On-page Optimisation tips

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Posted on 31st March 2010 by Ashlin Bouwman in General Info

For a search engine to be effective for its users, it needs to provide results relevant to a search term. On-page optimisation is all about making sure the pages on our sites scream out loud and clear what information is contained within, and targeting the relevant search terms that our prospective customers are looking for.

Keyword Targeting

Before you can dive headlong into covering your page with the terms you think your customers are searching for, it pays to do a little research. If you run a Chinese restaurant in Subiaco you may have a fight on your hands to rank for ‘restaurant’ or ‘Perth restaurant.’ You can try to target some more specific – and less competitive – terms such as ‘Chinese restaurant Subiaco’, ‘BYO Chinese restaurant Subiaco’ etcetera. When I refer to your ‘targeted keywords’, it is this search term I’m talking about.

Title Tags

This is arguably the most important change you can make to your page.  Make sure the first few words of your page title match a phrase you are targeting, don’t waste it on your company name. Even worse is using the same title for every page on your site – it’s often overlooked but can be a massive waste of those precious title tags.

If you have access to the code on your site, the title of each page can be found between the <title></title> tags in the <head></head> section of the code.

Headers

Second in importance to the title tag is the headers you use on the page. In HTML terms, this is the text within <h1> tags down to <h2>, <h3> and so on. Headers create a structure to your page which will make it easier to read for both the search engines and your visitors. Include your targeted keywords in an <h1>, and break down the content on the page as you see fit into sections following <h2>’s and <h3>’s.

Content

Search engines love content rich sites, with lots of text for their spiders to crawl. It pays to flesh out the text on your site and slot in your targeted keywords wherever you can. Make sure the text is human readable, not just a long list of keywords, as search engines have become more adept at detecting search engine manipulation by ‘keyword stuffing.’ Make sure your content is in text and not in images or javascript popups, as the search engines will a have difficult time reading it.

External Link Anchor Text

Technically not ‘on-page optimisation’, but all the optimising in the world won’t increase your ranking if no one links to your site. The anchor text is the word or phrase in the link, eg. In the link Plumbers Perth, ‘plumbers Perth’ is the anchor text.

It is very important that you try to include your targeted keywords in links pointing to your site, as it tells the search engines what your page is all about before it visits it. You won’t always have control over the links on sites you don’t own, but try to make it a part of your link building efforts.

Improving your Google Local Listing

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Posted on 22nd March 2010 by Ashlin Bouwman in Local Search

Last week I discussed the basics of creating a decent Local Business Center listing on Google Maps. The optimising doesn’t stop there as external factors play a huge part in deciding where your listing sits in the rankings.

Firstly, including your business information on trusted directory sites is a must. Invest a little time and create free or paid listings on sites such as bloo.com.au. Google uses these trusted domains as a source of verified information, and when it sees your details repeated around the web on trusted sites it can add to your listing weight. You’ll be able to see these sources by viewing your Local Business listing and looking in the ‘web sites’ (or recently ‘more about this place’) section.

Reviews are another part of the ranking algorithm. If you take a look at the listings for a highly competitive term, you’ll see the top spots usually have a number of reviews associated with them. Encourage your customers to review your business via the Local Business Center! A number of reviews will help with your listing ranking – and don’t worry if there are a few negative ones in there, you can’t please all of the people all of the time!

Optimising for Google Local Business Centre

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Posted on 10th March 2010 by Ashlin Bouwman in Local Search

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Let’s get straight into one of the best ways to capture traffic and sales, all for free. Relatively new to Australia (at least here in WA) is the Google Local Business Centre, or the ability to list your business on Google Maps.

Typically you’d enter a search term such as ‘Hairdressers Maylands’ or ‘Restaurants in Fremantle’ and be greeted with a map of the location and three or ten businesses plotted out for you. Considering these listings appear before the organic results, and play by a different set of ranking rules – you can quite easily outrank a larger competitor who is without a Local Listing. All for free, with minimum input from yourself!

So let’s get started…

Firstly, navigate to http://www.google.com.au/local/add . You’ll need a Google account for this step so if you don’t already have one, sign up now. Trust me, you’ll need it for much more than the Local Business Centre.

The first screen asks for your basic business information, but even here there are opportunities to optimise the listing.

  • Title: Although it is against Google best practice to put anything other than your business name here, throw in a term or keyword you are targeting. For example, the Leederville Dome Café (if it exists, there’s bound to be one there) might set their title as ‘Dome Café – Coffee Leederville’. Don’t overdo it, nothing will raise the spam flag quicker than ‘Joe’s Plumbing Perth, Gasfitting Perth, Plumbers Perth’.
  • Address: Street addresses are the best here. If you run your business from home and don’t want it displayed, enter the street name only. In the past PO Boxes were a great way to hide your address and also plot your location much closer to your city centre, but both PO Boxes and proximity to the ‘centroid’ are slowly becoming less relevant.
  • Phone: Landlines are preferred, mobile numbers are acceptable. Don’t bother with your 1300 or 1800 number here, as it ranks lower and can be a roadblock when ‘claiming’ this listing.
  • Categories: Don’t be tempted to stuff keywords in here. You’ll need at least one category set by Google and up to four custom set by you, but make sure they are terms that will be searched and are relevant to your business.

The next page is where you can fill your listing with relevant content. Make sure you write an accurate description and try to get your targeted keywords in their without compromising its readability. Upload as many photos as you can, up to ten, and link to any videos about your business that you’ve uploaded to Youtube. (We’ve all had a professional video advertisement created, right? No?)

What I’ve found when creating Local Business listings for bloo customers is that content goes a long way in the rankings, and their bloo advertisements already contain all the images and info we need to create a successful listing. bloo can also produce a high definition video advertisement for your business at an extremely competitive price which you can use for this purpose, embed in your web site, or use for a television campaign.

Finally at the bottom of this page you’re given the chance to spell out the finer details of your service that didn’t fit in the ‘categories’ box. Using the ‘Service’ : ‘Description’ pairs as below, we can get a lot of relevant keywords in here. For example a beauty salon may list the following:

IPL Treatments : Yes
Day Spa : Yes
Manicures : Yes

Once again, don’t spam it but fill it up!

Next comes activating and claiming your listing. This is extremely important as an ‘unverified’ listing will have extremely poor ranking. The easiest way to do this is with a phone call, choosing this method will trigger a call to the number you’ve listed and a recording will give you a five digit pin number. Enter this alongside your listing in your Local Business Centre and you’re done!

Next week we’ll look at some of the steps you can take after your listing is live to improve its ranking.

Welcome!

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Posted on 4th March 2010 by Ashlin Bouwman in General Info

For most of us, including myself only four years ago, trying to rise through the ranks of search engines like Google or Bing is a complete mystery. You may have heard certain tips or tricks from other web site owners and marketing professionals, but how do you separate the good advice from the outdated nonsense?

This blog is here to help you, the small business or web site owner with easy to implement solutions to help your site rank better. Perhaps you’re not the person in control of your web site, or just don’t have time to learn SEO for yourself? I’ll explain the jargon of the search marketing industry to help you hire a consultant worth their salt.

In a nutshell, this is SEO for the complete beginner, from someone in exactly that position not so long ago.

Let’s get started with some of the more common industry terms: SEO, SEM, SERP.

Do any of those acronyms mean anything to you? The first one might, it’s in the title of the blog. But what exactly do they all mean? Here’s a quick breakdown:

SEO – Search Engine Optimisation

Although this term is plastered onto anything to do with search engine rankings, it actually only refers to structuring your site to be more search engine friendly. This encompasses the best practices you can implement for free, and we’ll visit this subject more in coming weeks.

SEM – Search Engine Marketing

SEM involves paying for advertising on search engines. You’ve seen these ads before, ‘Sponsored Links’, ‘Ads by Google’ and the like. This is one marketing approach where you may need the help of a professional, as a dollar spent wisely on SEM can yield fantastic results, while the same budget spent without planning can be wasted entirely. A consultant can also keep track of current trends, write and test different ad copy and constantly tweak your campaigns to ensure you get the highest return on your SEM investment.

SERP – Search Engine Result Pages

Don’t let the industry jargon confuse you, as some is quite simple. If someone says ‘SERP’ they simply mean the ‘organic’ (not paid for) result pages from Google / Bing / Yahoo etc. for a particular search term. Ranking highly in the ‘SERPs’ is what we are all aiming for.

On that note, let me also say that if your business name is ‘Joe’s Plumbing’ and you’re based in Osborne Park, ranking first for the term ‘Joe’s Plumbing’ is no victory. You want to rank highly for terms like ‘Plumbers Osborne Park’, ‘Emergency Plumbers’, you get the idea.