The internet is a forest of information, goods and services. There is fierce competition between companies to appear on the first page of search engines, to increase their visibility. The higher the rank a website achieves in the search results, the more traffic is generated into the website. For an e-commerce site, this translates to more sales, and for sites that purely post content it increases advertising revenue.

There are two ways to increase traffic into a website: (a) Paid Search Advertising or Pay per Click (PPC) Campaigns; or (b) search engine optimisation (SEO). Professional SEO services will normally use a mix of both tactics, however this article focuses on boosting traffic by using SEO methods.

What is Search Engine Optimisation?

This is an internet marketing strategy used by websites to appear near the top of the list in search engine (usually Google) rankings. Unlike PPC campaigns, website hits that appear are referred to as “natural” or “organic”. This means the website does not pay Google to be placed in a prominent position; instead, rankings are earned through using SEO practices in Google.

By employing different optimisation techniques, websites can strive to earn their desired position. In some cases, these can be technical in nature and may require expert SEO services. However, the following are some easy tips that can be followed by anyone to help stay on top of Google rankings:

1)Focus on the Content

Having a good content base is mandatory for the success of the website. A good content base should be:

• Original, high-quality, engaging, easy to read and relevant to the services or goods on offer. The content should not be copied from other sources or websites, as this will cause the search engine to blacklist the website as “copy”;
• Ideally, a relevant mix of pictures, info graphics and videos;
• Up-to-date, fresh content that can be compiled and accumulated in a blog, which is updated every day or two. For example, writing a blog about customer queries and experiences can help customers understand the product or service better. At the same time, it can also enhance your SEO campaign in Google.

2) Find the right Keywords

A person searching for information on the internet will always start with keywords. Hence, identifying the right keywords is mandatory. The use of long-tail keywords has been proven to be very successful in achieving this goal.

A long-tail keyword would constitute several words, instead of the usual two-word keywords. For example, the keyword “web design companies in Sydney” is long-tailed, compared to the short-tailed keyword “web design Sydney”. This way, it would be possible to find niche keywords that are less competitive, giving the business the advantage of appearing higher in the search rankings for that keyword.

One way to get it right would be to think like a customer and brainstorm for the correct phrases keywords that he or she might use in their search. Another strategy would be to use tools such as Google Analytics. Looking at competitor’s websites and identifying their keywords can also be useful.

Once the keywords have been identified, these must be incorporated into the content. Note the following golden rules:

• Beware of keyword density. Do not crowd the content or blog posts with keywords. This can deter the search engine from indexing the site. Potential customers can also be discouraged from visiting the site, as the content is not reader friendly;
• Follow a recommended pattern of inserting keywords into the content such as the heading and body of the content. Ideally, placing the keyword at the beginning and end is recommended. It should not be repeated more than three times;
• Try to incorporate the keywords into the web address of the page that should be optimised or should appear in the Search Engine results.

3) Use Social Media

An increased presence of the company website on social media sites can help to:

• Increase web traffic to the website. By posting links to articles, blog posts, and other content from the company website you may be able to source new customers. Having engaging and useful content will prompt users to share the information (via social media) among colleagues, family and friends. Thus, this action creates a broader audience and possible demand for the product or service.
• Create brand awareness. By promoting the brand on social media websites, potential customers can be made aware of the product or service. Users can look up the brand name directly on Google.

Staying on the Top of the Game

Once these measures are in place, it may take a while for the website to reach the desired rank and once it does, it will not stay the same for long, as there is a lot of competition from rivals to achieve the same. It should be kept in mind that this exercise should be performed on a daily basis to maintain the position.

Google Analytics is an ideal tool to monitor the progress, analyse the visitor traffic, and understand the search keywords used by potential visitors to the website. Setting specific goals can help decide in which direction one should head with their SEO efforts in Google.

In Conclusion

In order to stay on top of the game, the following simple tricks can be applied to any website:

1) Pay close attention to the website’s content. Make sure it is current and up-to-date

2) Find the right keywords, update the content based on this

3) Use Social Media extensively to promote the website

Another fact that should be remembered is that most search engines such as Google keep updating their algorithms regularly, in order to create a better user experience. It also might be a good idea stay updated with the latest trends by subscribing to forums, blogs, video tutorials and other public platforms. Seeking the help of an expert company for SEO services can also help you to devise a long-term plan.