Business Guide to Search Engine Optimization

Check whether your website has been indexed by Google. Use the following command – “site:yourwebsite.com.au” – on Google. If it shows results, it means your site has been indexed by Google. The results it lists are the pages of your website included in Google’s index. Getting your site indexed is the first step to top rankings.

If your site has not been indexed by Google, you can submit your site to Google as well as reputed free directories like hotfrog.com.au.

Check the permission to the search engine spiders to different folders on your site by typing “yourwebsite.com.au/robots.txt.” If you are among the 76% of the small business websites that don’t have robot definitions then visit Google Webmaster Forum and insert the code into your website

When your site has been indexed by Google, start to review the on page elements on your website. These include title tags meta-descriptions. Make sure that the words which people most frequently use to find your products or services are used in these tags in a meaningful way

If you are not sure, which keywords work best for you, check what keywords your competition are using. Also ask your prospects/customers what they would type in Google to find your products/services. To verify the actual search volumes for these keywords, use the following Keyword research tool. Make sure you select the target country to get the correct search volume

Customise your website content to naturally include these keywords in the top few lines and the last few lines of your text. Keep keyword density to 3-5%. Keyword density is number of keywords divided by number of words.

Keep your page names in line with the keywords you are targeting e.g, a page targeting the word ‘luxury resorts’ should have the word in the subdomain (e.g yourwebsite.com/luxury-resorts). Another page targeting Bali Luxury Villas should have the name yourwebsite.com/Bali-luxury-villas.

When changing page names, use a 301 redirect to give the information to the search engine.

Create inner links from pages within your site with the relevant keywords as anchor text. Anchor text is the visible, clickable part of a hyperlink

Put alt tags in images (alt tags are text describing what the image is about). Here you can include keywords where applicable and remember not to be spammy.

Provide useful content and resources on your website so that webmasters link to your site. It could be a compilation of resources which people look for, a blog providing industry insights or white papers. Tools, Calculators etc can be useful.

Install Google Analytics to monitor how much traffic your website is getting, what sources this traffic comes from, how much time do visitors spend on each page of your website and what action they perform. This information can help you make ongoing improvements to your site and improve the usage metrics