Building your presence on Google

Posted
16 January 2018

By Matt Puddephat

With over 3.5 billion searches each day, Google has long been recognised as the best way to find content online.

 

It's a powerful platform for businesses because it positions your brand in front of a consumer at the precise moment they are interested in the products and services you offer.  The challenge is that if you don't make it in to the top 5 search results (the first page of results) you are significantly less likely to be found by consumers.  Indeed, according to a survey using Google Webmaster Tools, over 70% of clicks come from results on page one.

 

The competition to be on the first page is therefore fierce and giving your business the best chance to appear in those top 5 results is imperative.


At WebRelief our websites are built to make it as easy as possible for Google to find your content.  We also know that Google likes websites that view well on mobile devices which is why our websites are responsively designed so they display well on any device and any screen size.  But what else can you do to build your visibility on search engines?

 

Here are 5 handy tips to help you:


1. Identify which key search terms to optimise your website around

 

In order to be visible on Google, the first thing is to understand the search terms your customers might use to find the products and services you offer. Once you understand these search terms, you can start to optimise your website by building content to support these searches.  

 

At WebRelief, we have considerable experience in helping businesses to identify the key search terms they need to optimise their website around.  We get under the skin of who your customers are and what searches they might use to find the products and services you offer.  Using proprietary tools from Google, we can then interrogate the most popular search terms to come up with specific proposals.

 

2. Weave key search terms in to your website content

 

Once you have identified the key search terms you want to optimise your website around, the next task is to weave these terms in to your website content.  Don’t over do it as Google is smart enough to spot if you are forcing keywords in to your website to manufacture a higher position on it’s search engines.  However, do find opportunities to include keywords where it feels natural.  In addition to making sure key words are included in your website copy, also focus on the placement of these keywords ensuring where possible, they are contained in page headers and in the navigation. 

 

At WebRelief, our team of copywriters can work with you to optimise your website copy. 

 

3. Build be-spoke content to support specific customer search needs across multiple channels

 

As well as weaving key words in to your website content, you can go one step further and create content which specifically tackles your customer needs whenever they might be interested in the products and services you offer online.  For example, video content ranks highly on Google and if you host it on YouTube (owned by Google) you will increase your chances of being found in the top 5 search results so next time you think about a product description, maybe video a product demo instead.


At WebRelief, our channel strategists will look at where your content should be displayed online and how you can maximise your opportunities across those channels by making the content just right for that consumer need at that moment in time.

 

4. Blog about useful topics that relate to the products and services you offer

 

Google likes websites that regularly update their information.  Having a blog gives you an opportunity to write lots of rich content about the products and services you offer. This will help build your search visibility whilst also positioning you as an expert in your field.  Adding new blogs keeps your website fresh and provides you with reasons for visitors to return to your website.  All of which improves your search ranking which in turn, leads to more traffic.  It’s a prosperous cycle. 

 

At WebRelief, our team of copywriters are experts in writing engaging blogs that can be promoted to your customers and act as a traffic generator for your website.

 

5. Start a Google AdWords campaign

 

A great way to build visibility is to increase traffic to your website through advertising and by using Google AdWords, you can capture some valuable insights around which key words work best for your business.  The pay per click (PPC) model means you only pay when someone clicks on your advert so it can be both an effective tool for advertising and research.  Also, by advertising alongside your natural position on the search results page, you can increase your visibility and standout so you start to dominate search results pages. 

 

At WebRelief, our data and social media strategists are experts at identifying and leveraging your social media channels and managing your Google Adwords campaign.

About the author

Matt

Co-Founder, WebRelief Ltd

Matt has 15 years digital marketing experience working for some of the largest brands in the world.  Prior to Co-Founding WebRelief, Matt was on the Board of Customer Engagement Agency of the Year, Proximity London.

 

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