If you were re-enacting field of dreams, you would build a website and ‘people will come’, but in the real world, once you have a website, there’s much more you need to do in order to help people to find you online.
The next series of articles will cover the steps you need to take in order to give your site the best possible chance of being found by potential customers, or interest groups.
Content is key!
In this first article we are going to look at content. If you wanted to find a plumber in Dundee. You would go to Google (or another search engine) and type in something like ‘Dundee plumber’. If you are a plumber from Dundee, unless your content is set up the right way, you have far less chance of being found in that search.
So, before you write any content at all for your site’s pages, for each page you want to have, write down a list of the search phrases you think that someone who wanted to find this particular page would type into a search engine. These are often referred to as key words.
Once you have a decent list, write your content and try to include as many of your key words (or search terms) in the content of the page. Repeat these if you can, but don’t go mad, it’s important that your text makes sense and flows well.
Apply Infinite SE0
As a BothyBiz member, you have the opportunity to further enhance your pages settings to optimise your search engine standing. It’s called Infinite SEO and you will find it on any of your page or blog creation pages. If you have a shop, it’s also on each product page.
Infinite SEO enables you to optimise the page description and the pages keywords in the coding of your page, which search engines use as one way of finding your site. The best practice is that each page on your site has an individual description and list of key words that matches your pages content. So, this is the place to make sure that happens.
Since you already have your list of keywords, this should be a straightforward copy and paste solution.
Beware of making your meta description too long. Search engines don’t like this. A short sentence is fine.
Blog posts, products and our BothyBiz directory give you the option to add tags. Tags are another way to plug your keywords, and you should always add meaningful tags when you are publishing these.
When you add an image to a page or post, you are given several options: Title, Caption, Alt Text and Description. Fill in each of these boxes where appropriate. Give your image a meaningful title – again these can be found in search engines so it’s important that the image title makes sense. Add a caption to enhance meaning to the image – but only if it makes sense to do so. Alt text is important because it describes the image if browsers have images turned off, or if the image fails to load, or if they are blind and using screen reader software. And finally, add a description.
Because search engines can’t find any words to index from an image, filling in these boxes labels the images so that search engines can consider them when indexing your site.
Following all of these steps when building your website content is a great way to start making your page easier to find in search engines, but this is just the start!
In the next post we will look at linking, and how maximising external links to your site can make a big difference to your search engine ranking.