Search remains key to the success of any website. Get on the front page of Google search results for the key search terms for your business, and things start to fall into place. But there’s a lot of nonsense spoken about it by those selling search engine optimisation services (SEO).
The truth is that when you, or your developers, are building your company website, if you keep an eye on these issues, you won’t go far wrong. And if this seems a bit techy, then use it as a cheat sheet to keep your web builders on their toes.
The things you need to think about to keep your website visible in search are:
Content is king. It signals a page’s relevance to crawlers (the term given to the process by which Google investigates your page), allowing them to understand what the site is about and what keywords it should be ranking for in search engine results pages (SERPs). Unique body copy for every page is essential.
The speed and weight of a site can impact heavily on the quality of experience for users and crawlers. Search engine crawlers won’t have time to crawl an entire site if it’s slow, limiting its performance in SERPs and scoring it badly for user experience.
You want crawlers to be able to reach all of your pages and gain as much context from the content as possible, in order to position it well in SERPs. Maximising their efficiency when crawling your site is crucial.
See also: The step-by-step guide to making Google love your school website
Search engine crawlers increasingly attempt to recreate human user behaviour when assessing websites. In order to rank well, sites need to demonstrate logical and engaging usability.
Inbound links are still one of the dominant SEO factors influencing a website’s rankings. The quantity and quality of these links are equally significant and can help provide a good idea of your site’s SEO performance.
An initial look at where your site is currently ranking for keywords/themes found on your website and in its industry space.
Get all those right, and you’re well on the way.