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Creating a business website has emerged as the most urgent task for practically any organisation wanting to succeed today.
However, the truth is that a website alone isn’t always enough to drive desired results.
There’s a big difference between a website and a good website.
One of the biggest differentiators is performance; how well your website attracts, engages, and converts the most relevant audiences and customers.
There’s an almost infinite list of elements that can impact website performance. However, the one which perhaps carries the most weight is often said to be search engine optimisation, or SEO for short.
Google uses a complex algorithm to categorise and rank websites, and connect users with the most relevant businesses. SEO is about building, updating and maintaining your website with this in mind.
According to Gartner’s 2019 manufacturing report, ‘manufacturing companies must dramatically advance their digital competencies, such as improvements in SEO’ if they want to succeed today.
But, there’s a problem. According to recent reports, around 70% of small businesses still don’t have an SEO strategy. This means that their websites may be failing to achieve everything they should.
If you’re part of this 70%, don’t worry. Below, you’ll find 5 ways to optimise your site for powerful performance.
One of the biggest risks of creating a website is that your target audience won’t see it. And this can happen if you and your audience are using different keywords.
For example, many buyers today are interested in what equipment is used in manufacturing processes.
If they’re searching for ‘manufacturing equipment’, but you’re using ‘industrial equipment’, you’re missing out.
By conducting keyword research, you can easily see what users are searching for, and use this insight as the basis of your SEO strategy.
Keyword research is a good starting point for optimising your website. But keep in mind that your specific audience may be using variants of common keywords and phrases.
Rather than ‘chemical manufacturing’, they may be using ‘chemical manufacturing Yorkshire’, for example.
To generate a list of keywords that are most relevant to your business, and your audience, refer back to your buyer personas.
This can help you identify buyer needs and expectations, and optimise your keywords accordingly.
Once you have your list of keywords, you can incorporate them into relevant web pages to rank for those specific keywords in the Google results.
However, there’s a fine line between adding keywords, and keyword spamming.
Remember that your pages need to be readable by Google, and also by real people.
The good news is that there are a few different ways to optimise your web pages besides adding keywords to content and copy.
These include optimising page titles, using image ALT tags, and adding meta descriptions.
There are other ways to optimise outside of content and copywriting.
However, these are still very useful ways to promote your chosen keywords and connect with audiences searching for your services.
Understand what your audience is searching for and pick up on seasonal trends in search terms within your industry.
You can then ensure you’re publishing the right content, at the right time.
Using a blend of short-tail and long-tail keywords can help you to reach a wider pool of potential customers, too.
This is something that many businesses overlook.
But they shouldn’t. Buyers are busy. They’re on the go.
And when they identify a need, they’re not always conveniently at their desk or at home, ready to open their laptop and start looking for solutions. Increasingly, customers are using smartphones and tablet devices to find businesses, which means that optimising for mobile is a must.
Google rewards responsive websites, promoting sites that are optimised for mobile to those searching using mobile.
SEO isn’t just about getting to the top of the Google results.
For manufacturers, engineering firms, and technology companies especially, it’s about filtering through the noise. Buyers are using the web more and more to educate themselves about potential solutions, and make purchases.
Today, there’s a huge pool of buyers out there, and they’re not all going to be right for you.
By attracting and engaging relevant audiences at search engine level, you can ensure you’re driving only the most qualified leads to your site.
Fortunately, many businesses are beginning to see this. Last year, 40% of surveyed tech businesses reported that they were increasing their SEO and organic search efforts to remain competitive.
Thank you for contacting us.
We will reply to you in the next 24-48 hours.
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