Since my last blog post my main focus has been on creating content and building internal and external links.
Overall, I have been focused on two of the key areas to any search engine optimisation service, that is, to help people access client websites by providing paths for them to click through to and by having fresh content on each webpage.
Fresh and Keyword-Rich Content
Developing new and engaging content is a service Inspiration Marketing provides to their clients. This has been my main challenge since my last blog post and is an important element to any search engine optimisation strategy.
If you are a company looking to expand into a market abroad and if you own various domain locations for your company name (‘.ie’ and ‘.co.uk’ for example), please make sure that you are not copying content from one domain and pasting it to another. Despite the domain location difference, this is flagged by the search engine as duplicated content and will be treated just as harshly. If you are developing content for your product or service I highly recommend that you scribble down what they key phrases are and every variation of these phrases. Keep in mind the location differences and how these affect what words are used for each product/service and spelling differences. For example, athletic shoes or ‘runners’ may become ‘sneakers’ or ‘trainers’ depending on the location. In the end, you don’t want to be catering toward the wrong audience so utilising a variety of equivalent words is certainly the best bet.
For many companies that offer a range of products the inclusion of a descriptive paragraph for each range is a useful way of building traffic to your site. You may already have technical descriptions for each individual product page, but having this introduction paragraph on your overall product range page offers you a chance to include your keywords and match your product descriptions with what is commonly being searched for on the internet. Having a list of the most searchable terms for your products and services by using the keyword research tools from Google and Bing is therefore hugely practical in shaping each descriptive paragraph to your audience.
Whether it be a blog, article, product description or news & event post it is essential that the content you publish is unique, engaging and includes variations of the words and phrases that will help bring your site to the public.
Internal Text Links
For some of the newer clients’ sites I have been making sure that their site is ‘crawlable’ or easy to navigate around. Any new website needs to be structured so that it is easy to quickly navigate through to each individual web page. Individual pages need to be accessible to your visitors as well as the search engine they are using. Internal text links is an important form of link building whereby you create a hyperlink allowing visitors to click through to relevant pages.
- From the search engine’s perspective, it is essential that the site has internal text links as they create pathways from one page to another, helping Google or Bing to document and index each page. Otherwise those pages are broken off to the search engine, rendering them somewhat invisible.
- From the visitor’s perspective they make the site more dynamic, offering new paths for the user to click through to. It is the ideal method of bringing a variety of web pages to the attention of the viewer and helps increase its hit rate.
Overall, these features of search engine optimization help make your site more popular as keyword-rich content and internal linking help bring your website and its content to the attention of both the online audience and the search engine connecting them to you.