Let’s face it, you started your business to make money.
It might not have been the only reason, but it was certainly one of the most important.
Of course, every business owner knows there is no easy way to get rich quick. Turning your business into a success takes time, planning and hard work.
This is just as true with the online aspect of your business. Having a website alone is not enough – you need to get your site noticed and attract the right visitors.
Then, once you’ve got their attention, you need content that turns your visitors into customers.
And to do this you’ll need to consider that dirty term – SEO.
Search engine optimisation (SEO)
These days, you can access a wealth of information and services at the click of a mouse or stroke of the keyboard.
If you’re like most people, you’ll find what you’re looking for by going straight to a search engine and typing it into the search box.
When the search results appear and you find what you are after – usually within the first few links – it’s thanks to the magic of “search engine optimisation” (aka SEO).
The major search engines aim to provide you with the best possible experience – and that means generating results that are relevant to your search terms.
They do this by scouring the millions of websites out there and adding them to their “index” according to their relevance.
The December 2010 web server survey by Netcraft shows that there are approximately 255,287,546 websites active on the World Wide Web.
But how does Google (et al) decide one website is more relevant to a user’s search results than another? And how can you hope to get to that elusive No.1 spot?
The factors affecting SEO
Many factors influence a website’s Search Engine Ranking Position (SERP).
But if you’re more pushed for time, you will want to consider these key elements and influences of SEO.
- SEO content – this is the most important factor for a website’s search engine ranking, simply because the search engines look at content to determine what a site is about.Search engine optimised writing that’s relevant to your business will encourage Google and others to give your website a search engine ranking relevant to the user and their search.
- Fresh web content – a stagnant, unused website rarely attracts much interest. Search engines are very keen on freshly-written website content and it encourages the search engine bots (aka ‘spiders’ or ‘crawlers’) to come back to your site regularly and index what’s new.If they find fresh SEO content, then they will update the search engine index and the actual results produced when a user searches.
- Page rank, which is described by Google as “a technology that determine(s) the “importance” of a webpage by looking at what other pages link to it, as well as other data.” Google is very hush-hush about what the “other data” includes in order to prevent people from abusing the system using “Black hat SEO” techniques to get an undeserved SERP. But the main point to consider is that external links from other websites are seen as a “vote” for quality/reliability of your website.If you have well-written SEO content on your website, which is both interesting and useful, then you will soon find others linking to it. High quality and influential sites that pass a link to your website also essentially pass a bit of page rank (aka link juice).
Page rank is measured on a 0-10 scale, with 10 denoting the most influential/important sites on the web. Official government sites (.gov.uk, .ac.uk, etc) will have a high page rank and any sites they link to will notice an increase in ranking as a result.
Of course, getting links from other sites can be a difficult task and is a job in itself, which is why we highly recommend using a professional copywriter to produce regular, relevant SEO content for your site. If the content is good enough, people will link to it and over time you will notice your SERP improve.
- Domain age – the age of a website is an influencing factor in SERPs. The idea is that the longer a website has been around, the more trustworthy it becomes.This is obviously a factor beyond your control, but it emphasises the point that you cannot expect instant results with a brand new website. Freshly written content on a regularly updated website will, over time, bring in more and more visitors.
- Meta title, description and keywords – these are all of your website’s SEO content writing (I’ll explain them in more detail in a later article) and are relevant both to search engines and your visitors.This information can determine the title and description listed in the search engine results pages, as well as the link that the user clicks from the search engine to get to your website.
- Website address – believe it or not, the domain name you choose can have an effect on the SEO of your website. A keyword-relevant website address is more likely to get a good ranking.Of course this is just one small factor, but worth bearing in mind before you even get started.
- Internal site structure – can users find their way around your website?If people cannot easily navigate your site, then the chances are that the search engine bots can’t either – which means any well-written SEO content will go to waste. If the search engines can’t find material or index it you might never get a good SERP.This is an important point to consider when building your website. A good web design company will be able to help you produce a website with good internal navigation and a site structure that is both user and bot-friendly.
SEO content – the meta title makes up the link to your website & the description is what entices the user in.
As you can see, there are many factors which can influence your website and its success. In fact Google states:
“Today we use more than 200 signals[…] to order websites, and we update these algorithms on a weekly basis.” (Google Technology Overview)
So trying to battle against Google for a top spot could potentially be an uphill struggle.
But it doesn’t have to be. Using a professional SEO content writing service allows you to rest assured that people who know what they’re doing are writing content for your website – and that will not only bring you more visitors, but also turn many more of them into customers.
Investing in the future of your website is an investment in the success of your business.
SEO content writing – milking the website cow
Don’t throw money away on a business website that turns static and does nothing for you.
With a little help from the professional content writers at Ben Locker & Associates, you could have a website that is regularly updated with fresh, relevant, user-centric content which not only attracts visitors, but helps turn your website into what it is meant to be – a business tool.
You’ll soon find you’re getting website traffic from unexpected and welcome sources.
So get the search traffic your website deserves, across a whole range of relevant terms and phrases. Call us today on 01206 266799 or contact us online now.