To stand out in a cramped digital market place, getting your SEO right is vital.
Our in-house SEO expert shares his insider secrets to help you rank highly with minimum effort.
The first thing to do is create a keywords list. Keywords are terms and phrases used within content which tell the search algorithm how relevant the content is to a user’s search.
To choose your keywords, think about your services, where you provide them, and who you provide them for.
It’s important to be specific. You’ll struggle to compete with broad terms such as ‘mortgages’ or ‘accounting’. So rather than choosing ‘pensions’, opt for ‘SIPPs’ or ‘annuity purchase’.
The same goes for your location. Don’t decided on ‘Greater Manchester’, go for ‘Oldham’, or be even more specific with ‘Saddleworth’.
Then think about your ideal clients. For example, if you’re an accountant specialised in R&D claims, then you’ll want to aim for tech start-ups. Any information you can ascribe to your chosen clients should be added to your list.
Now you’ve got your list of keywords, you’ll need to surface them online, and your website is the best place to do this.
If you have a page dedicated to the advice you provide, then update this with the specific advice keywords you want to rank for. And list on your contact page exactly where you can travel to provide advice.
Add your keywords wherever you can across your site – but be careful not to oversaturate your copy with them.
To create extra opportunities to surface your keywords, add blogs to your site.
By writing about your experience helping a certain client, you can add in the keywords of exactly what advise you gave, where you gave it, and the demographics and profession of the client you advised.
Another opportunity is to create landing pages. These are additional pages linked to your site which don’t show up within your site’s navigation.
For example, you can create a landing page with the header ‘VAT returns for freelance graphic designers in Islington’, and add copy under it to expand on this.
Once you’ve decided which content you’ll add your keywords to, think about where in this content you’ll surface them. It pays to put as many keywords as you can in your content’s headers, subheaders, and first lines of copy.
Any image, logo, or video you upload to your site will require a name, and even this is a great opportunity to use your keywords. Name the image file for your company logo something like ‘first time buyers Coventry’ for a secret SEO boost.
Now you’ve got your keywords and you’ve surfaced them on your site, you can improve your ‘authorship’ - the degree to which search algorithms trust what you say.
To do this, use ‘social proofing’ tools, such as client testimonials - and boost their power by linking from your testimonial to the social media account of the client that provided it. You can also link to your site from your other online accounts, such as your Twitter and LinkedIn.
Linking between your site and others is important, and the more authoritative the site that links to yours, the better.
It can be hard to encourage high-reputation sites to link to your brand - but your Unbiased profile does this for you. By using Unbiased’s optimised online authority, you can link to your site from your profile and be rewarded in the rankings.
Your profile also provides an opportunity to surface your keywords, and again you can put them in your profile’s main headers, and the ‘what we do really well’ section.
By using this insider knowledge of how SEO works, you can quickly and easily boost your ranking in search engines, and expose your business to a host of new clients.