Search Engine Optimisation is not the ‘Black Art’ that many people make it out to be, it is simply helping search engines find you.
It can take just a small amount of understanding and a few small changes to make a huge difference to your search engine rankings, and potentially your sales.
Search engines read the content on your pages (all the words). They assign more value to certain things such as headers, titles, URLs etc as well as the repetition of keywords in the text (key word density).
Google sees each page individually (not the site as a whole).
You need to work out the key words/ phrase for each page and repeat it as many times a naturally possible in the copy, the titles, the URLs etc
Here are 5 simple things that you need to do (or get your programmer to do) to make your site more search-friendly. They will not get you straight to the top of google, but they will get you on your way there.
1) Include your keywords/ phrases/ brand names in the page URLs
i.e. a URL for the active ingredients of Pooch & Mutt’s Mobile Bones should be (and is):
NOT something like
As well as helping search engines know that this is a page about Mobile Bones, Active Ingredients and Pooch & Mutt it will also help you identify in google analytics which pages people are looking at on your site
2) Make sure you have keywords and meta descriptions.
These are things that google looks for.
You can check these by going to ‘view’ – ‘view source’ on any web page.
The Meta description is what google reads and also the bit that is displayed.
Type ‘pooch and mutt’ into google you will see the page description
Natural Dog Supplements including Bionic Biotic for digestion, immunity skin & Coat and Mobile Bones for mobility, agility & joint health.
That is the meta tag. It should be something that makes you want to click on it and visit the site.
The Keywords should be relevant to the individual page (not the whole site) so you will see that Pooch & Mutt’s Bionic Biotic has the Keywords ‘dog diarrhea, dog diarrhoea, dog coat, dog skin,’ whereas their Mobile Bones has the keywords ‘glucosamine, glucosamine for dogs, dog, dogs, dog bones, dog agility, dog hip, dog arthritis,’. The Keywords match the benefits of the individual products.
3) Set page titles. To contain keywords and phrases
If you look at any of the testimonials pages on Pooch & Mutt you will see useful search information in the Page title.
i.e. on http://www.poochandmutt.com/bionicbiotic/bionic-biotic-testimonials/daisy/ The Page title is “Yorkshire Terrier | Dog with Stomach Ulcers | Natural Dog Supplements | Pooch and Mutt”
Unless you are a big brand you should put your brand last – in the case above, far more people will search for ‘Yorkshire Terrier’ or ‘Dog with Stomach Ulcers’ than they will ‘Pooch and Mutt’. However if your brand is well know, like Nike, Apple etc then your brand can go first, as that is what someone will search for.
4) Repeat keywords in your copy
When you are writing copy for anything it is always best for a reader if you paraphrase rather than constantly repeat the same phrase, however for google it is better if you repeat the same phrase – this makes the page ‘keyword dense’.
However, if you take this too far the page will make no sense to either google or your audience.
5) Link building
When people link to your site this is like getting an approval in google’s eye that you know what you are talking about. The easiest way to get links is to set up a links page on your site, then contact other people in your industry and say I will link to you if you link to me, then add their link in your links page. The links need to be from relevant pages, a more long term approach is to become a ‘thought leader’ in your field, so that people link to you… more about that another time.