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Making SEO work for your business

Search Engine Optimisation – In the ever-evolving world of the search engine, techniques can skyrocket you one week and punish you the next. What should you do and what should you avoid to attain sustainable success?

Google – Google makes changes to its search algorithm 500-600 times each year. Whilst most of these are minor, it is essential to test and measure the effect of your online output on your online results; website hits, Google ranking, social media engagement and interaction

Which, of course, means you need to be ready to adapt your approach if it’s not working. SEO is not a one-time thing. Constantly evolve to be ahead of the curve, or at least follow the curve (notice if your online presence isn’t working as well and do something about it). At the very least, you need to be top of the Google ranking when somebody searches the name of your business.

Keywords – Choose your targeted words and phrases carefully and ensure you organically incorporate them into everything you do (stuffing as many keywords as you can into every paragraph is likely to be counter-productive). If they are the right keywords, this should be easy. Targeted traffic will mean less traffic, but reaching the right target market should mean higher conversion to sales rates, if it doesn’t you might have to look at your content (more on that later).

Social Media – Google measures how effective and engaged you are in social media, so good content and interaction is a must for improving your ranking. Plus, it is a direct route to both potential and existing customers. If you outsource social media activity, keep hold of some of the control yourself, log in when you have a chance to provide ‘expert feedback’ to any questions and interaction. You are the business after all.

Organic growth techniques – Don’t rely on Google alone to deliver leads for your company. Incorporate other techniques to lead new clients to your website (and business), including email marketing and taking every opportunity to build your brand.

Lastly, and as importantly as anything...get your content right – you could be top of Google, have a million Facebook followers, thousands of Retweets and regular readers of your blog, but if you or your website is failing to convert leads into sales then it is all worthless. For more tips on how to get your website content right read Google’s 23 point checklist on what makes a quality site

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