April 9, 2010
Search engine optimisation (SEO) is required for any website wanting to rank well in search engines such as Google, without it you may be potentially turning away thousands of new customers every year, even more depending on which industry your business or company represents.
Therefore, employing the services of a trusted and ethical SEO Company is recommended. However there are certain steps which can be initiated before SEO takes place to help make your website SEO ready.
- Website Content: A common and critical issue of today is lack of content (information) on websites. As content enables the creation of authority or “juice”, it helps search engines define what your website is about and ensures correct placement within their indexes. Just as a person will read to learn more, a search engine crawls to gather more information. However, please bear in mind when adding content to your website that it’s unique (not duplicated anywhere else online) and relevant, if not your website may be penalised or removed from the search engine’s index completely. For further information on content and how to maximise its return, please read my previous article on Building Authority.
- Website Pages: A website is generally created to offer a message, to sell products or offer services; therefore it becomes important to structure your website correctly. Nobody wants to read a giant page with information, nor do search engines. Just as we would turn the page of a book or a document, a search engine will crawl a website and its pages and categorise accordingly. Adding additional pages to your website with unique and relevant content will help further improve your chances of ranking higher when SEO is implemented.
- External References: An important factor search engines take into consideration are inbound links to a website, i.e. websites which link to a website. Without these external references, competing for keywords which yield high return is not possible. SEO itself involves extensive link building to help make a website relevant to its target keywords; however there is a line in the sand between quality and quantity. Therefore, contacting other websites which relate to your industry and requesting a link can potentially benefit you, however keep in mind when requesting a link the website is related. For example, if Bobs Tyre Company specialises in selling tyres for vehicles, his industry would be automotive. If Bob requested a link from Jane’s Beauty Parlour, Google may find that to be irrelevant, therefore the quality of that link will be low. However, if Bob requested a link from Smith’s Vehicle Parts, the same industry as Bob, Google will find that to be relevant and the quality will be much higher. For further information, please read my previous article on Link Building.
With these above points in mind and initiated before you enlist the services of an SEO Company, it will most likely save you both time and money whilst increasing the possibility of ranking higher in Google and other search engines faster.