Making a Website More Visible on Search Engines

When negotiating the scope of a new website, a client asked us to build it with a view to ensuring that the website is more visible on search engines. Here’s how CT approaches this need.

The client has social media and it is straightforward to link to these from the website. Relevant content is pushed out from the website to the business’s social media with a view to attracting visitors. CT’s suggested approach to content creation is the use of evergreen content such as expert guides which have a long shelf life.

Making Your Website More Visible

A content template (blog) is designed to suit the business’s social media consumption – the template permits the reasonably straightforward ‘dropping in’ of new website content. It can be helpful to have a plugin to assist in scheduling content, particularly if there is a good deal of content. CT currently uses Blog2Social, a paid-for plugin, as a time-saving tool.

On-page SEO focuses on how the content will be presented on search engines such as Google or Bing. For example, it is good practice to create a custom excerpt which search engines are ‘told’ to use as a summary description. Yoast is a helpful plugin for this task and the free version suits the majority of websites.

Another important SEO element is targeting appropriate keywords within the website content, the aim of which is to encourage your content to pop up when searched against by a potential client. It is helpful here to distinguish between broad keywords which tend to be popular (and very competitive) and more focused keywords which are easier to target for small and medium enterprises. By way of example, a broad keyword in legal services could be ‘personal injury legal experts’, while a more focused keyword could be ‘catastrophic head injury legal specialists’.

Finally, it is necessary to measure and test, test and measure. The Google Analytics tool is an excellent means of measuring traffic and where it is coming from. The Google Search Console reports on how well your website is running and may make suggestions for improvement.

Michael Moloney, Consultant

Michael has been a Marketing Director in the professional services sector for many years. His love of sociology and politics, alongside his passion for understanding what makes the world tick, makes Michael an ideal partner when working with businesses to attract and retain clients. Michael's starting point is to question the status quo to determine if there are easy wins to be gained.

Danny Dicks, Consultant

Your content goes here. Edit or remove this text inline or in the module Content settings. You can also style every aspect of this content in the module Design settings and even apply custom CSS to this text in the module Advanced settings.

Marketing Strategy Expertise

Strategy

Reach your market to attract and retain customers

Tailored Content

Content

Tailor your content to attract, differentiate and create a buzz

Graphic Design Kudos

Design

Get your message across with style and impact

Website Strategy

Websites

We design and maintain your website for maximum user impact

Online Training for Clients

Training

You receive training as standard every step of the way to put you in control

Implementing reCAPTCHA
Making Your Website More Visible
The Cycle of Marketing Activity

Appointment

Request an initial (free) appointment in the area where you are potentially seeking advice.

No sign-up or payment details required. All initial appointments are by video.