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9 Do’s and Don’ts of SEO Explained

SEO (aka Search Engine Optimisation) should be an integral part of your digital marketing strategy. It is a process which works to drive traffic to your website via organic searches.
For many, SEO is something that they hand over to an agency due to time management reasons, but for others, SEO services aren’t quite within their budget as of yet, but they may wish to get a start on improving their organic rankings themselves.
If this is you, then here are 9 handy do’s and don’ts to help you make a start on your company’s SEO:

Checklist

Do:
1. Keep Up-to-Date
Google’s algorithms are always changing, and as result, so are all the rules that your website must follow. Your SEO has to keep up with these constant changes in order for your content to stay optimised and to rank as highly as possible on the results pages. This means, keep active on your website, and adjust things as they happen – i.e. update: contact information, product lists, staff pages, service information, achievements, company information, and whatever else you can think of – if a site is out-dated then not only will it rank lower on the search engine results pages, but potential clients may not trust the site, losing you business!

2. Monitor
You can use Google Analytics, amongst other tools, to track your keywords which will allow you to see how the changes you make to your site change the overall rankings of it, both long-term, and short. For example, you can monitor your company’s progression on the results pages throughout the duration of time in which you are developing your SEO and you should see a gradual incline curve over time. You can also use the tools to notice when a change you make to the site has an instant positive or negative effect on your rankings, and you can then adjust anything if need be.

3. Post Relevant Content Regularly
Keeping your content fresh and current will keep both Google and your readers happy. Writing a blog is a great way to ensure regular website updates which will encourage higher rankings. You can blog about both your company and your industry, which should naturally include keywords which will further help with your rankings on the search engine results pages. Not only this, but Google also registers social media posts from your company account, which further helps to boost your rankings.
Bonus Tip: As well as posting regularly, deleting old and irrelevant content may help to boost your rankings also.

4. Write Enough
The development of social media has led people to get into the habit of shortening their messages so that they are eye-catching and get straight to the point (140 characters is really not many!). However, whilst these snippets have taught us how to speak concisely, from an SEO perspective, a full explanation is a much better option. As well as this, a lot of people will still be searching for reassurance from longer content that includes everything they want to know about whichever topic all in one post. According to an article written by Snap Agency, in 2016 the average blog article should be between 2,250-2,500 words in length for optimum engagement – you can read the article on that here – obviously you don’t have to write that much, but the more the better!

5. Research, research, research!
Know your stuff! It is important to know which keywords you should target based on their current searches to get the maximum results for your business – trying to target an already flooded keyword won’t get you very far, but finding a certain niche could really benefit your business. Also, knowing what your competitors are doing with their SEO could really benefit you in the long run – you can read up on how to analyse your competitors here.

6. Ensure Your Website is Up-to-Scratch
An increasing number of people are browsing the web using mobile devices. In response to this, Google will penalise your website if it is not mobile responsive – this means that if your site does not automatically adjust to a smaller screen size (like that of a smartphone or tablet), then people will immediately click off the site and Google will rank the site lower as a result.
As for slow-loading webpages – 1) they won’t load fast enough for Google’s standards and your website will rank lower, and 2) people will click away if the site does not load in a time that suits them. To improve your website speed, you need to ensure your hosting provider can support your site and the traffic it may receive.
If you need any help or advice for your website, then do not hesitate to contact WNW Digital today.

Don’t:
7. Spam
Don’t overload your website with repetitive content and don’t try and “stuff” the keywords in. This attempt to trick the SEO system is spotted by Google extremely quickly and as a result, your website and its rankings will be penalised. This trick used to work but won’t suffice under Google’s strict algorithms anymore.
Not only will keyword “stuffing” generate lower rankings from Google, it will also be incredibly obvious to your audience – remember to write the content for the reader and not the search engine!

8. Steal entire pages worth of content
Despite basic copyright issues coming in here, if Google sees that large sections of your content have been lifted from other sites then your content just won’t rank well – original content always ranks higher than duplicates. Understandably, your content may be similar to that of your competitors, for example, but everything on your website must be unique and your content should be as original as possible.

9. Rush
Last but not least, do not rush! The most important thing to remember is that good SEO takes time. It is an ongoing process of improving your organic search listings that needs time to develop and achieve the results. If you do not have the time to develop your SEO yourself, then looking into getting support from an agency is the next route to go down.
If you would like any help or advice with your SEO – WNW Digital are happy to help. Contact WNW Digital today.

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Imogen Mills
Imogen is the Digital Marketing Intern and PA to the Managing Director at WNW Digital. She is a student at Bournemouth University undertaking a year in industry to benefit her Advertising Degree. At WNW Digital, Imogen concentrates on the marketing for the agency and blogging for clients. You can email her at imogen@wnwdigital.co.uk

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