Literally Search Engine Optimisation.
What is SEO, and why do I need to do it?
In real terms, when a potential customer looks for a product or service on their search engine (e.g. Google), lots of possible results come up. SEO will make your website appear higher up in the search listings, preferably on the first page of searches and more likely to be clicked.
How do search engines choose which websites come first in the listings?
There are a lot of blogs that will tell you that the algorithms used by the search engine are mysterious, unfathomable rules made up by internet wizards and pixies. But there are actually defined metrics used to define which websites get to the top of the organic* search. The difficulty is that the metrics are regularly updated, so for example, where you used to be able to pay to have other websites link to yours, the search engines will no longer count these as valid inbound links.
* Organic search results have nothing to do with the Soil Association but means searches relevant to the query. The alternative is paid advertisements (which you should see highlighted in the list of search results so you can see the difference).
What makes Google find my site?
There are lots of specific ranking factors that the likes of Google will use to choose what to show first for a search, but some of the key factors for a high listing on Google are:
- Recommendations and referrals
- Navigability or Signage
- Interesting and Expert Content
- User Experience
- Mobile Usability
- Site Security
How to get more website visitors.
So, imagine your website as a shop your potential customer is visiting for the first time. Ideally, your visitor came there through a recommendation, or preferably multiple recommendations, from someone reputable like a newspaper. Or maybe you'd heard lots of good reviews. Or perhaps they chanced upon the shop, but it immediately looked like what they need. They could see from the name or first glance it sells what they want. When they enter your ‘shop’, it has got to look good. Its style needs to reflect the target audience. It has to welcome that customer, so they know they want to stay and look around. Ideally, your shop has even more than your customer was expecting. It showcases the quality of your product and your expertise in your field. You don’t want a potential customer to walk straight back out. The signage must be clear - your visitors must be able to find their way around. Find out about you, see what they’re looking for and, hopefully, buy the product and recommend it to others. And ultimately, you want them to come back again. A customer's experience on finding and entering a new website is not very different.
Referrals or Recommendations
Backlinks are king. The more good quality links in to your site the better. Preferably from a newspaper or a recognised authority in your industry or an academic institution. When quality press include a link to your site, Google knows you’re a reputable site.
Signage & Navigability
Your visitors must be able to find their way around. Find out about you, see what they’re looking for and hopefully buy the product. This can be done with a well laid out site and fully functioning links between the pages.
Then when they’re on a page, find the section on that page they’re looking for.
And vitally, when they’re ready to make a purchase or get in touch, they can do it with ease.
What’s in a name?
If your company’s name (and domain name) spell out what it does, it can be easier for customers to find you. e.g. ‘Feather & Blue’ might sound good but is it a pet shop? Stationers? A pub?
Finding the perfect website name can be more and more difficult with seemingly every domain name already taken but including an indicator of the industry can help.
Interesting and Authoritative Content
You really want anybody visiting your website to spend time there and look around; they need to know you know what you’re doing. You also want them to come back, knowing what you have to offer is of interest.
And this is where you can really engage with your audience by providing content (and products) they will find interesting.
Be it educational, explanatory, interesting, story-telling or humorous. This is your opportunity to share your knowledge and business beliefs and let your customers develop trust in you and your product. And create all-important brand loyalty.
Wondering ‘what is content?’ Then look no further.
Time spent on your site – website dwell time
The product has to be what the customer was researching. There’s no point in visitors clicking on the site and clicking straight out. There’s also no point in offering something you can’t provide. When a potential client arrives at your site, they have to find what they’re looking for.
Or if they’re just browsing, find enough interesting pages to keep them there and want to return.
User Experience
Mobile Usability
Where do most people search the internet? On their phones? It’s vital that your site works, loads and is easily usable on mobiles as well as computers.
Page Speed
Whether on a phone or computer, there’s nothing more annoying than thinking you’re about to reach the exact site or page you’ve been looking for only to find it’s not loading. Wasting your customers time by not showing them what they’ve asked to see is not usually the beginning of a beautiful friendship.
Site Security
You must have an SSL certificate. HTTPS encryption shows the search engines your site is secure and any of your information or data processed by the site is safe.
Happily Ever After
So, whilst it’s sometimes preferable to think of the search listings as run by wizards and pixies, it is actually possible to get your site higher in the rankings.
Your best route to success on the internet is to put yourself in your customers’ (ruby) slippers and give them an easy and smooth experience towards, and on, your site.
Google knows what your customers want and will thank you for providing it by boosting your search rankings.