A beginner’s guide to SEO

Driving a high level of good quality traffic to your website is key to getting success for your website. This is where a good SEO strategy comes in. If you put an SEO strategy in place, you’ll increase the traffic coming through to your website, which can then be identified by Lead Forensics. But where do you start? You can watch our full on-demand webinar here, or go through our action plan below to get an idea of how you can start to implement SEO into your marketing strategy


Where are you ranking?

The first thing you really need to do is get a good idea of where you’re currently ranking on a search engine. Type in keywords you want to appear under and see where you land. Are you on page one? If not, you know you really need to implement an SEO strategy and start working through our top five ingredients.


Sort out your keywords

Keywords are essential to a successful SEO strategy. After all, it’s these words people use to find your business in a search engine. Therefore, you need to understand exactly what words are being used to find your website and ensure they’re used organically throughout. You also need to make sure you have a mix of short-tail, and long-tail keywords. Short-tail keywords are one or two-word phrases and are relatively generic. They’re good as they drive a high volume of traffic, but they won’t necessarily be relevant and there’ll be more competition to rank. On the flip side, you have your long-tail keywords, which are three of four words phrases that are much more specific. They provide much more relevant traffic; however, the volume will be lower than you get from short-tail keywords. It’s good to have a mix to drive a good number of relevant visitors through to your website.


Set up official page titles

Every page on your website has an official page title, and this isn’t necessarily what you see when you open the web page. More often than not, this will be found in the coding of the page and is the title search engines use to display your web page in their results page. Search engines also use the official title to summarize the web page to them, so they can decide whether or not it’s relevant to that specific search. Chances are, the user will make a decision on whether or not that web page is right for them, by reading the title. So, when setting up your official titles you need to make sure they’re clear and relevant to that specific page. Remember, it’s all very well driving loads of traffic, however if it’s not relevant traffic you
won’t get any business from it.


Get high quality websites linking through to your website

Hopefully you already have some sites linking through to pages on your website, however, you need to consider the quality of the website linking through. A webpage that has a lot of links coming through to it from different sources looks great to a search engine. However, trustworthy sites with a high volume of traffic are given more weight than others. You can drive traffic from links on social media accounts, articles, blog posts, reviews, directories and so on. What you can’t do is create your own external website to link through, as unless the site linking through to yours has a high standing and a good reputation, this will damage your rank.


Consider the words used to link to your website

When working with companies and arranging links to your website, you really need to think about the words they use to link through. Whatever word is linked will then be associated with your brand and that specific web page. For example, if someone links the word here to your webpage, search engines will associate the keyword here with that page. This isn’t what you want. You want to make sure the words linked are relevant to that web page and are keywords you want to be associated with. As an example, Lead Forensics would want to be associated with ‘lead generation’. Or Amazon would want to be associated with the keyword ‘books’.


Build your reputation

If you have a good reputation online, then a search engine will rank you higher than a website with a bad reputation. Trust is a major factor with this, reputable websites that are established and trusted will get better ranking. A trustworthy site has plenty of links directing people to it, and easy to find contact information. There are other factors at play here. Firstly, the more traffic you have coming through to your website that stays, the higher quality you’ll be deemed to be. A search engine will then also see you as being a good referrer and will bring you back more and more for the keywords you’re performing well under. Also, having fresh and engaging content helps with this. If a search engine can see you’re regularly updating your content they’ll rank you higher.