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SEO Shortcomings –

SEO Shortcomings –

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Are you ignoring the most important SEO factors?

By now, it should be clear that your Google ranking holds the key to a lot of your businesses online success – if people can’t find you then they won’t be buying from you, or using your services. Your website, in today’s digital age, should be your imperative – as a good website leads to more business but a bad one may be putting off potential clients.

What is SEO?

SEO, an acronym for Search Engine Optimisation, is a widely used term which describes everything that you will need to master to improve your websites ranking position on internet search engines – mostly with a focus on Google. When your website is executed properly, with SEO factors in mind, the search engines will come to understand what your site is actually about and this is important because it helps determine where your website will rank in their search results. The higher, the better.

The first thing to understand is that Google uses about 200 separate factors to rank a website. That’s 200 separate things that you ought to know about, and tailor your site towards. However, there are some areas which are good places to start, and they are listed below:

Use your keywords in your website’s copy

Determining the words that are relevant to your business is essential – these words will be your keywords and they are essential when it comes to your SEO. Once you identify your keywords, ensuring that they appear regularly on your website’s copy is a good way to make sure that the search engines know in which areas your website is relevant. However, this doesn’t simply mean cramming in as many of your keywords on as many pages as possible – Google will see past this technique and will penalise you for it.

One key tip is that search engines usually afford more weight to the first 200 words within a page of copy, and therefore keyword distribution, as well as frequency, is essential. You should make sure that relevant keywords are used near the top of the page, and then proportionally throughout the rest of the page to achieve maximum SEO.

Link to relevant, authoritative pages

If you link to relevant pages within your own content, your website will be sending ‘trust’ signals to the search engines. If you are struggling with the concept of linking to other websites – it’s likely you’re thinking of the wrong websites. You don’t send your traffic to competitors, but you ought to send them to websites that can teach them more – either about an issue that your product solves, a report explaining more context to your industry, or anything informative but not in direct competition with you. As with anything SEO related, though, having too many outbound links can also signal that your website doesn’t have enough useful content on it itself, and this may affect your ranking negatively. Outbound links can affect your rankings positively, but they must be used in moderation.

Don’t forget images!

Don’t ignore the benefit of the images on your page, and use them for your SEO too. Many people don’t realise, but a good image, tagged and used in the right way, can do more than just visually please your website viewers. It isn’t only text that can be optimised online, but all other media too. Your images can send relevancy signals through their alt text, caption and descriptions – so don’t neglect these.

Social Heroes for your SEO

The future is of SEO is uncertain, but in the online world, the only thing that is constant is change. For this reason alone, SEO rankings will continue to be a priority for those who wish to remain competitive on the web.

The way that we see it, the benefits of SEO are simple: websites need to compete for attention in the huge online sphere, and imperative to this is your placement in search engines. Businesses who focus on improving their website’s ranking will receive both the benefits of increased traffic and visibility.

For more information on how to maximise your website’s potential through our expert SEO services, and to receive other advice from our Digital Marketing experts, please contact us today.


Follow Shauna Madden:

Shauna is the Head of Content for Social Heroes. She has spent several years spearheading PR campaigns for giant companies in the North of the UK with incredible results.