Best practice in the area of Search Engine Optimisation (SEO) has undergone a number of overhauls in recent years. With numerous Google algorithm updates including Panda, Penguin and Hummingbird (you’d think animal names are pulled out of a hat!), it can seem impossible to know what’s right to do in SEO these days.
As with good marketing, it’s important to get the correct foundations in place first. There are four pillars which should form the basis of any SEO activity – content, links, social and technology. Over a few upcoming posts we’ll be looking at some of these elements in more detail. We’ll also spend some time covering language specific search engines such as Yandex and Baidu.
So let’s start on the first pillar – content.
Content is very much still king for B2B. Users are often searching for specific product or technical information and if you’re posting original, relevant and quality content then you could already be at an advantage in terms of relevancy. However, optimising your website and ranking in the search engines doesn’t stop with just the copy.
Maximise visibility in web searches
The purpose of a given web page should be directly stated in all of the following areas. These key areas are also known as on-page factors.
- Title tag: A title tag is the main text that describes an online document. It is the second most important on–page SEO element (the most important being overall content), and appears in three key places: browsers, search engine results pages, and external websites. The title element of a web page is meant to be an accurate and concise description of a page’s content. This element is critical to both user experience and search engine optimisation. It creates value in three specific areas: relevancy, online browsing, and search engine results pages.
- URL: The way a URL is composed is important as it helps search engines to understand the relevancy of the webpage. For example, http://www.bbc.co.uk/news/uk-25917344 does not have the article title reducing its relevancy in a search. This (unbiased) example http://www.bdb.co.uk/2014/01/our-take-on-the-shape-of-b2b-marketing-communications-in-2014 is more relevant as the title is in the URL. Ensuring your Content Management System (CMS) allows you to edit/display the page title in the URL can also benefit the process of improving your page rank.
Make sure you include a clear description in the URL
- Image alt text: This is one of the simplest ways to aid accessibility and also SEO. The alt attribute is part of the image tag and is meant to be an alternative for non-visual browsers when they come across images – simply naming the image within the context of your content can really help.
- Links: Often overlooked, smart internal linking also plays its part in helping a user to navigate around the site and allows Google spiders to crawl the site more effectively. Best of all, links are easily implemented.
Smart internal linking benefits navigation and ranking
Getting the on-page factors right can make a big difference to your search engine ranking. However this is just the start, watch out for the next instalment which will provide off-page SEO advice.