It’s a relatively simple formula in theory – improve your search engine position and grow your business. Yet optimising your website to improve its ranking in search engine result lists is one aspect of search engine optimisation (SEO). The second more valuable element of SEO is to skilfully optimise your website to directly increase business growth.

Skilled Search Engine Optimisation experts aim to provide more than an increase in traffic to a particular website. A significant role of SEO experts is to strategically improve website conversion rates. Therefore instead of focusing solely on increasing online traffic, SEO experts target potential consumers by tactically optimising a website so it’s easily found by a niche market.

Target your market

Increasing website traffic does not necessarily mean you’re attracting potential consumers and growing your business. Plan an SEO strategy to target your audience and increase website conversion rates to generate sales.

Planning your SEO strategy

• Business speciality
Define your business’ speciality – what sets you apart from your competitors? Your business’ core function – or speciality – should be readable in your domain name, homepages and subsequent webpages.

• Friendly user experience
Your website should be easy to navigate to allow your audience to quickly find what they’re looking for. Content should be uncluttered and relevant. Avoid over-embellishing your website for the sake of SEO – keep your editorial copy succinct and engaging. Adapt your website so it’s easy for consumers to buy products. Ensure contact details are visible and offer various methods like an email and telephone numbers.

• Create a keyword list
Learn how to compile an effective keyword list and thread them appropriately across the text in your web pages. Keywords used for SEO should provide visitors with the precise information they’re looking for when they land on your webpage.

• Measuring SEO success
There are various methods to measure SEO success depending on what type of results you’re measuring. One method is to track the number of unique visitors to your site, and from this information determine how many buy your product or register or your website. Evaluating Search Engine Optimisation success is a lengthy process as it takes time to build ‘trust’ with search engines.

• Update website content
Regular content updates are important to main high ranks in Search Engine Results. Instead of making vast changes to your website, gradually update areas of content to maintain the website’s appeal and relevance to users. Consider refreshing content at least once a week, by adding further engaging nuggets of content.

Improved Search Engine Optimisation results aren’t immediate, but after several months your rankings should advance if you’ve enabled your website to be relevant, regularly updated and user-friendly. Search engines are cautious about gathering information for Indexing and search for websites that have updated content, are user-friendly and frequently visited.

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