A successful SEO campaign will result in the improvement of a website’s visibility in the search engine results pages (SERP’s). There are a wide variety of techniques and strategies which can be employed in order to achieve this end target. The best of these methods are relatively easy to implement and are sure to have the maximum impact on the performance of your website.
Given that the primary objective is to make your website more prominent than those of your rivals, it pays to closely analyse competitor tactics. By researching the methods of optimisation employed by competitor sites it is possible to develop a strategy that will make your site stand out from the crowd. You can discover what works and what doesn’t when it comes to SEO in your particular market. And by constantly monitoring and adapting to industry changes you will boost your chances of remaining at the top of the pile.
As part of your competitor analysis it is important to find out which keywords have been employed by your rivals. It will prove much more difficult to gain a high ranking for words and phrases which have been used by thousands of websites, than those which have been used by a few. By conducting thorough keyword research you will be able to identify terms which are likely to convert your site visitors into customers.
It is important to use your keywords during the content development and enhancement stages. You should ensure that the selected phrases are integrated within the website body copy and meta tags. The search engines will take consideration of these various elements when establishing the authority of your website. You should produce unique and insightful web copy, which will persuade potential customers of the merits of your products and services. Regular updates should be made in order to ensure that Google and other search engines rank your website highly for relevancy and consistency.
Apart from the information contained within your website, the search engines will also take account of links from external sites. Establishing such links should be one of the primary aims of your SEO campaign. You may build reciprocal links with websites that share some common theme with your own. However, it is worth remembering that the search engines consider one way links as being of considerably greater value. To acquire such links you will have to create content which is of particular interest to the online community. This might be in the form of ‘How To‘ guides or informative blogs.
It is possible to raise the profile of your website by interacting with customers and fellow industry professionals via social networking websites, such as Twitter and Facebook. The importance of this marketing method was made particularly clear when the major search engines announced that they would factor social media activity into their algorithms. In this personal sphere you can interact directly and build extremely strong relationships with your target audience.