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SEO techniques that deliver results

Editors Note: Expert content needs an expert content writer and Yorkshire Powerhouse is pleased to publish this business advice article on Search Engine Optimisation, kindly written by a real expert in his field – Manpreet Singh from Bobble Digital.

Please consider contacting Manpreet for any aspect of digital marketing or digital strategy – just click on the advert links above or below – and please mention Yorkshire Powerhouse if you do make contact.

It’s important that you understand the three core areas that contribute towards Google reviewing, indexing and listing your site, these are covered in detail below … visible, technical and backlinks … but just remember, if you’re doing ‘something’ because you think it will ‘con’ Google then don’t: Google has seen them all and hates them all, if you only do ‘things’ with an end client in mind, you won’t stray far from the path.

1. On site essentials for SEO Techniques – visible

  • Page URL’s – the full URL will normally be your domain name with a specific page name. Make sure your page name contains your keywords but also try to eliminate any pointless information e.g. numbers or messy characters etc.
  • Page title or title tag – often shown in the tab of your browser, make it relevant.
  • Heading text – used within the page content itself.  For instance, the text title above these bullet points ‘On site essentials for SEO Techniques – visible’ contains the keyword ‘SEO Techniques‘ which is the keyword for this specific article and is being displayed with an H1 (Heading 1) tag.
  • Body text (a) – technical elements include trying to emphasise or italicise your keywords to increase their visibility.
  • Body text (b) – provide and display genuinely useful information to the end-user because if they ‘spend time’ on your page, it improves Google’s perception of the page itself.
  • Body text (c) – amount or volume of content – Google likes lots of content as this helps their systems to ‘properly’ understand what the page is about, however users generally don’t and prefer a short version!  This is a balancing act that you can only guess at, but a page with less than 300 words is generally disregarded by Google.
  • Image names should ideally contain the keyword you are targeting – often, an image taken with a smartphone would be saved as a combination of the date and time in numbers – not useful for Google, so renaming them to be keyword specific helps.
  • Alternative (Alt) text – this is descriptive text shown ‘behind’ an image and essentially allows you to describe the image – again, use your specific SEO keywords to enhance your page.
  • Links to outbound locations using keyword text – Google likes to see links as this stops a page being a dead end.  For instance, here’s a link (using keyword text) to Googles own guidance (a PDF download) on SEO techniques.
  • Links to internal content – ideally, you should be linking to other pages within your own website that contain relevant content – for instance, on the Yorkshire Powerhouse website, we provide a guide to measuring search traffic using the Google Keyword Tool.

On-site essentials for SEO Techniques – technical

  • Image alternative text tags – as mentioned above, this is something that is rarely seen by a website visitor but is a part of feeding appropriate keywords to Google.
  • Load speed – the speed it takes for your site to load forms an essential part of the user experience.  If your site takes too long to load, then this frustrates users and Google will punish you for it.  You can check your website page using the Google tool for page speed insights, but you will need the help of a web developer to put things right.
  • Social sharing tools – Google likes to see you encouraging social sharing. If you look at the bottom of this page you’ll see the links to allow you to share this page through LinkedIn and Twitter, so please do!

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Off-site essentials – backlinks from keyword relevant sites

Google awards a score to your website for each and every page on your site called a ‘page rank’.  The page rank is a score out of 10 and the higher your score, the higher you will get listed (assuming you’ve already established your keywords correctly as above).

The primary mechanism that Google uses to establish what score to award you with is based on the page rank scores of other websites that link to you. If no one is linking to you your score will be zero (essentially Google acknowledging you exist but no more).

Additionally, the Google algorithm has developed over the years to focus only on ‘keyword relevant’ links (i.e. the linking site must use similar or related keywords to your own otherwise it will ignore the link as ‘worthless’ and potentially spammy).

With this clarity, it is obviously beneficial to develop as many links back to your website as possible from related sites … but, herein lies the main problem with modern SEO as this is genuinely hard, tricky and time-consuming work. Also, bad links are seen as toxic links so too many and Google will punish you.

Other essentials elements to Google visibility

Unique content – Google wants to see unique and original content and will down grade your listing if you publish content that’s already out there on the internet … yes, Google is checking that you’re not essentially plagiarising someone else’s content!

Regular updates – A website that never grows or changes is static, everything on the internet is not!  As such, Google likes to see websites being updated and developed with new and revised content on a regular basis. Cooperate and be rewarded with an improved Google listing.

SEO is the process of educating Google about your business … but Google are busy so it takes a lot of time to get noticed – genuine organic SEO development is a long, slow, unexciting process that we should all do because of the long term rewards.

Blunt thinking on SEO Techniques from Yorkshire Powerhouse

You’ve read our article on SEO techniques – have you any questions?

Here at Yorkshire Powerhouse, we’re happy to help as much as possible – is there anything else we can do to help you, do you have any further questions or can we help introduce you to an expert – please let us know:

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