Search Engine Optimisation (SEO) will help to get you on the front page of engine searches. AdWords is a good tool, but if your web pages have the correct messages you can achieve this without the extra cost. Search Engine Optimisation can be split into two: your main web pages – those that make up your website which your customers see and interact with. The second part (and equally important) are your landing pages. These are the pages you want your customers to arrive at, some will be part of your main website, and quite often your home page, others will be hidden and only accessed via links from other websites.
- Make sure your website reflects what you do. This sounds simple but how many websites have you visited where it’s difficult to understand what the company does?
- Is your message clear? Are the links working? If you are asking potential customers to look at a product or service, link it correctly. If your customers have to search your website they will leave and look elsewhere. And then to add insult to injury, Google Analytics will reduce your ranking.
- We can no longer rely on Google to pick out the number of times a word appears on a page. Search engines are now far more advanced and can interpret the message of what you do, when people arrive and how long they stay, using this information to rank you.
- Avoid pages that take a long time to download. We live in a world where everyone wants everything immediately. There will always be other websites wanting your customers’ business. Make sure they stay with you.
- Review your site regularly. Many things become out of date yet stay on websites for years.
- Keep the flow of your website simple, engage your customers wherever possible.
- ‘Live Chat’ offers a good, cheap service. It takes messages for you when you are logged off, allowing you to follow up on any potential leads.