Website Marketing


Website Marketing: SEO and Beyond

To have the best chance of ranking well in the search engines such as Google, Yahoo and Bing and particularly if you are trying to get on to the first page you have to apply solid search engine optimisation (SEO) techniques to your website.

This can be broken down into 2 separate categories:

On-Page Optimization

On-page SEO involves making sure that you structure each website page correctly, particularly in the following areas:

  • URL Structure
  • Titles
  • Meta Descriptions
  • Headings
  • Images
  • Content
  • Sitemap

Off-Page Optimization

Once you have your on-page optimization in place the main focus then is on getting backlinks to your site. These are links pointing back to your website from other sites which are ideally related to the theme of your own site and are deemed as ‘authority’ sites by the search engines. The emphasis should also be placed on getting one-way, do follow, anchor text links.This means that you are not having to give a reciprocal link in return for the link to your site, that the link can be followed by the search engines back to your site and that you use your specific keywords for the link that is  being clicked on. For example if your keyword is ‘Dog Training’ you use these words as your clickable link rather than simply saying ‘Click Here.’

Getting backlinks to your site yourself should be part of your on-going optimization process but if you also continue to add quality content to your site you should find that people will automatically link to your site.

As part of your website marketing project it is important to embrace the Social Media tools that are now available. Interlinking your site with Facebook, Twitter, Linkedin and using Social Bookmarking sites such as Digg, Delicious, Stumbeupon, Technorati etc should all become a regular part of your daily routine when promoting your site.

Incorporate a blog into your website or even better why not build your website from the start using the WordPress blog platform. The search engines, particularly Google, love WordPress sites. Updating your blog with interesting and relevant information will help to attract traffic to your site and it shows the search engines that you are constantly adding new content.

Submit articles to article directories, create a video and place it on YouTube, set up a newsletter and a lead capture system.

There are many ways in which you can continue to improve your website marketing but if you maintain a regular and consistent program you will see a big improvement in your search engine ranking and the amount of traffic visiting your website.

If you would like help in any of the areas mentioned above please contact me.