Just how much SEO knowledge do you need?
• How much will it cost to establish a credible online presence?
• How much will you need to know to do this?
Winning the SEO battle in a crowded marketplace is essential – but not cheap. Read our dos and don’ts about how to get started.
Before we kick off, it’s worth saying that you’ll likely need outside business expertise at some point. Beware of the false economy; it’s worth doing well, and on an ongoing basis, rather than twice.
However, we know that this essential expertise and capability can be well beyond the pockets of businesses with small budgets and resources. These are our pointers to make sure you’re on the right track until you can expand (or hire) your digital team.
Firstly, the DON’Ts
• Aimlessly listing your website via online directories that no one reads or is unlikely to bring any human traffic to your site.
• Posting guest articles that no-one will ever read, and will do no good for SEO.
• Designing your website navigation in a way that neither customers nor Google will recognise or appreciate.
• Over-crowding your website with random ‘buzzwords’ just to boost Search Engine Results Pages (SERP).
• Hosting the same online material as other websites – this doesn’t make you stand out from the pack to win new customers, but it does annoy Google!
• Using cheap web hosting or networks for your own site; linking to ‘tacky’ web content that damages your brand credibility by association.
• Buying or trading links, or offering ‘freebies’ for obvious ‘reviews’ (i.e. from bloggers) about your product. Terrible for SEO and makes no impact on your business.
If you do nothing else, make sure you DO:
• Read Google’s Webmaster guidelines. Most customers will generally use Google to find you, so it’s worth knowing how to boost Google SEO rankings.
• Have the right keywords in the right places on your website. Google recognises what you do (i.e. blogs or About Us page) to boost SERP for customers.
• Make sure your website is well designed and easy to navigate. It’s essential for good customer service, conversions (customers handing over their money) and UX (user experience).
• Create unique and engaging content (like blogs, videos, whitepapers, infographics) that can be shared by your target audience.
• Bring your own unique website to the attention of the people that will like it (i.e. use the appropriate social media channels to boost unique visitors).
• Spread the good word of your business. Your existing customers and client relationships can endorse your business around the web by writing reviews, making videos, and posting images.