For many years, Search Engine Optimisation (SEO) has been seen as some dark art sold by racketeer salesmen with the promise to get you a number 1 spot on Google in no time. Today, thank God this viewpoint is not so relevant. The way to make SEO work for you from now forward is to think of the process as a marketing tool.
Think about what you want to achieve before starting to optimise your content, forget about running for the #1 spot – aim more to increase the visibility of your business content and proposition towards the right audience who are more likely to help you achieve your business goals.
So before you start to ask yourself, what is the purpose of your site? Is it to deliver information about your business or service to the target audience? – Is it to drive sales or leads? – Usually, there will be a number of goals for your website, not just one.
Focus on the user experience
A good SEO strategy should be one that makes life simple. The search engines should be able to find and index your content easily. But more importantly, it should be user-friendly. Some of the best practice guidelines from Google constantly states the need to focus on the user, by delivering unique and engaging content. If this sounds simple it is because it should be. However, very often the SEO strategies become muddled because everybody has an opinion.
There are thousands of blogs posted by so-called “experts” offering different viewpoints. Do not be afraid to stick to your wesite goals, and try not to deviate from these priorities. These goals should always be behind every change or pice of content on your website.
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