Google have updated their search algorithms numerous times
since the year 2000 all to work towards their mission statement “to organize
the world’s information and make it universally accessible and useful”. The
most recent Google algorithm update – The Mobile Update aka Mobilegeddon now
favours websites that are mobile friendly and are optimised for mobile
handsets. The various updates have worked towards delivering content that is
relevant and informational to the person using the search engine and marketers
have had to adapt their digital marketing strategies to keep up with their
updates
The big need following on from all of these updates is to
optimise content on your websites and digital channels to help boost your
search engine rankings (what position your page is in an organic search).
There are various ways to do this and Google offers some
advice and tips here: http://bit.ly/1dQDvar . There
are some key things however that need to be taken into account when optimising your content for marketing and search engines.
1) Do a keyword search Recognise the search terms that potential customers
and people are using when looking for your product or service or even
information about you. These keywords are valuable to know as you can tailor
your content to include these keywords on your website.
2) Do a content audit Search for all web pages that you own and ones
that you don’t know and check to see whether or not the content contains the
keywords that you want to be searched for. If they don’t, change it. Contact
website owners and ask to have your company details updated, remove old links to
your previous websites and ensure that all the content they have about you is
correct. If the information is incorrect on your website, check you have the
right company address, you’ve removed ex-employees and any content that does
not support your keyword search terms.
3) Make sure your content is consistent across
all digital channels Google’s Digibots go through millions and
millions of web pages every day scanning the content and associated links
feeding back the content they have found about you to boost your rankings.
Simple things such as different ways of spelling a name can all affect the
search engine rankings. The best thing to do is keep things the same across all
digital channels as much as possible.
4) Develop a content plan Google loves fresh new content and its digibots
will keep coming back to your website if you update your content regularly.
Develop a simple content plan that uses consistent messaging with content on your website, but add new landing pages, add new offers and promotions,
update your events calendar or even add industry news if you don’t have
anything to say about yourself. The important thing is to keep adding new
content.
5) Consider other forms of content that can be
produced alongside what is on your website Content in all shapes and forms about you is a
good thing! Learn to love it! Develop blogs and e-books, as well as
infographics, videos, animations, white papers, research reports, use social
media, the list is literally endless and all will go towards boosting your
search engine rankings
6) Make sure website is mobile friendly As mentioned before, Googles latest update in
April 2015 now means that the search engine favours mobile friendly websites as
opposed to slower desktop designed sites. Ensure your pages are responsive in
design and optimised for a mobile first experience otherwise no matter how good
your content is it will never be as high as your competitor who has a mobile
optimised site.
For more information
as to how The Purple agency can help you optimise your contact contact
sayhello@purple.agency
Holly Waite
Holly works in the business development and marketing team, helping to drive Purple's new business strategy. She has worked with Purple for over two years and supports Purple's teams in delivering engaging experiences for our clients.