There are some amazing free Search Engine Optimisation (“SEO”) resources out there that it seems amazing to me that business people are still not utilising them like they should to increase leads and to generate more clients, without using these free SEO tools.
We all need to do some on-site SEO for all of the pages and all of the posts on a new business website. This article will give you SEO tips and a start to finish on-page instructions so that me, you, your copywriter and anyone else you can get to help generate content, can edit the on-page SEO as they go.
The Focus Keyword
The search engine optimisation term you are trying to rank for is the keyword on that page that we are trying to rank for. So the example above is this website homepage, so I chose the focus keywords “website” “website design” “search engine optimisation” and “SEO”. But a page about conveyancing will have the focus keyword as “conveyancing” and so on. A good rule of thumb would be to call the focus keyword the same as the main theme of the page/post title.
This is the bit in blue on the Google results page (or purple in this case above – ‘cos I clicked it). This is the bit that people who do Google searches will see first. This needs to be written so that it is attractive to the searcher but also contain the focus keyword. I am sure that between you and a copywriter, you will be able to make this look really appealing. However, this is limited to 55 characters.
SEO Meta Description
This is the bit underneath the description in the Google search results pages (“SERPs”). This is where you really need to sell the page / post. Why are they going to click on us and not the result above, or below. It needs to be a balance between calls-to-action or “sales” type content with how you want to be perceived incorporating your brand. I think maybe sales copy is not right in legal websites fro example, but a call you action, a point of difference, some unique quality which separates your brand from the rest. Just think to yourself “what will make people click through to my website and not the result above or below”.
Google says it doesn’t use keywords as a meta tag in its algorithm any more but I think it is worth putting them in, for the non-Google search engines. It only takes a few seconds, better to err on the side of caution I reckon. Again, the focus keyword and a few similar keywords relating to the content of the page. Also, a screenshot of the view:source from YouTube shows that they still use the keywords tag, so for the sake of a few seconds work, I think it is worth it.
SEO Keyword in Content
It is important to try to leave the focus keyword in the content 3 or 4 times (or more depending on how much content you have). But if it makes the content read badly or stick out as simply stuffing keywords in there, then leave it out.
Latent Semantic Indexing is the indexing of words which are closely related to the focus keyword. For example, if you are trying to rank for the word “conveyancing” then there is a good chance that the words “property” “house” etc will also be in the content. This gives the Google Bots some more information when it is trying to “understand” what the web page is all about. The image below shows the LSI keyword suggestions for the keyword “keyword research“. As a rule, I also use some LSI keywords as my tags for posts and as the <alt> tags in my seo optimised images.
Search Engine Optimised Images
If you are going to put a picture in the content, then Google uses an <alt> tag (stands for alternative text) to assess what the page is about. See below.
If you are uploading an image to a post or page with a focus keyword then we need to put the focus keyword for that page in the image title, description and most importantly the alt text. Not just the keyword, but variations of the keyword (Brisbane solicitors – the best Brisbane solicitors – do you need Brisbane solicitors) for example.
It is also a good idea to put some LSI keywords into the <alt> tags of images too.
Whilst you are editing the main site content, it is important to link to a few internal pages. For example, if someone writes some content about property law, then we should link to the property law services page. If someone writes some publications content about insolvency then if they use the word “Bankruptcy” then it should link to the bankruptcy services page. All you do is highlight the anchor text that you want to link – then press the insert link button. This this dialogue box appears. See below.
All you have to do is search for the page on the Services that is most closely related and click on it. Then the URL of that link will appear in the URL box. Then click Add Link.
It is good to add links to the services page because:
- It gives the user / lead a chance to perform an action and perhaps get in contact with us; and
- It’s good for seo because Google follows links (both internal and external) so if we can link the publications pages to the main services pages, than those services pages get better ranking in the SERPs.