Congratulations, your website is live! Many think that once their site is published out into the big wide world of the web, people will magically find them… wrong!
There’s a lot of work that goes into making your website visible to potential clients. Ensuring your website has been optimised for search engines (SEO) is critical for driving organic traffic and improving online visibility.
Here are the main considerations for effective SEO:
1. Keyword Research
Identify Target Keywords: Research what your audience is searching for using tools like Google Keyword Planner, or SEMrush. Or, even type some ideas in to the Google search bar and see what it throws up, this gives you a good indication of what the common searches are.
Long-Tail Keywords: Focus on specific, intent-driven phrases to capture niche audiences, for example: New Home Builds Tauranga, Bowen Therapist Mount Maunganui, Parental Coaching Orewa, Relationship Counselling Hutt Valley.
Search Intent: Align your content with informational, navigational, or transactional queries based on what potential clients are looking for.
2. On-Page SEO
Title Tags: Ensure each page has a unique, keyword-optimised page title under 60 characters.
Meta Descriptions: Craft compelling meta descriptions (page descriptions) that include target keywords and encourage clicks.
Headings: Use structured heading tags (H1, H2, H3) with relevant keywords.
URL Structure: Create short, descriptive, and keyword-rich URLs.
Internal Linking: Link related pages to improve navigation and keep people on your site.
Content Quality: Develop high-quality, original, and engaging content tailored to your audience.
Image Optimisation: Use descriptive file names and alt text for images; compress images to enhance loading speeds.
3. Technical SEO
Site Speed: Ensure fast page load times using tools like Google PageSpeed Insights. Resizing images and video for web use helps increase site speed.
Mobile-Friendliness: Optimise for mobile devices with a responsive design. 90% of people are looking at websites on their phone. Your mobile view needs to look good, and not be too long (who likes continuously scrolling?!).
HTTPS Security: Use SSL certificates to secure your site (HTTPS).
XML Sitemap: Submit an updated sitemap to search engines for indexing.
Canonical Tags: Avoid duplicate content issues with canonical tags.
4. Off-Page SEO
Backlink Building: Acquire high-quality, relevant backlinks from reputable websites.
Social Signals: Promote your content on social media to drive traffic and build brand awareness.
Local Citations: For local businesses, ensure your business details are consistent across directories. An absolute MUST is a Google Business Profile.
5. User Experience (UX)
Navigation: Make your website easy to navigate with a clear structure.
Bounce Rate: Reduce bounce rates by providing valuable, engaging content.
Time on Site: Increase time spent on your site with multimedia, interactive content, and internal links.
6. Content Strategy
Regular Updates: Consistently publish fresh, relevant content to keep your site active. Blogging is ideal for this.
Evergreen Content: Create timeless resources that remain relevant over time.
Multimedia: Use videos, infographics, and images to make content more engaging.
7. Local SEO (if applicable)
Google Business Profile (GBP): Optimise your Google Business Profile with accurate business information, photos, and reviews. Update regularly, just as you would social media.
NAP Consistency: Ensure your Name, Address, and Phone number are consistent across your site and local directories.
Local Keywords: Target location-specific keywords for better visibility in local searches.
Online Reputation: Encourage positive reviews and testimonials.
8. Analytics and Monitoring
Google Analytics: Track visitor behavior, traffic sources, and conversions.
Google Search Console: Monitor indexing, fix errors, and analyse performance for keywords.
Performance Metrics: Pay attention to impressions, clicks, CTR, and ranking changes.
By addressing these considerations, you’ll build a strong SEO foundation to improve rankings, drive traffic, and achieve online success.
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