We’ve just seen Google announce that they are searching for an SEO manager, looking to improve their position in organic search results to improve profits. While you might imagine that a company in Google’s position doesn’t need to focus on search engine optimisation, with their control over the world’s most used search engine and the fame of their brands, there’s always something to be gained from using SEO.
While Google’s recruitment drive is designed to help organically drive potential customers to their marketing and sales pages, the fact is that you can benefit from a focus on SEO regardless of the size of your business. Everyone from small office supplies websites to larger technology resellers can achieve an improved market position by taking the time to optimise their sites.
At eTailThis we have over a decade of experience when it comes to helping our clients improve their profits in the world of online marketing, so we’ve brought you this post to explain exactly what SEO is and how it can work to help your business.
Why Google is focusing on improving their SEO
At its heart, search engine optimisation is about refining a website’s message, demonstrating exactly what you have to offer for those who might click on your site. If your USP is great deals and low prices, you need to have a website which actively communicates how cheap your products are to readers, while those focusing on high quality products need to focus on promoting their excellence.
The first target for SEO is the search engine itself. By creating copy and a site structure which emphasises your USP, you’ll essentially be telling Google, Bing and other engines where and when they should show your site in search results. Creating copy which has a clear message about what your site can offer means that your business can show up and improve their position for relevant search terms, while an overly diluted message will have a negative effect for your site all round.
When it comes to improving your SEO, your two main areas for focus should be site design and copy. A site which flows well with good internal linking is far more appealing to both search engines and potential customers than one which is largely disorganised. Making your URLs easily readable and relevant to the content of your site helps your site demonstrate the message it’s designed to send out.
Using well optimised copy is another important way to improve your website’s ranking. Creating content which links to the major pages on your site while emphasising your overall message lets you demonstrate exactly what your site is about, and helps you to significantly improve your rankings in search results.
For small businesses, establishing a convenient site layout should be your first step. Laying out a well optimised framework right at the start gives you a solid foundation upon which to build an SEO strategy, whether you intend to expand your business or consolidate your current position. Focusing on areas near your business with content, website layout and any pay per click (PPC) advertising you do lets you develop a great local set of customers while avoiding areas which your business can’t supply.
Larger businesses should definitely look to create a convenient and well optimised site layout, but are more likely to have the budget needed to create high quality content which demonstrates the overall message of their site. Running a blog is a basic first step for resellers, giving you a single convenient location from which to promote sales, advertise product lines and create engaging content with a focus on promoting your site’s USP.