Search Engine Optimisation (SEO) is the craft of tailoring your website content to rank in Google’s favour.
Every time someone enters a search query into Google, it crawls through millions of websites within seconds, producing search results that best suit the user’s query.
The art of SEO is to try to make your website rank as high as possible on the first page of search results when your target audience search Google (and other search engines).
There are heaps of resources available online to help you research these techniques, below are some to get you started on your SEO journey.
A mobile responsive website
There are techniques that you can apply to your website that Google loves, and things that Google does not love. A website that isn’t mobile-friendly is one of them. If your website cannot be viewed in a responsive layout on a phone, this works against you in search results.
It’s well worth the investment to get the assistance of a web developer to make your website mobile responsive.
Behind every webpage there is a meta description and page title.
These are the details Google displays in search results to your customer. In order to attract the customer to your website above all others, it is good SEO practice to make sure that you always fill out your page title and meta description with useful information.
It needs to tell the customer what information they can expect to find on your webpage. We previously worked on a website where meta descriptions had been left blank on the webpages, a big mistake for Google, but once we fixed this web traffic steadily began to increase.
Heading structure on a webpage plays a big role in how Google crawls it for information. Your most important tile on the webpage should always be styled as Heading 1, then the next important information as Heading 2, followed by Heading 3.
Not only does this break up the content from a layout perspective (more below), but it helps Google to decide how to prioritise your webpage in search results for a user based on the importance you place on the keywords included in your headings and content.erience.
Psychology of the eye comes into play here: How easy is it for users to digest the content on your webpage?
- Break up paragraphs with bullet points for important information?
- Do you break up big blocks of text using images or video?
- Do you break up the content into bite-size paragraphs?
- Do you use headings to structure content?
See what we did there? Using the above techniques might be more for the benefit of the user rather than Google, we admit, but it still creates a good user experience.
Another important factor for SEO is keywords, this is how your content is made discoverable to Google.
It’s good practice to include a few keywords in your headings on a webpage, but be careful to try not to cram them all in (plot twist: Google actually penalises that kind of behaviour).
The trick to keywords is to make them naturally flow into the conversation or content you are presenting to your audience in a genuine and authentic manner.
There are tools that can help you find the best keywords for your product, such as the Google Adwords Keyword Planner, but we recommend the simple step of putting yourself in your customer’s shoes. What do you think your ideal customer is searching for on Google when they type in a query, and how do you make sure you have those keywords included on your webpages?
Last tip (although we will keep adding them to this post), when you upload images to your webpages, always make sure:
- They are a reasonable file size for websites (up to 1 MB more or less is reasonable).
- They have descriptive file names (example-image.jpg rather than 0285856%_!.jpg).
- That you fill in the alternative text options for images when you add them to a webpage.
Yes, Google crawls images too, so always best to rename the image file and add a good description to them. If your website images have a large file size, this impacts your page load time.
Not only does this create a bad user experience where customers might navigate away (because the page takes too long to load), it’s also another factor Google can penalise you for when crawling websites for a search result.
So there you have it, a few fundamental tips to help your website content perform favourably in Google’s eyes.
There is a finesse to it and good practice comes with time and experience. If you find yourself unable to dedicate either to search engine optimisation, get in touch with our team.
We can help optimise your website content for search.