Wondering how to get to the top of Google? There are almost 5 billion searches per day on Google. If you are not online, or easy to find, your business is missing out on huge potential. Many businesses rely on their website and social media profiles for their advertising and marketing- for some their online presence is their only form of advertising. So how do you improve the effectiveness of your website and make sure that customers can easily find you?
Search engine optimization (SEO) involves creating a website in a way that will help draw traffic to your site from search engines. Search engines are the primary means of finding information on the internet- by using SEO techniques you can increase the ranking of your site and thus increase the number of people visiting your site. There are a number of SEO techniques and best practices that can improve your rankings on search engines, and help to make your website as effective as possible.
The government of Ontario has published an E-Business Toolkit, including an on-line booklet Increasing traffic to your website through search engine optimization techniques. This booklet is targeted towards small businesses that are looking to learn how to attract more customers to their website. It includes best practices for search engine optimization, pitfalls, and different considerations for implementing an SEO strategy.
Best Practices:
Key word search: Determine what words and phrases your customers are looking for. Google’s Keyword Planner can help find the right keywords. Add your keywords in the title, content, images, meta description, title tags, URL, and internal links. Include a meta description tag on each page, and an alternative tag (alt tag) for each page.
Quality Content: Content is very important- algorithms look at length, frequency and value. The longer your content is and the more often you post, the higher ranking you will achieve.
SEO Local: Design your website to attract local visitors. Add location addresses and include local links to your pages. Use Google Places and choose the appropriate categories.
Social SEO: Use Twitter shares, Facebook likes, and social bookmarking to increase search rankings.
Link Building: Let link building happen naturally through customers sharing and retweeting your content and articles. Getting listed on other quality sites can draw traffic to your site and increase search engine ranking.
Pitfalls:
Marketing: Make sure you adjust page content when adjusting page titles. Avoid aggressive SEO techniques (loading too many keywords in the website’s content), which could exclude your site from a search engine.
Technical: Remove any broken links. Do not use videos or images without alternative tags. Do not load your page with too many links, as Google may view this unfavourably.
Considerations:
Before deciding to do this yourself instead of hiring an SEO expert, determine if you have the web development skills necessary for SEO. SEO requires specific technical and marketing expertise; without this expertise, or if your time could be better spent elsewhere, seeking professional help is an alternative.
For more information and detail on search engine optimization, and how to increase traffic to your website, visit the e-Business Toolkit.