Once a website has been live for a reasonable period of time (usually 4 to 6 months), it’s a good idea to review its Search Engine Optimisation (SEO) effectiveness.
There are two compelling reasons why undertaking a regular SEO review can be very beneficial to the page ranking and therefor the prominence of a website in a Google search:
- to update on-page SEO tactics inline with recent Google ranking algorithm changes
- to take advantage of data collected by Google Analytics to improve SEO.
It's wort pointing out at this point that I'm talking solely about 'on-page' SEO, which is to say the search engine optimisation that happen actually on your website - the way its structured and coded and the choice of keywords utilised. I don’t undertake off-site search engine promotion activities like link building/exchanges (a dubious tactic), Pay Per Click advertising, directory submissions or social networking.
Google search algorithm
Google is constantly updating its search and page ranking algorithms – so what was good SEO practise last year may not be so effective today. Google regularly changes its systems to avoid spamming, i.e. unscrupulous webmaster taking advantage to unfairly promote their sites. Also, Google is always striving to provide more relevant and useful results to its users. The last four updates in particular have radically changed the way Google looks at page linking, content rating and downgrades the use of meta tags for SEO purposes.
Taking advantage of Google Analytics
All Websites hosted with RB Design have Google Analytics installed as standard which builds a database of search terms people have used to find your website or cause you website to appear in a Google results page. These terms are a valuable source of intelligence, informing exactly what potential customers are searching for, what are their concerns and the language they are using to search for products and services. These search terms can be use to improve the diversity and relevance of keyword on your website.
A comprehensive page by page SEO review of your website will cover the following:
- analysis of the website’s Google Analytics search logs
- build an inventory of relevant ‘head’ and ‘long-tail’ keywords*
- advise on content updates with relevant keyword suggestions
- improve internal linking and anchor text usage
- update meta information and keywords
- check usage of H1 headings and general page structure
- check for proper use of image alt text and advise as required
- advise on any aspects of website which my adversely effect good Google ranking due to the updates in the Google ranking algorithm.
*Long tail keywords are keywords or key phrases that are more specific (and usually longer) than more common ‘head’ keywords. Long tail keywords get less search traffic, but will usually have a higher conversion value, as they focus on a more specific product or service.
Contact me if you would like to to review your existing website for SEO effectiveness.