Website optimisation UK
Optimisation of a website must:
- Provide users with relevant information.
- Maximise the Internet market for your services.
- Attract site visitors by ranking highly for pertinent keywords
- Capture their interest
- Convert this to enquiries and sales
A highly competitive business contest, in which the winner takes all!
Optimisation Strategy:
Identify your market sectors
Clearly you understand your products or services; but it's essential to clarify which markets and customers they can serve, so the website targets these. Are these markets common, complimentary or differentiated?
- Can you profile likely customer characteristics and behaviours?
- Who are your competitors, is there a particular brand loyalty?
Answering or starting to answer these questions, provides important initial clues on how a site should be structured and content written.
Keyword search phrases and associated words
For each product or service there will be a set of common search keywords used to find them. These need systematic identification, first by brainstorming, then analysing the competition and finally by search analysis, identifying popularity and natural alternatives.
Define outline structure and strategy for growth
From a clear market and customer understanding combined with knowledge of key phrase popularity, a skeleton site structure is defined. This will identify the web page hierarchy, common themes and an idea of likely number of web pages required. How should the site be launched and grown; should it start as a simple website with say five main pages coupled with inbuilt designed growth capacity as pages are written.
Design and write useful, content rich web pages
Each page targets specific market key phrases and must contain information useful to the user, not cluttered by the irrelevant. Written naturally, avoiding optimisation tricks or subterfuge, and have apt text links to further complimentary information. A most common stumbling blocks is a lack of initial content; but with thought and effort, quite the reverse can quickly be experienced. Techniques including 5w1h; and/or looking at your competition without considering plagiarism can soon provide the spark needed. The title and meta data should truly reflect the essence of each document.
Most very successful UK sites have fifty web pages at least. This at first looks quite daunting; but by planning and allocating resources it can be achieved. Apply a realistic target say one new page per week, sounds easy but as always the future tends to be mortgaged by today's concerns.
Validate design by testing each page
- Spelling and grammar
- Coding and accessibility compliance
- Browser compatibility
- Text density and prominence
Letting the world know by website promotion
- Search engine and directory submission
- Pay by click advertising
- Enlisting the support of existing customers and suppliers
- Increase website traffic with return visits
Monitoring success and optimisation
Without monitoring and recording it is difficult to make an objective judgement of success or progress. Useful enquiries generated and search engine ranking are primary measures, with website statistics providing a secondary source of information. Don't expect immediate high natural listings, these will come from our optimisation and promotion campaign. There are no success guarantees and beware of those who promise first page placement; of course this is relatively easy where there is no competition or the phrase is obscure. Even with this structured approach and well designed UK website; it's a process which requires systematic refinement to firstly achieve and then maintain high placement.
We are Knutsford Cheshire based serving all the UK, ideal for businesses in the North West, Manchester, Leeds and Liverpool.
For a friendly professional service call Philip on 01565 653330 or use our Simple Enquiry Form
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