Now that you have a beautiful Umbraco website, you will want to make sure that as many people as possible get to see it. Your site is clean coded to be friendly to search engines like Google (and yes, Yahoo and Bing) but there are some great things that you can do yourself to improve your search results ranking.
We know that more text generates a higher ranking result (although see comments regarding keyword stuffing in point 1!) but you always need to think about the actual user experience when they get to your site. It may be good for your SEO (and therefore your Google Analytics stats) but the last thing you want is to turn people off your brand when they get to your site because your content is too repetitive or not relevant. The balance here will depend on your brand and audience.
Do remember that your website does not exist to get high rankings – it is there to grow brand loyalty and ultimately, your business.
Here are our current DIY SEO top tips:
1. Good use of keywords (without over-doing it!)
Make sure your content is relevant to the topic and use keywords in headings and links. If you overdo it, search engines can penalise you – this is called keyword stuffing and is bad.
2. Link Building
Getting links to your site from quality / relevant sites is like a vote for your site and you can also build links to subpages of your site. For example, if you are doing a guest blog post on another site about a specific topic then get the link back to your site to go to the relevant topic page instead of just the home page. This is called Link Building and is a long term, ongoing strategy. It improves the reputation of your site which search engine take notice of. An important note here is that you should not under any circumstances buy links to your site as this can result in your site being black-listed.
3. Cross linking
Use keywords in your internal links. For example, if you are linking to a specific topic page from your homepage body text, make sure the link text is the topic and not eg. ‘Click Here’. This is because text that are also links are deemed more important than just plain text.
4. Fresh content
A blog or news section that is regularly updated is ideal for making sure you have fresh content which search engines love. It means your site is kept up-to-date and therefore more important than sites that have not had nay new content added for a long time. This is also a good way to build more cross linking into your site, from other sites and other pages on your own site.
5. Adding video
Using video can benefit in two ways. Reports state that videos can get better organic page ranks in Google compared to plain, static text. It is also documented that it generates a higher click-through rate (from theSearch engine result pages (SERPs) to your site) as video content is very attractive to users.
What will you get if you outsource SEO services?
If you think you need to get to the next level, we recommend employing a specialist SEO resource that can actually help with anything from search rankings, social media management, content planning, online reputation and pay per click (PPC). One thing that we have seen working really well is changes made to structured data which basically tells search engines what categories the pages should be under. This follows analysis of what your SEO aims and objectives are.
Another services that can be really useful is visitor tracking – to be able to find out the companies who have visited your site. This can be very valuable, especially for B2B companies who have a large amount of visitors that usually don't make contact.
Please feel free to contact us for our recommended providers if you are thinking about outsourcing your SEO as there is a great deal or variation in the quality of service that is currently provided in the market.
News Flash: upcoming changes for mobile optimisation
Google is bringing out a new rule on 10th January 2017 that will penalise mobile rankings for sites that use “intrusive interstitials” (Pop-ups that appear automatically) as they believe that it is not good user experience on these small screens. If you do have these, you will need to weigh up the pros and cons of continuing to use them.