| Ranking high in Google's search results can have a | | | | An important tip is to also include these keywords in |
| phenomenal impact on the success of your business. | | | | your HTML "title tag". Use your content management |
| You can either engage the expertise of a Search | | | | system to make these changes yourself, or perhaps |
| Engine Optimisation company, or if you have the | | | | ask your web developer to do it if you're unsure |
| time, there are some changes you can make to your | | | | how. |
| website yourself. | | | | Once you have fine-tuned your home page, consider |
| Step 1: Keyword Research | | | | adding new content, such as detailed descriptions of |
| What keywords do you think your customers would | | | | what you offer, FAQs and informative articles about |
| type in to search for your products or services? A | | | | your products and services. (If you don't want to |
| keyword can be one word (e.g. "optimisation"), but | | | | write these yourself, they can be located for free on |
| multiple keywords or keyword phrases are usually | | | | the internet - do a search for "articles directory"). |
| preferred, because they are more specific and more | | | | It's also good to bear in mind that search engines can |
| likely to be what your customers are looking for (eg. | | | | only read text, not pictures. Often web developers |
| " Search Engine Optimisation Australia"). | | | | embed words in images to look better for website |
| Write down as many as you can think of. Brainstorm | | | | visitors or use Flash for animation, but this is a major |
| with your team. Think of alternative words. Consider | | | | impediment to search engines. |
| geographical phrases if they are important to your | | | | Step 3: Linking |
| customer (e.g. "house cleaning Hornsby"). Also, get | | | | Each link from another website to your website (not |
| some ideas from your competitors' websites. Try to | | | | from your website) is considered by search engines |
| make a list of 20-30 keyword phrases. | | | | as a vote of popularity for your business and will |
| Choose the two keyword phrases you think would | | | | improve your rankings. |
| be searched for the most. But also remember, the | | | | But it is the quality, not quantity, of the links that is |
| more competition there is for a keyword, the harder | | | | crucial. The other websites should be relevant to |
| it is to achieve top rankings. If you want to rank high | | | | your industry, and preferably highly regarded |
| in Google for the keyword "insurance", you have a | | | | themselves. Ten quality links count far more than 500 |
| very long journey ahead. So try your best to select | | | | links from arbitrary websites. In the same way your |
| two keyword phrases that are the most relevant to | | | | personal business network can have a significant |
| you business but that are not vague nor competitive. | | | | impact on the success of your business, so too the |
| It's a good idea to have 2 or 3 words in each phrase | | | | online network you build on the internet. |
| (e.g. "wedding catering services") | | | | Brainstorm all the relevant websites that could link to |
| Once you've selected your two best keyword | | | | you, such as non-competing companies, and industry |
| phrases the next step shows you how to make | | | | bodies and organisations. Write a friendly email to |
| some improvements to your home page. | | | | each describing the benefit their visitors would get in |
| Step 2: Web Copy | | | | knowing about your business, and request them to |
| Web copy refers to all the words or text on your | | | | create a link to your website. Most people will not |
| website. Because content is king in the world of | | | | respond first time round, so a follow-up phone call is |
| search engines, your keyword phrases need to be | | | | usually required. |
| placed strategically on your webpage to convince | | | | How do I monitor my results? |
| Google that your content is highly relevant to those | | | | Monitor your rankings in Google over the next few |
| keywords. The more prominent they are, the better. | | | | months by typing your chosen keywords into the |
| (Keep in mind that as important as search engines | | | | search box, and recording your ranking. Also look at |
| are, customers come first, so make sure your copy | | | | your hosting reports to understand what search |
| also reads well.) | | | | terms your visitors are using to find your website. |
| Here's how you can increase each keyword's | | | | The above process can be also be repeated for each |
| prominence: | | | | page of your website. Remember to keep updating |
| - Place your keywords in headings, preferably at the | | | | your content, and continually increase the number of |
| beginning of the heading; | | | | links to your website. |
| - Include keywords towards the top of the page; | | | | As you see your rankings climb you should see a |
| - Bold or italicise keywords where appropriate; | | | | corresponding increase in web traffic and a |
| - Instead of having a link to another page that says | | | | substantial increase in sales enquiries. Be sure to |
| "Click here to read more ", reword it to include your | | | | record the source of your customer enquiries, so you |
| keywords, e.g. "Read more about our seo | | | | can measure the success of your marketing efforts. |
| copywriting Services". | | | | Remember, if you measure it, you can improve it. |