If you’ve got a company website, you have probably heard of SEO and should have a bit of an idea what it means.
SEO – search engine optimisation – is important in assisting how easily your website gets found organically by people using search engines such as Google, Bing, Yahoo and so on.
Understanding what works and what doesn’t is an ever-changing minefield of algorithms that you probably haven’t got the time or expertise for, but there are still things you can learn to help you get the best SEO results.
Metadata: The metadata is carefully written text relating to each page of your website. The data is basically a short title and description, written to a specific word count, that best sums up what your company is and what you want to be found for. For local companies, it will very often include the name of the town, county or district. It will include the main area of your business (eg accountant, plumber, Italian restaurant etc) and the name of the business. Other key information will be the main services you offer. The metadata is a very useful part of your SEO.
Website content: Your website content will help contribute to your search engine success. Things that get you brownie points include regularly updated content, original content (as opposed to wording that appears elsewhere on the internet) and useful content (keywords that sum up what you do and where you do it, in the same way as the metadata does).
Regular reviews: Just because your content and metadata was carefully written when your website was first set up, it doesn’t mean it will be effective forever. Not only will keywords and descriptions naturally change over time, but also the search engine criteria also changes. It’s a good idea to test your website in the search engines regularly and seek a professional review of your SEO every now and then.
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