Search Engine Optimization

Best Practices in Planning and Managing SEO

“The most effective digital marketing technique, but also challenging to get right”

“Build it and they will come” principle doesn't apply. It’s crucial to optimise your site to boost and maintain search engine rankings in order to get a good ROI on online marketing spend.

“SEO is like an iceberg, mainly hidden but with massive impact.”

— Trond Lyngbo, Senior SEO Strategist and Author

Constant monitoring and adjustment of SEO strategies is required. Keywords, page titles and meta descriptions are very important. when it comes to generating inbound traffic

The primary focus is on:     

Optimising the page

-     this is done by using the HTML (standard mark up language used to create web pages) correctly.

-     i.e including a title tag <example>

-     alternating tags with images and links

-     correct formatting of headings and subheadings

-     Search engine places huge importance on the key phrases contained within

HTML

-    Meta-tag title is what is shown in browsers

-    made up of 160 characters

-    every page has it’s own title  which identifies it uniquely

-    Search engine places importance on key phrases contained within

-    CSS are Cascading Style Sheets that upload style sheets instead of each individual page

-    using it correctly

•   HTML tag (H1/H2/H3 etc.)

-    <h1> is heading which contains important keywords

-    <h2> for subheadings containing less prominent keywords

Links

-    Having no outbound links on your page is a huge mistake

crucial not to isolate yourself

-    using them correctly is also important

•   utilising descriptive link text

•   “click here for ____” doesn't work

•   indicate if it will open in a new window or if its a PDF, big image/file

•   don’t use the same title on all pages

•   also have unique descriptions on pages

Other things to look at:

1.     Update your mobile strategy

-    search behaviour and search results differ between devices

-    much more limited space on mobile

2.     Focus on fresh, relevant content

-    crucial to your search engine ranking

•   eg Twitter posts, new product launches, updated blogs

3.     Utilise paid and organic search

-    synergy of the two is crucial

4.     Have a solid social media plan

-    close analysis of trends/likes aids in developing optimised content and keywords

5.     Constantly test what works i.e AB testing

-    zero in on metrics and see what works and what doesn't

Important SEO Resources

                        - Google Webmaster guidelines

                        - SEO trends

                        - Seven sensational tips for eCommerce sites

                        - MattCutts.com

                        - searchenginewatch.com