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Basic SEO Techniques

Basic SEO Techniques

The Basics of Search Engine Optimisation

Got a website? Then you want to be found on Google. Ranking well is the way to increase your visibility and grow your leads. Search Engine Optimisation (SEO) is how you achieve it. Website optimisation is time consuming and needs to be consistent to produce the best results. There are, however, some basic SEO techniques that anyone can apply, that will certainly make a difference to your business’ ranking.

Imagefix has been providing SEO services to businesses large and small for over a decade. Whilst a comprehensive SEO strategy needs professional input, managing the basic SEO techniques is possible for anyone who’s willing to put the time and effort in. If you’re frustrated by your lack of visibility in the search results, work through our guide and find out what a difference SEO can make to your business.

What is Search Engine Optimisation?

A shocking 91% of web pages indexed to Google gets no traffic whatsoever , for the simple reason that they’re not optimised for search engine ranking. This offers the 9% who do optimise their sites a massive advantage when it comes to attracting traffic.

An SEO optimised site is also ‘Google-friendly’. This means that it is easy for Google to ‘read’ and understand. It is therefore more likely to be matched to online searches.

SEO is about helping search engines understand your content and place it in front of customers looking for your product or service. Optimisation of your website and content is often about making small changes which, on their own seem insignificant. When combined with a range of other SEO changes, though, they’re likely to have a real impact on both the user friendliness of your site, and your ranking in the search engines.

Basic Search Engine Optimisation For Your Business Website

Each of these basic SEO techniques can be used by businesses with no detailed knowledge of SEO.

1. Ensure That Google Finds Your Content

The best way to keep Google up to date with the existing pages on your site, and any new ones you add, is by submitting a sitemap. This is simply a file that provides an up-to-date record of the content on your site. Google uses it as a reference, which means that your pages and blogs get ranked faster than otherwise.

Find out how to create and submit a sitemap here.

Google also locates your content through links from other pages online, such as online directories, other sites linking back to yours, or social media. Having more than one way to access your content is not only good for your ranking, it also encourages more people to visit your site.

2. Help Google to Understand Your Content

There are a number of steps you take which communicate clearly to Google the topic of your page:

  1. Title. Every page on your website should have one title (H1). This has a clear function; it tells the user and the search engine what the page is about. For this reason, your title should be relevant and appear natural. You should avoid extremely long titles, or ones that are ambiguous. A good example of a title would be ‘UK Storage for Business’.
  2. Meta Description. This is a short description of the page content that appears in search results. It offers Google a clear summary of the content. Meta descriptions are descriptive, so they require a couple of sentences. If they are over 160 characters, Google tends to cut them down.

3. Optimise Your Website Content

Readable, useful, and engaging content is a major contributor to the creation of a successful website. Your visitors will know if they encounter high-quality content and they’re likely to spread the word to others. Word-of-mouth marketing, especially for local websites, is critical to the growth of the business.

Optimising your website content for organic search results is all about knowing how your customers search for your products online. Keywords are the search terms the people use when looking for goods or services. The words and phrases used are not standard or uniform. A search for walking boots for example, throws up a range of keywords including:

  • Men’s walking boots.
  • Walking boots.
  • Waterproof walking boots.
  • Best walking boots.
  • Boots made for walking.
  • Junior walking boots.
  • Women’s walking boots.
  • Comfortable walking boot.
seo audit

Having a clear knowledge of the range of keywords used, and the most popular keywords employed, helps you to create content that responds to user needs, and offers Google clear indications of the kinds of customers you are targeting.

There are a number of online resources that provide keyword variations and give you monthly volume for each one. Try Wordstream, or Ahrefs.

How to Integrate Keywords

Select relevant keywords based on your content’s theme. Integrate them naturally in titles, headings, and throughout your text. Maintain a balance; don’t overuse keywords, keeping readability in mind. Use variations of your main keywords to enhance SEO. Regularly update and refine your keyword strategy to align with changing trends. This boosts search engine visibility and helps your audience find your content easily.

4. Create Great Content

Content optimisation is, first and foremost, about knowing what will be useful and engaging for your readers, but there are also a number of other things you should bear in mind when writing your web copy:

However interesting your content, it still needs to adhere to some quality control. You readers want to enjoy their reading experience, so don’t distract them with spelling or grammar errors. They will also be looking for copy that flows and is easy to read; try reading your copy aloud before publishing as this will help to remove glitches.

Use paragraphs with clear headings to let readers know when you’re moving from one topic to the next. This allows users to skim read the page or blog in order to find the topic they’re interested in quickly and efficiently. Avoid creating large paragraphs of unorganised information for readers to make sense of themselves.

Write content that users will make users want to return for more. New content not only maintains existing readers, it will also encourage new visitors to take a look. It’s considered bad practice to use identical, or near identical copy in different places across your website. Copy and pasting content from other sites, without acknowledging the source, is also bad professional practice.

In the bad old days stuffing as many keywords as possible onto a page was practice provided by poor SEO providers. This is no longer an approach that anyone would consider, because the outcome would be a poor SEO ranking. Keywords should be used transparently and legitimately to ensure your site is accessible to search engines, without them distorting the user experience.

5. THE E-A-T Acronym

This is a foundational principle for Google, as it outlines what a good website should offer to its visitors.

  • E for Expertise. Your website should demonstrate the expertise that underpins your business. This may take the form of guest posts, explainer videos, ‘how to’ guides.
  • A for Authority. Your online authority is evidenced by backlinks from other authoritative sites back to yours. These demonstrate the respect in which your business is held.
  • T for Trustworthiness. New visitors to your site need to know they can trust you if they are to do business with you. Trust signals include good reviews, regulatory approval, ‘htpps’ showing that your site is secure.

6. Create a Mobile-Friendly Website

We’ve all clicked through to a site on our mobiles and found it impossible to use. The text sprawls of the screen and navigation is almost impossible. These are sites that haven’t been designed for mobile, and Google will avoid matching them to searches because they offer such a bad experience. Check out your site, and if you’re not happy with what you see a web designer will be able to fix the problem for you.

Most of your potential customers will be searching on their phones, so providing them with a site that loads instantly is critical. If your site loads slowly, they’ll simply bounce off to the next option. Most sites take longer than the optimum 1-2 seconds to load. Make sure that your site is optimised for fast loading to ensure click are able to click through to your content.

Want to know how mobile-friendly your website is? Try Google’s mobile-friendly test to find out.

7. Use the ‘alt’ Attribute for Images

Incorporating the “alt” attribute for website images aids both accessibility and SEO optimisation. The “alt” attribute provides alternative text descriptions for images, helping users with visual impairments who rely on screen readers. Search engines also rely on this information to understand and rank content.

To use this feature, simply include concise and descriptive text within the “alt” attribute, summarising the image content. This ensures that even if the image doesn’t load, users receive meaningful information. By prioritising inclusivity and search engine visibility through proper “alt” attribute usage, you enhance your website’s overall usability and performance.

8. Good Practice For link Building

Careful management of web links is a foundational aspect of a robust SEO strategy. The use of internal links needs be methodical, establishing a logical and hierarchical structure that helps search engines to understand the relationship of one piece of content to another. There are a number of ways links can improve both your site’s SEO and its ease-of-use for visitors:

  • External Links. Demonstrate that your site is trustworthy by taking care to link only to reputable sources.
  • Anchor Text. This is the copy that is used to link. Ensure it’s pertinent, brief, and offers the reader the information they need.
  • Links That Create Depth. Internal links help users to explore the site further and extend their understanding of the topic. They also signal to search engines the depth and relevance of the site’s content.
  • User-Friendly Links. Create a format or style for your links that allows users to recognise them. It’s helpful if the link responds to the click, so users know their action is complete.

Working With Imagefix

We know that these techniques work as they’re foundational to the work we do at Imagefix. If you feel confident to tackle SEO, you’ll find that our suggestions will make some difference to your visibility online. This won’t happen overnight, though. I can take 6-12 months for the full impact of basic SEO techniques to start improving your ranking, and driving more traffic to your site.

If you would like the support of SEO experts, the Imagefix team would be delighted to optimise your site for you. We have an excellent success rate, with 100% of our clients experiencing top ranking keywords for their sites. We can rank you for a particular geographic area and use PPC in parallel with SEO to target users who are actively searching for your product.

Want to know more about search engine optimisation for your website? Call Imagefix today to speak to one of our team – 01525 715608