Entries Tagged 'search engine optimisation' ↓
October 14th, 2013 — Content marketing, internet marketing, search engine optimisation, seo
Is it really worth adding a META Description to your blog posts and other web content?
These tags are chunks of information about a web page that the search engines use to suss out what the page is about. There’s a lot of conflicting information about these, so this post will make the current situation clear.
These tags are not used by search engines to rank a web page. That said they are still a very important element that should be included on every blog post and page.
Why?
The search engines always show a description of the page in the search results, so why not make sure it’s something relevant?
If left blank, the search engines will pick something based on the search term used. But you always include well-written descriptions Google (and the other search engines) should use them.
Think about your own search habits. When faced with a list of websites you automatically read the tags to see which result is the most relevant to you. So if you want your web page to get the click, make sure you write a stonking tag.
How to write a good description
The following tips will help you create great descriptions:
- Write for your readers, not the search engines. Although it’s important to include keywords, don’t stuff them.
- You’re limited to about 150 characters so think carefully about what you want to say.
- If you use WordPress, use one of their SEO plugins to help you.
Think of the META Description as your 60 sales pitch. Use it to tell your reader what the page is about and how it will help them.
A well-written tag will dramatically increase your chances of getting that all-important click. So next time you write a blog post or create a new web page, think carefully about how it will help your reader and tell them in the tag.
Remember, the META Description won’t affect your ranking, but it will help drive search traffic your way.
Author: Sally Ormond, Copywriter and MD at Briar Copywriting Ltd. Follow her on Twitter and Google+
October 9th, 2013 — Google, Google algorithms, Google analytics, search engine optimisation, seo
Google has a tendency to play God – or at least that what some online marketers believe. 
A quick tweak of their algorithms can make your traffic plummet over night, but it’s not always down to the big bad search engines.
Panda and Penguin caused pandemonium for many website owners. Forums were filled with rants about how these updates were killing their businesses because their traffic vanished.
But was it really down to these little fellas?
Not necessarily.
Granted, a lot of websites took a hit when the updates happened, but not all the traffic dips can be attributed to these algorithmic changes.
Understanding if you’ve been hit by Penguin and Panda
No one wants to see his or her traffic reduce or vanish.
When this apparent dip coincides with a Google update it seems logical to point the finger in their direction. But they may not be the cause.
If you notice a dip in traffic the first place you should look is your analytics. Take a look at your traffic sources. If they have dipped across the board (i.e. Google, Yahoo and Bing), the chances are it has nothing to do with Google.
So what’s causing it?
It’s more likely to be your search engine optimisation strategy.
Sitting back isn’t an option
When you started out, you probably had a rigorous SEO strategy in place. But, as time moved on and you got busy, the strategy probably took a bit of a slide.
But you were still getting traffic and business, so all was good.
The problem with sitting back and resting on your laurels is that, every day, a new kid will appear on the block. This fresh website will be working hard on its SEO and so will stand a good chance of ranking higher that you.
As soon as your traffic starts to dip, it’s a warning sign that you need to up your game.
But relying 100% on the search engines for your traffic is a disaster waiting to happen. Which is why it’s essential to diversify your traffic.
How to diversify your traffic
If you put all your eggs into your SEO basket, things will go wrong at some point.
That’s why it’s important to spread your traffic by using:
- Facebook
- Twitter
- Google+
- YouTube
- Blogs
- Pay Per Click
- Email marketing
- Newsletters
All of these will help you drive traffic to your website without relying on the likes of Google, Yahoo or Bing.
If you want a successful online marketing strategy, make sure you diversify.
September 20th, 2013 — Link Building, search engine optimisation, seo
Organic search and search engine optimisation are a huge part of your marketing strategy. 
But how can you increase the perceived value of the content you’re producing for your readers?
Before we answer that, answer this question:
Why do you produce content?
Your answer is probably to create and attract links to your website.
Granted, that’s a big part of content generation, but do you also link away from your blog?
Before you recoil in horror, visualising your page rank slowly diminishing, outward links are important and this is why.
Useful resource
Outward links will help your readers’ understanding.
If you’re writing about a complex topic, linking out to another source that elaborates on what you’ve said will enhance your reader’s experience. Showing you are aware of the presence of other research will also enhance your reputation – you win, they win, everyone wins.
Top 10
Readers love top 10 (or how ever many examples you can come up with) resource or product lists.
It offers them a comparison of products/information that they haven’t had to research, saving them a lot of time. But on top of that, they are a great way to support your content and a solid relationship-builder with other bloggers and websites.
Crediting other research
Whatever you write, it’s important to back it up with facts and research. This will add weight and authority to your own work, increasing its value to the readers.
Plus, it shows you have read around the subject adding credibility to you as a writer.
Quotes and interviews
Extra kudos can be gained from using quotes and interviews with subject matter experts within your writing.
Using a well-known name within a particular industry will not only boost credibility, it will also attract readers, especially those that follow the expert. Plus, they may want to link to your article, so whilst you’re linking out to them, they may well link back to you.
Graphics
A lot of companies are investing in colourful infographics and other graphical elements to illustrate complex subjects.
Linking out to these will boost the understanding of your readers and present them with new and exciting information formats.
Of course, if you use another company’s work in this way it’s essential you credit the original source.
Good for SEO
You’ve probably guessed by now that all of this outward linking is good for your SEO.
Granted, inward links are still more valuable, but linking out to quality sources of information will enhance your own standing.
SEO isn’t just about attracting links to your website. All the content you produce has to be written for the user in mind. Therefore, it should always enhance their experience and ‘go that extra mile’.
By linking out to other sources, you’re not only showing your depth of knowledge, you’re also enhancing the impact you have on your reader. So don’t be afraid to link out.
Author: Sally Ormond, Copywriter and MD at Briar Copywriting Ltd. Follow her on Twitter and Google+
July 22nd, 2013 — Google, Google Penguin, Google search, Matt Cutts, search engine optimisation, seo
The final video in this Matt Cutts mini series relates to a question all online marketers want answered – what does Google have up its sleeve in terms of SEO.
This video was shot in May 2013 so it initially talks about Penguin 2.0 which has already happened, but Matt then goes on to cover other areas, such as:
- Tightening up on advertorials that violate Google’s guidelines
- Link spammers
- More sophisticated link analysis
- Hack site detection
- Identifying niche authorities
Of course, the world of SEO changes rapidly, but this short video gives a heads up to what you should be looking out for.
So, that’s the end of our mini series for now.
Thank you to Matt Cutts and his team for these great videos. They are a great help to businesses trying to get to grips with what’s happening in the fast moving world of search.
See you soon.
Sally Ormond
Copywriter @ Briar Copywriting Ltd
Follow me on Twitter and Google+
July 19th, 2013 — Google, Matt Cutts, search engine optimisation, seo
In this video Matt Cutts talks about the top 5 search engine optimisation areas where webmasters make the most mistakes.
There’s so much to think about when creating a website, it’s easy to miss something important.
This video covers areas such as:
- Crawlability
- The right words
- Compelling content
- Titles and descriptions
- Webmaster resources
Here’s what he says:
I hope that gave you a few ideas about how to improve your website.
The final video in this mini series will look at what SEO from Google has in store for online marketers.
See you soon.
Sally Ormond
Copywriter @ Briar Copywriting Ltd
Follow me on Twitter and Google+
