Search engine optimsation

Search engine optimisation (SEO) done well can drive large numbers of people to your website. Good SEO means your website will be listed further towards the top of the page on search engines. This is just the first step, because none of that matters if you’re not converting users into customers. In this module, you’ll learn how to choose and craft the very best keywords to help increase your search ranking and get your business noticed.

Search is the number one driver of traffic to a website, beating social media by more than 300%. Search engine optimisation has the biggest impact on boosting lead generation.

Part 1: Advantages of online search engines

Promoting your business through online search engines has many benefits.

  1. You can compete with much bigger businesses, local and international, on a level playing field.
  2. Business leads generated though search engines can be cheaper and more targeted than leads generated more traditionally, such as trade shows, event advertising and letter drop-box.
  3. You can gather better information about potential customers and their likely needs through analytics linked to your website. You can then use this to help define your strategy and target the right people.

Part 2: Keywords

The first step to ranking higher in Google search results, and getting your business noticed, is to understand your selling point. Once you’ve done that, select keywords or phrases that are distinct and meaningful to your business. Write them down, and include them within the text on your website.

Ask yourself, “What are the words and phrases that people will use when searching for my business’ professional services?” This is where engaging an SEO expert can help.

Most online advertisers have between five and 20 keywords for each tab on their website. Here are some more tips:

Be as specific as you can

Some keywords are used by lots of businesses, which means there’s more competition and it will take longer to increase your Google ranking. For example, a popular keyword for a law firm might be ‘legal services’. If a user types in ‘legal services’ on Google, a tonne of businesses will crop up and you may be listed on Page 371 of a Google search. Customer may not make it to Page 371.

This is why it’s critical to find something specific and unique to your business that you can promote. Whether it’s a technical capability, a special product, or something simple like your physical location, develop keywords and phrases accordingly.

Refresh content regularly

Make sure content is relevant and up to date. Google loves it when websites refresh their keywords and phrases. And remember to support this through your social media. It will help get you noticed and jump your business up a few listings.

Evaluate your keywords

Online analytics gather information about who visits your website, where they live, what content they’re interested in, what keywords they searched to get to your site, and much more. Check this regularly for valuable insight, and you can change your keywords accordingly.

Further resources

If you want to increase your search engine ranking, and drive more traffic to your website, these resources may help. All information was current at the time of writing. When you go to any of the links below, you will be leaving the DBK site.

Adwords.google.com.au/KeywordPlanner – Google’s keyword tool

Flyingsolo.com.au/technology/seo-techniques – Information about SEO and search ranking.

Freshbooks.com – An introduction to SEO for small businesses.

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