In this video, we’ll explain why search engine optimisation is an ongoing process, and the steps you’ll need to take to reach your goals. These include discovering what words and phrases people use to search for your products or services, and improving the content on your site. And now let’s hear from Ben at Pro Dive.
When we first started doing the website we weren’t always thinking about people that weren’t in the diving industry so, you know, we didn’t necessarily always put scuba specifically in all our content and obviously google using keywords or any text works those things out and the fact we didn’t have scuba in there, really, we had to address that in order to be able to get a better ranking. We’d quickly identified that we needed to adjust our language to some of the language that customers who are new to scuba diving would be using.
Now there is no shortcut to search engine optimisation, which helps you improve your website’s visibility to people who are searching for products or services like yours.
The first step is called keyword research: discovering what words or phrases people are looking for when they are searching for products and services related to your business.
Now let’s say you have a small farm and have begun a fresh fruit and veg delivery service. Once you know what people are searching for—maybe vegetarian recipes or sustainable produce—you can optimise your content and offerings to better match what they are looking for.
That might mean posting a weekly recipe or writing a blog about life on the farm.
The work of SEO is never done, because trends come and go, users can change their behavior, and search engines evolve over time. Your job is to consider how changes will impact your site and what you need to do to continue to attract unpaid or organic traffic.
Here are 4 quick tips on how to stay up-to-date on search.
1: Learn how search engines work.
Many have blogs that offer updates on new features, algorithm changes and suggestions on how to better optimise your website.
2: Keep an eye on changes and monitor how they affect your website.
For instance, you might read that the major search engines made a change that improves users’ experience on mobile search results. If your website isn’t optimized for mobile devices, you’d probably want to update your website to be more mobile-friendly.
3: Find inspiration from other websites.
Do they offer free shipping? Are they active on social networks? Do they regularly update their website with photos? Adopt the practices that will work for your own business.
And finally, 4: Talk to your customers. They have the best insights on what content your site is missing, features that are needed, or products they are looking for. Even the way your customers describe your products can be a form of keyword research—they likely use those same terms to search.
And there you have it: the ongoing SEO process. It’s simply understanding what visitors want, creating and sharing the content they’re searching for, and being willing to change tactics when necessary.
- discovering what words or phrases people use to search for your products or services
- improving the content on your site.