Search Engine Optimisation (part one)
Using search engine optimisation
You are probably aware that Google now gives the top three search results to it’s paid advertising e.g. pay per click or Google Adwords. This is without doubt the most effective and quickest way to get your website to the top of Google’s rankings.
However there is also a case to be made for being near the top of the rankings organically or free listings. Some people just prefer to click on the free area rather than clicking on an advert. So whilst I would always advocate using Google Adwords as your first choice, I’d like to talk a little about search engine optimisation.
Search engine optimisation is effectively trying to make your website rank towards the top of Google’s listings. You must remember that fourth place is probably the best you will ever get because of the pay per click.
But if you can get yourself to position four of five it’s certainly better than being on page two. So what do you need to do?
Search Engine Optimisation must do’s
- Video You must have video on your website, this is now crucial. Not only does video move you up the rankings but it also is a brilliant tool for keeping people on your page and remember to make your video autoplay. Ideally the video should be on either YouTube or Vimeo with a link to you website rather than being embedded in your site.
- Blog Write a regular blog, between 300-500 words. A blog is also extremely effective in influencing Google, make sure you put lots of links back to your website into the blog and also have outbound links. you also need to optimise any images you put into your blog. You also need to think of the keywords you are trying to influence Google with.
- Google local business. This is an area often overlooked by most practices but is highly effective at getting you up the local rankings. Put as much content into this area including video, images, your opening times, any special offers, in fact as much as possible. Then get as many reviews from your patients as possible.
- Metatags These are the short descriptions you see when you search for something and are presented with the listings, ensure that these are relevant and have your key words in them.
- Links. If you have any links in you page ensure that they still work, Google will check for broken links, if you have lots they will mark your site down.
- Navigation Analysis ensure that your site has good navigation and all links within the site work.
- URL names ensure that your URL (the name of the page) is relevant and has your key words in it.
- Content Change you need to make sure that your content changes regularly, Google doesn’t like static sites, it wants to see things changing regularly, just as you update your Social Media ensure that you regularly update your website too.
I’ll go through some of the other SEO tactics in later posts, but if you start to adopt these you should see your rankings improve, although this isn’t guaranteed and you are at the mercy of Google. As I said earlier, the only tried and tested way to get your site to the top of the listings is to advertise with Google.