In today’s day and age, consumers have instant access to information and everything needs to be within a couple clicks for you to grab their attention. Before you even worry about getting them to purchase something off of your website, the first step is making sure they can find you online. This post will highlight 3 of the most effective means of increasing a website’s visibility.
Search Engine Optimization, referred to as SEO, is a very powerful and cost-effective way for you to increase your online visibility. It’s important to note that SEO is a subset of marketing and is a never-ending project. There are many factors that determine how your page/website will rank in search results. One must remember that there are plenty of fish in the sea and it wouldn't be wise to spend your whole day going after one.
Here are the 3 most effective tricks to improve your website’s SEO:
1. Key words are words that your customers use to find companies in your industry. It is important to remember that you cannot possibly optimize every key word, therefore it’s important to pick a few that are likely to entice a sale. Remember to be more specific than you think, having “travel” as a key word for a local operation in Whistler, B.C., for example, isn’t an effective approach because it could pop up when someone is looking for things to do in Brazil. Steer away from engaging in bidding wars against big sites that have more capital to allocate towards adwords to capture the top key-words and focus on the secondary ones. It is also helpful to check the page rank of the competition.
Start by doing some research and building a list of the top keywords for your business, each of your offerings will likely have different keywords associated with it. Going after words that are low hanging fruit will most likely give you the biggest bang for your buck, no point in trying to capture key words that everyone is fighting over. Try and think like your customer, just because you refer to something with a certain word/phrase doesn’t mean your customers will know to search for that. As a rule of thumb, it makes sense to stay away from generic industry words. My favorite tools to help identify keywords are Google AdWords Tool, Keywordtool.IO, and Keyword Discovery.
2. Search friendly URL’s are very important in helping Google properly index your page. Make sure your different URL’s explain what the page is showcasing (ex: www.website.com/1daytour/vancouver, stay away from URL’s like: www.website.com/8283289het=22). Proper URL’s help Search engines identify what a relative page is about while simultaneously facilitating indexing. It is also important to ensure that you don’t have duplicated content on your website.
Every page should have a purpose and have unique content. If you offer the same concept for a tour with just minor variations to it, for example, 2-day vs. 3-day tours with the same description – keep that information on one page. If you have several different pages for each variation, search engines most likely will not index all of them, it will just choose one, therefore you may as well make that one page have everything you want your customers to see. If you need to have different pages then make sure you change up the content/descriptions for the new page.
3. Back links will likely be the biggest factor in your search engine rankings. What this essentially means is every website that has a link that goes back to your website (ex. an article on your company, a review site, social media, etc.) acts as a recommendation for your business. The larger the presence of the corresponding website, the greater the value of the link – New York Times would hold greater weight than a back link from your personal blog. Including keywords that match the ones on your website in the anchor of the back link also is very helpful for ranking, don’t just have them put click here.