KEYWORD RESEARCH
The great difficulty here is in identifying who your potential customers are, what they are searching for, and how they are phrasing those searches – in other words, to identify the search “keywords” used. Google itself provides many tools to help with this, but it’s very easy to misinterpret the data they provide. A particular search phrase may be popular and seem to be relevant to the products and services your business provides, but due to the imprecision and impulses of our language, the people using it may be looking for something very different. Optimize your site’s web pages for this search and you may indeed get more visitors, but they probably won’t be potential customers. What’s more, be aware that just as fashions come and go, search trends also change over time.

LATERAL THINKING – FINDING MORE PROFITABLE KEYWORDS

The key lies in finding more specific terms. In cases where there are lots of businesses competing for the same search traffic, we need to figure out the less obvious terms that your prospective customers are searching for. There may be fewer people searching for these terms, but if there’s less competition for them it could yield better results. Establishing a good list of search terms/phrases is as much an art as a science but several tools and techniques can help us build a list of profitable keywords with the potential to drive traffic to your website.

OPTIMISING YOUR WEBSITE FOR YOUR KEYWORDS

Having established what words and phrases your customers are searching for we need to structure your website in a way that lets Google and other search engines know that your website is an important source of information concerning these terms. At the same time, it’s vital to ensure that human visitors to your website are satisfied with the information they find there.

OTHER RELEVANT FACTORS TO SUCCESS

Keyword analysis and on-page optimization is only part of SEO however; many other factors are thought to influence a site’s position in search engine results, such as links from other relevant sites (backlinks), the time it takes for your pages to load, the number of time visitors stays on your site’s pages, references to your site in social media and so on. It’s reasonable to expect that Google and the other search engines will increasingly take into consideration anything that acts as an indicator of your site’s quality and relevance to the people carrying out the searches. That’s why Google’s officials are always stressing the importance of quality, relevant content.

TRACK, REVIEW AND TWEAK – THINGS CHANGE FREQUENTLY!

It’s important to use tools to track visitors to your website. This lets you see what search terms yield the best results, visitor interactions with your website, pages of interest, visits that result in sales, and so on. It’s also important that you understand this data well enough to act on it and make improvements to your website’s performance.

THINGS TO AVOID

Google wants to build an excellent reputation for suggesting highly suitable websites in response to people’s searches. It doesn’t like to be ‘tricked’ by SEO specialists and web designers. The search algorithm is constantly evolved in an attempt to improve the user experience and as a result, ‘tricks’ that get you to the top of SERP’s today could have you penalized and dropped from listings overnight. Modern-day Search Engine Optimisation is about creating a great viewing experience for your visitors. As a rule, if you keep your visitors happy then Google will be happy. There are however best practices that should be adhered to to ensure the optimum exposure for your website.

BE PATIENT; BE REALISTIC; BE CREATIVE!

Just as it takes time to build a business, it also frequently takes time to build the popularity of a website. SEO is without a doubt an essential investment in the success of your site, but it can’t work miracles. If your business is facing a lot of competition, it’s a given that your website will also; the more established sites above you in the rankings won’t give up their lead quickly or easily. In cases such as this, you need to get creative and apply lateral thinking. Throwing more and more of your budget at SEO will achieve little in the short term; don’t believe promises from self-professed SEO experts who claim otherwise.

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