The following are the basic steps that a SME can take on the journey to mastering SEO:(1) Do your keyword research First things first, you need to know what keyword you are targeting. For example, for a budding web design business, this may be “web design”, a competitive but profitable keyword to rank highly for. If, however, the agency operates only in London, the business would be better off targeting simply “web design in London” or better still “web design agency London” as approximately five times as many people search for the latter. This is why it is important to choose targeted keywords carefully and using packages such as Google Adwords’ Keyword Tool can help identify what search terms people use the most. This sort of research should be undertaken a few times a year. (2) Be ready for mobile users Another important element of SEO concerns search engines’ focus on mobile-friendly sites, which should be considered during the design stage of any new website. With most web traffic now generated by smartphones and tablets rather than desktops and laptops, search engines are prioritising websites with dedicated mobile versions or responsive web design. Minimising download times is equally crucial and this can be improved by eliminating unnecessary code or formatting, reducing redirects and preventing media content from autoplaying. (3) Understanding on page optimisation On page optimisation involves making sure that the web page ticks all the boxes for things that will flag up to a search engine that it is relevant for the keyword. This includes, but is not limited to: making sure the page is accessible to search engines (no Flash sites, not hidden behind a form etc), including the keyword in the page URL, including the keyword at the beginning of your page title, frequent use of the keyword in the main text of the page (between 4-10 uses), although avoid undue repetition of the keyword.
Read more on developing a web presence:
- Why an online presence is critical for a small business – explained by small businesses
- The social media resolutions your firm should be setting
- Local business? Here are five tricks to get your local SEO right
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