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MEMO 4.3 - A guide to maximise the technical potential of your website


MEMO 4.3 - A guide to maximise the technical potential of your website

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This is the last in a series of three articles dedicated to providing you with helpful tips and advice on maximising your web presence and digital strategy and focuses on the technical aspects of your website.

Good keywords for targeted web traffic

Good keywords (the words and phrases that Internet users type into search box of a search engine, such as Google, to find what websites that match what are looking for) are very important for every business website as they drive targeted web traffic to the business.

Generally, the more specific your keywords, the better your chances of ranking based on less competition. Long tail keywords often convert better because they catch people later in the buying/conversion cycle. A person searching for "coffee table" is probably browsing and not ready to buy. On the other hand, someone searching for "1 metre square glass coffee table" practically has their wallet out!

Remember, it is not always just about getting visitors to your site, but about getting the right kind of visitors.

How responsive website design improves your search engine optimisation (SEO)

Responsive design means you only need to create single pages for all devices. This means that you have one URL that is easy to update, optimise and therefore easy for the Google crawlers (the programs used to automatically discover and scan websites by following links from one webpage to another) to index your website pages.

Re-purposing your current website using responsive best practises means you will maintain your backlinks and focus your SEO on a single site. Therefore, when all your links are directed to one domain, it gives your site a boost in the search engine results pages (SERPs).

A single URL also has great benefit when it comes to social media as you only need to build one set of social shares. When the site is shared, wherever the link is viewed (mobile, tablet or desktop), all the content will be clear and easy to navigate.

Using Google Analytics to benefit your business

Google Analytics (a web-based platform which allows you to collect data about the visitors to your website) allows you to collect and analyse information about how the user arrived at your website, what they did whilst on your website, whether or not they converted (either a sale or enquiry) as well as offering lots of additional information about the user themselves.

The four main business benefits for using Google Analytics are:

  • marketing campaign optimisation
  • website usability improvement
  • target audience identification
  • budget allocation

Remember to regularly analyse and act on the information produced e.g. a significant increase in the number of visitors via mobile devices illustrates that a responsive or mobile website and responsive email marketing should be prioritised.

Make sure you have a good backlink profile

A good backlink (incoming links to your website from another website) profile shows search engines that your website is liked by many different people. These backlinks are important for SEO (search engine optimisation) because search engines, especially Google, will give more credit to websites that have a good number of quality backlinks. They consider these websites more relevant than other websites in their results pages for a specific search query.

Ensure that your backlink profile is regularly checked and that quality backlinks are generated on an ongoing basis. This includes listings in various specialist online directories like DMOZ (the Open Directory Project) where Google draw their data from. Websites listed in the likes of DMOZ earn a higher page rank from Google, elevating the site towards the top of the Google results.

We trust that you found this series of articles both interesting and informative. Talk to us about any aspect of your digital strategy, from responsive web development to social media management and e-marketing campaigns. For more information please contact us on 01256 370910.

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