucial that your website is built to be user friendly across all devices, including mobile. One of the best ways to do this is to build a Responsive Website that essentially folds down to provide the best version of the website for that device. The easier it is for users to find the information they are looking for and to make an enquiry, the better your conversion rate will be.