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In today’s digital landscape, a business’s website is its virtual storefront, leveling the playing field against larger retailers. A well-optimized website not only boosts visibility through effective search engine optimization (SEO) strategies like keyword-rich titles and meta descriptions but also enhances user engagement and conversion rates. Understanding elements like link building, metadata, and effective content can transform your online presence. This guide covers essential website health checks, SEO tips, and marketing strategies to help your small business thrive in the competitive online world.
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Why a website? • On the high-street, no small business can compete with big retailers in terms of their shop window. • On the web every business, regardless of size, has the same shop window – 1 home page.
What is SEO? • SEO (Search Engine Optimisation) is the process of improving a website’s ranking within search results through a combination of on-page changes (such as creating good headings) and off-page changes (such as gaining links from third-party websites).
Metadata - Title • The title is the single most important metadata to optimise in order to improve a website’s ranking. • The title should include keywords that web users will search to find a business’ products / services. • This title is shown on the web browser tab and in the browser title bar when viewing the web page. • The title is also the main link in a search engine’s results page. • The title is often incorrectly called the title tag.
Metadata – Meta Description • The meta description does not affect a web page’s ranking. • The meta description is often used as the longer description of text that appears in the search result. • It can act as a ‘pitch’ to encourage web users to click through to the web page. • The meta description is often incorrectly called the description tag.
Metadata – Headings • Include keywords in heading elements of your web page. • Keywords that appear within heading elements have a greater effect on relevance than keywords that appear in the body text. • Heading elements are often incorrectly called heading tags.
Metadata – Alt Text • Search engines rely on finding text associated with the images to be able to determine their subjects. • Alt text is intended for human consumption. • Alt text should convey equivalent information.
Keywords • Keywords are the search terms that are related to your business • Select keywords that web users will search to find your products / services. • Include keywords in the Title of your web page. • Include keywords in the body text of your web page. • Ensure to avoid keyword stuffing as this can harm the website’s ranking.
What should my domain name be? • Something short, memorable, and easy to type. • A domain name should be chosen with a human audience in mind • Remember, exact match domain names (domain names with keywords) no longer have an influence on ranking.
Link Building • Link building is the process of gaining incoming links in order to improve ranking. • Natural links – links a website gains as a result of people just deciding to link to it. This is a slow process but are the best kind of links. • Self-created links – links to a website that the website owner can create on other websites. E.g. linking to a website in a comment posted to a blog or social network post. • Ensure not to link exchange (linking to a website in return for a link back). Creating too many of this link building technique can look suspicious and search engines can punish the website.
Empowering the individual • One-to-one marketing • Permission marketing • Segmentation • Personalisation • Relationship Marketing
Email and the Website • Build traffic • Link to relevant pages • Create bespoke landing pages • Questionnaires • Competition entry forms • Quizzes • Events • Newsletter Sign Ups
Relationship Marketing • Questionnaires • Viral • Competition • Games and Quizzes • Welcome • Birthday • Events • Newsletter
Any questions Thank you for listening
