Optimising your site for search engines has never been more important. There is an overwhelming array of stats that show how critical the web is to businesses, with three quarters (76 per cent) of Australia’s 15.4 million internet users using the net to purchase goods or services on an ongoing basis being enough for most companies to reaffirm the centrality of the web. The Australian Bureau of Statistics explains that “Travel, accommodation, memberships or tickets of any kind were the most common type of purchase for both males and females. The second most popular online shopping items for females were clothes, cosmetics or jewellery (59 per cent), in comparison to males second most popular purchases of CDs, music, DVDs, videos, books or magazines (50 per cent).”
SEO is the most important method of capturing some of those whopping figures, by ensuring that your business is one of those being bought from online. However, you do not have to be operating in the areas that are predominantly online to get the most out of SEO. While it is critical for, say, an online frock shop to have fantastic SEO it is also essential for a firm that is more “bricks and mortar,” say a block laying firm, to have a good web presence and to be able to be found. The reason is all in the S of SEO, people do not just go online to buy but to search for information. In the past they would have used the Yellow Pages or asked a friend, but these days when they want anything and everything, they go online to find it and if your business is not in the first page of results then you are pretty much invisible.
That is why SEO is so critical for every business. Naturally with something as vital as this, there are always new and changing ways of getting it done. SEO of 2015 is different to that of 2010, so if you have not updated your SEO strategies in a while then there’s a good chance your tactics are out of date. Here are some of the most important things you should be doing in 2015 to get the clicks you need.
Optimise for mobile search
One of the biggest changes online in recent times has been the transition from computer to smartphone. A recent study by a global analytics firm of several hundred thousand adults around the world, showed roughly four fifths had smartphones and they were on them for almost two hours every day. These days most companies are finding that over half their traffic comes from mobiles and tablets. The reality is that if you are not optimised for mobile search then you are missing out big time. Your mobile site needs to have the same presence, content and searchability as your normal site. It has to be just as good or you are going to be missing out on half of your clicks. Equally important, Google now prioritises sites that are mobile friendly meaning that your ranking will get a boost in general just by having a mobile friendly site that is delivering the goods. You can double-check your mobile site by testing through Google Webmaster Tools with the Fetch as Google feature.
Show Google that your URLs are mobile optimised by using the right string of syntax and by ensuring that you are up to date with the Mobile Sitemap protocol and sending this on to Google. Even better, you can develop a web design that essentially conflates your various optimised sites so that when you make a change on one it will change the other. If this will cost too much, then you need to create a separate mobile site and ensure that you change both at the same time.
Use a variety of keywords
In the past it was ok to use a single keyword, but SEO has moved on. Now you need to have a variety of keywords and phrases that will ensure your net is wide enough to catch as many relevant searches as possible. Knowledge is key here, you need to know what these keywords and phrases are so you can ensure you are getting the best outcome.
As implementing each keyword requires a lot of effort, it pays to put as much effort into ensuring you pick the right ones. You need to use something like Rank Tracker’s “Suggest Keyword” function as this can provide a number of possibly useful words and phrases for your site. It aggregates information from 17 keyword suggestion sites meaning that you are able to quickly access the accumulated knowledge online in a single go.
Use Rank Tracker to look at the difficulty scores of the various keywords so you can work out your implementation strategy, starting with the keywords that are low on the difficult scale. It is also important to consider your mobile site when developing new keywords as the mobile audience may be focused on different keywords.
Focus on social media
Social media shouldn’t be ignored. Search for your firm on different browsers in different locations to see if your various social media pages turn up. Your social media presence can help your main page ranking so you need to ensure that these are delivering the goods.
Ideally your website should come up before the social media sites, with your various social media pages just below. You want to saturate the results with all the various components of your online presence so that the user has no choice but to click on you.
If your analytics are not looking as good as you would like then having a good social media presence can help you from an SEO perspective. It is better to focus on several platforms that you devote a lot of time to rather than having lots of under-utilised ones. If you have some that are inactive or doubled up then get rid of them and ensure the ones you have are active and dynamic.