July 27, 2020

How can we improve our company’s on-site SEO?

Introduction

Okay, so it really doesn’t matter whether you run a large business or a small business, that’s to say it’s safe to say that most businesses would benefit from improving their SEO.

This means that businesses of all sizes based here in Cardiff will be improving their organic SEO.

Within this article we are going to concentrate on how you can improve your businesses onsite search engine optimisation.

As your SEO agency might have already told you, SEO can be broadly split into one of two categories, that is offsite and onsite, an example of onsite SEO would be writing and adding a meta title to a page, and an example of offsite seo would be building a good quality backlink.

Then when Googlebot crawls and indexes this work, if the work is white hat, then it may improve your businesses seo.

Let’s now look at some of the way’s that you could improve your company’s onsite SEO here in Cardiff.

Meta descriptions and Meta titles

What are meta title’s and meta descriptions?

Well, let’s say that your looking to purchase a pair of ice skates, you know the make you want, so you are scanning your eyes down Google’s list of results, so that you can see that make, and if the retailer stocks the ice skates that you are looking for.

Then you see result number three, it has the following description:

Meta title: We stock a range of different ice hockey skates, plus we offer free delivery

Meta description: Welcome to “company name” we stock a range of different ice skates, including the following “brand name” plus we can deliver the very next day for free.

This is an example of a well written meta title and a meta description, plus it’s a good one, and why do we say that?

Well, it is likely to improve the businesses CTR (Click Through Rate)- and what does that mean?

Well, no matter how hard your digital marketing agency works, your business is always going to be just one business that’s listed in the SERP’s.

If you do not know what “SERP’s” means, well it simply means search engine results pages, so even when your marketing company gets your business onto the first page of Google, well, you still have say 10 other businesses which your company has to compete with in order to get a shopper to visit your company’s website. This is why its so important to have a well written meta title and meta description, which will state what a lot of customers are shopping for, such as a brand of a product.

So sure, the marketing agency may get your business into the number one position, yet if the result in the number 3 position says something that the shopper is looking for, then that might grab their interest.

Such as the exact product they are looking for, plus an offer such as free delivery. So, your marketing agency should spend a lot of time making sure that the meta titles, and the meta descriptions are well written.

This means if the web designers have left the space to put a meta title and meta description blank, well this is a missed opportunity. Your business here in Cardiff, or your marketing company should write the meta title and meta description, this may only take a few minutes per page, however all of the SEO work must always be white hat.

White hat- so what do we mean by that?

Well, you should write as if you are trying to encourage the shopper to visit your website, don’t just cram the meta title, and meta description with loads of different brands, or offers, as if they click on that page, and it doesn’t offer what the shopper wants, then the businesses bounce rate is likely to increase, and this could adversely affect the businesses seo over the long run.

So, do adhere to white hat seo methods.

And your marketing agency should also aim to reduce your company’s bounce rate.

What is content marketing?

Are you adding blog posts to your website, but your SEO does not seem to be improving much?

Well, here’s the thing, so many SEO agencies offer local SEO, yet they do not get the content marketing right.

What do we mean by this?

Well, some digital marketing agencies still think that if they write the content marketing to improve the businesses SEO, and not focus on offering useful information to your customers, that this will improve the businesses SEO, however Google’s algorithm is far too sophisticated for a marketing agency to be writing content marketing that is just aimed at improving where a business ranks.

Content marketing is simply written text, like this blog post.

So for example, lets say your business sells winter jackets, now if your SEO company just keeps writing articles that mention “winter jackets” and “winter coats” repeatedly, well guess what, this is not going to improve the businesses SEO.

However, if the company hires a respected digital marketing agency, like Top Space to write an article which explains the latest fashion styles when it comes to winter jackets, and which options would be best for this winter, well, this is likely to do much better.

So when writing content marketing, we always think that you should follow the following rules:

· Must be white hat

· Must be useful, so does it answer the shopper’s question?

· Must be well-written

· Should include some links to show where the information was obtained

· White hat anchor text

· Meta title and meta descriptions

· Should have a word count that exceeds 1000 words

New pages

Does your business need new main pages to be added?

So, this is a really basic question, but sometimes a business will hire a web design business, and they will offer a really cheap web design quote, but that’s on the basis that the site may only have a few pages.

But as any good SEO consultant will tell you, its important that each main service that the company offers, has its own page.

For example, lets say that your company sells bikes, you should have one page for mountain bikes, one for electric bikes, and one for say racing bikes.

This so when GoogleBot crawls and indexes that page, it can read a meta title, meta description, alt tag, content marketing, anchor text that are all written to describe that one set of products.

If you were to instead have all racing bikes, mountain bikes and electric bikes all grouped together, without any way of sorting the items, or having the bikes on their own page, then it could make the SEO company’s job harder to optimise the website for the separate terms, such as “electric bikes”.

So, for example let’s say that you run a plumbing business, we would recommend that there’s one page for the boiler repair, one for boiler replacement and another then for emergency plumbing.

Then your SEO agency can add the following to each page:

· Title

· H1-H6

· Meta title

· Meta description

· Alt tags

· Content marketing

· Internal backlinks