By Alyse Speyer
Most consumers search online first. They educate themselves before purchasing or requesting a consultation. A website is half of the battle when it comes to winning customers and closing deals. You’ve got to get found. If you are just starting to build a website, considering SEO and keywords for your business can really help your site attract more visitors through organic search.
Search engine optimization, or SEO, is quite a beast to tackle. It’s an ever-evolving process. The principle behind SEO is controlling how your website appears to both search engines and people.
Search engines, such as Google and Bing, will categorize and rank your website for certain keywords. People also do this in their own way. The trouble is writing your website to cater to people first and then search engines.
There’s a very good reason for that. For example, what would you do if you came across an interior design website and read this:
Here at Frank Design, we have quality interior designers so that your office design is quality interior design. We are the best interior designers in San Francisco, and you can count on our interior design to be a high quality design.
You can see right away that it’s a delicate balance to achieve.
Content is pretty important for SEO. If you know your website keywords, great, use them; but don’t bore people with them. You can bore people on your blog, if you want. But, you may have better results if you try to wow them with content that resonates.
Think about who you want to see and read your website. How do you want them to feel? What do you want them to do? Ask friends and strangers to read your website. Then ask them what it is that they think the website is about. You may just be surprised at what you find.
You’ll want to add in keywords and content that makes sense to your business and to search engines. Using local and long-tail keywords are really great for small businesses. For example, if your business is located in the UK, you may want to include your location with your keyword (e.g. Cambridge interior design).
A great way to start looking for keywords to add in, and even some to remove, is to look at WordTracker or Google Trends.
Another way to add more SEO juice is through other forms of content, such as images, audio and video. By appropriately tagging your media with alternative text and descriptions, you’ll allow search engines to crawl your site more accurately. Search engines cannot read images and, therefore, rely on metadata and tags to categorize your content.
The same goes for all your site’s pages, titles and descriptions. Each of these should be unique to the content that the page delivers.
The next step is to be a part of a community. Share your content and include links to sites and articles you appreciate and that confirm or validate your position. The best way to do this is on a blog where you can have a continual flow of new content for search engines to crawl as well as for visitors to read.
Being a part of a community, online or off, can help improve your site’s visibility as backlinks are a critical part of SEO. Having a qualifier or third party validation helps both search engines and people to identify your website as a credible business.
Once you have established the keywords and types of content to produce, you’ll be well on your way to creating a sustainable SEO strategy for your business website.
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