1) Website creation, ensure you build your website for search engines and readers, both have equal priority as without one of them your digital marketing is flawed before it even begins.
2) When you pick your domain name ensure that it is relevant and also catchy, you have two different routes to pursue. You can choose the more SEO focused exact match domain – this is why you see so many companies with names like “Removals London” or my preferred route of a brand like Yola or Wufoo, the words mean nothing but are easily advertised and can stick in a consumers mind longer. It is worth noting that having an exact match domain is becoming less of a ranking factor in Google’s latest revisions of its algorithm.
3) Optimise all pages of your website, by doing this you are roadmapping Google to understand the content on your site, so make sure you keep all the page titles, subdomains and content on subject.
4) Pick just a handful of keywords – far too often do companies pick hundreds of keywords to optimise for this can be challenging and take away focus on your niche. in the future keywords will go out of trend and replaced with long tail search queries. The evolution of people searching has gone from people asking questions to engines like “Ask Jeeves` to searchers just typing in the minimum amount of words. Previously we covered how the three most popular search terms for accountants are: (In order of popularity)
Accountants in (location)
5) What keywords to select is often a tricky one, I would always suggest to start local and work out region by region. Some great tools to help you find your keywords are on offer from Google themselves, in the process you will be able to find out how competitive a keyphrase is just so you know what you are getting yourself in for.
Adwords can check hundreds keyphrases and provide you with its monthly search volume, once you have your keywords then you are can use a rough and ready equation to figure out what kind of traffic you can expect from a succesful campaign.
The following works as a good indicator on many sites that I have seen optimised and ranking:
If you had 500 people searching for a phrase then straight away you can eliminate up to 30% and declare them as bots, spammers, sales people and marketeers which knocks the total down by 150.
The 350 other searches may be looking for a company just like yours but not at the buying state of mind you want them to be in which would allow them to pick up the phone or send you an email. However the sites that I have seen in the professional service industry would typically would see 100 visits turn into a new client, this is in accountancy but this trend also appears over many sectors.
7) Think social media – the amount of people talking about you, sharing your content and favoriting your tweets will become more of a prominent factor in where your company ranks on search engines like Google. Social signals work as fantastic signal to Google that your content is good and worthy of ranking online. Social media accounts you should look at creating include:
8) Blogging – the importance of blogging is very important, it was recently announced that 80% of internet browsers read at least one blog per day. That is alot of people, therfore get your content out on blogging sites, create your own blogs on your expertise and share your experiences.This is a good Google compliant way of producing quality backlinks. The best part is the link between social media and blogging, which one good article could be shared to thousands of people.
9) Knowing what Google category you fall under is important to the overall build of your website, if you fall in under heating contractor you may appear on Google places for search terms like “Plumbers” Use this handy website to find out your Google category and synonyms for that category for use with keywords. Once you have found it then keep note as you will need this information for when your website goes live. When the site is live you will be able to use it to register your company using `Google places for business`.
10) Research your competitors websites using the keywords you have selected. This is a devious technique but a good one at spotting your best backlinks. Use a free tool like majesticseo to drill into your competitors websites and see what websites they have linking to them.
By now you should have all the preperation out the way so you can start building your website for search engines and browsers. Now you need to use all of the above and start thinking about this during site construction, naming images, tags, categories, page titles and alt text all have a key role to play in telling Google and search engines exactly what services you offer and what type of company you are.