SEO in praxis 1: SEO problems & quick fixes
SEO in a nutshell
Search Engine optimisation , or SEO, are the activities related to moving your website up in the unpaid search results on search engines such as Google. Getting to the top of Google means higher visibility, increased likelihood of “being found” by the right people, and thereby, better chance of sales.
Your website is your store front. Make it count!
Your website is often the first touch point potential customers have with your business. Not only is it important to keep it professional and fresh with relevant and valuable information. It is important to consider your website’s entire “logistics chain” from potential customer’s search activity to your closed sales.
What questions should I ask to identify potential SEO problems?
Apparently, the Google algorithm evaluates close to 200 factors when deciding which ranking to give your website. Backlinko has made an excellent an extensive list of the suspected parametres which you can find here.
200 factors however, can be rather overwhelming for a small business without SEO expertise at hand. Instead of going through a bunch of complex technical metrics, to identify your SEO problems, you can look at your website and consider:
- How easy is it for your potential customer to find your website? Does it rank high in search engine results? Have you registered in relevant directories? Google My Business?
- Are potential customers satisfied when they visit your website? Does it fulfill your promiseand provide the info they are looking for? Does it work well? Load fast? Broken links?
- Are potential customers moved in the right direction? Do they leave your website fast? What are they looking at? Do they move through your sales funnel i.e. by signing up, follow or even contact you?
In January 2018 I started a complete make-over SEO project for a customer. The customer had an existing page deployed in 2017 and few annual updates.
Step I: Identifying existing SEO problems
- Did not rank first on Google, even when searching for its own distinct company name
- Did not include local directions, maps and other local marketing tools
- Had a fairly acceptable page load speed
- Had a low impressions rate
- Had a low Click-through-rate (CTR) and downward spiralling visitor trend
- Had poor keywords strategy and content application
- Had poor meta description application
- Had poor ALT text implementation
- Had low authority based on backlink analysis
- Did not have a SiteMap submitted
- Had SSL implemented but encountered broken links between safe and non-safe content
Step II: Prioritise urgencies and quick fixes
I prioritised the most urgent and easily resolved SEO problems which could take the website a great leap, fast. The activity list was separated into four main categories:
- Technical (speed, SSL, sitemap, image compression, update all assets)
- Content (title, keywords, ALT texts, meta, content)
- Backlinks & referrals (internal and external linking)
- Potential AdWords campaign to adjust keywords further and increase visits
In the following posts I will go into detail with the things that worked and those that didn’t and how I can help your company convert potential customers’ search engine activites into sales.