3 Core Principles To Optimise A Website

When it comes to ranking a website on Google, we get asked time and time again how to do it and what’s involved. There are many factors that will help you move your website up the rankings and it involves hard work and making sure your brand or services speaks loudly and more to the point relevant to your target audience and location. In regards to our customers who are generally small to medium businesses on our pay monthly plans, these are the general rules you want to follow and we hope this makes more sense in how we want to partner with our clients going forward.

1 – Building your digital weight

This is what we call it, but we know that the more relevant information there is out there about your business (notice we said relevance – this is the buzz word here), the more hits your website will get and with it being relevant your CTR (click through rate) will be much higher. So, we need you to have social media platforms in place for your business – Facebook page, Twitter, Linkedin, Google Plus and any other more local platforms that suit your business needs such as Houzz, Checkatrade, Rated People (for trade markets). Once we have the social media all setup, we then need to blog about your business, when blogging about your business, you want to show people before and afters, new products, company news, new services, new staff – anything that promotes your business and again – keeps your website relevant. Adding news to your blog enables marketers like us to write out relevant content about your services and locations meaning more chance of keyword variations being seen.

2 – Backlinks

Google’s algorithm relies on links coming back from high pr websites to your website. So, how Google ranks the site is by getting relevant backlinks from websites Google already trusts that link back to your site thus showing Google you must have good services or news to convey. The best way to do this is to reach out to companies you may have worked with that rank well and ask them to write about an experience they had working with your company. This will provide a good relevant backlink which will help your site rank for the keywords you are pushing. Also, UK Directory sites and local sites provide the fundamental foundations of any link campaign and can be keyword focused.

3 – Onsite Optimisation

Making your site title, page title (meta titles) page descriptions (meta descriptions) around your keywords are a must. Also, making good use of keyword density in your copy such as making sure the keyword is in the first paragraph and closing paragraph and used throughout the copy (be careful to not overuse as this is classed as keyword stuffing). Where you can, it is always good to use header hierarchy such as H1 for the title then H2,H3,H4 and so on. This enables Google to read the content better and organise.

Make sure you optimise your images with alt text and make sure they image size is not causing the page to run slowly. Use videos where you can especially if embedded from Youtube as Google owns Youtube and knows video marketing is more effective than reading articles – we are in the video marketing age.

Creating a clear and concise sitemap is essential for Google to crawl the pages on your site and putting this in to a clear and easy to follow sitemap will help with the ranking process. Also, make sure robots.txt is set to allow for all pages you want to index and then go ahead and submit your website sitemap to Google Console. Google Console is a great tool for monitoring your website’s health and to see how Google is crawling your website.

There is a 4th golden rule in making sure you have a mobile optimised website, but we have covered this another article.

So, following these 3 basic core rules will be the foundations of creating a website that will, over time rank well and keep you high in the search results but also keep your business relevant. Remember the 3 core value to ranking a site:

  • 1 – Keep your site relevant to your business
  • 2 – Backlinks from higher PR websites
  • 3 – Keep your page load quick

Is Your Website Mobile Ready?

It’s written in stone – you’re site needs to be mobile friendly.

60% of search is now over mobile and you need to make sure that your website can be used across all mobile devices including iPads and tablets. With this shift in change of behaviour, Google now has two search engines in which it will rank your website, one for desktop and one mobile. If you google any keywords on mobile you will see the mobile friendly test – see image below from Search Engine Land

mobile friendly icon in mobile search results

There are many ways you can make your website mobile friendly and here are some necessities:

1 – Make Your Navigation Mobile Friendly

You will find many of the sites nowadays have 3 lines to indicate the mobile friendly version of a navigation bar, usually this will be below 990px to incorporate for iPads and tablets.

2 – Make Images and Galleries Easy To View

Make sure you images respond down for mobile and tablet and can be easily viewed from a mobile device. Usually best to work in columns and make sure you design your page around the columns.

3 – Font Sizes

You don’t want huge fonts taking up all the space so best to have your fonts right. Using the right H1,H2,H3 Tags that work across desktop and mobile is crucial for Google to pass your site in the mobile friendly test.

4 – No Flash

You don’t want flash content. Is there any more to say about this?

5 – Videos to be backed up with images

If you are using video on your desktop versions then you’ll need to back these up with images for mobile. Page loads for websites on mobile are heavy and even with 4G can make your site speed very slow. Also, iPhones and other androids may not even play the video altogether, so play it safe and back up with an image.

6 – Use RWD – (Responsive Web Design)

This is becoming more and more common in smaller sites as there is no real requirement for a separate mobile site. Making your site responsive is a simple and clear cut way to make your website mobile friendly. Also, you won’t have to maintain two websites if you have an m. version of your website.

7 – Site Speed

This follows on from point 5, you need to make sure your page loads are quick and easy for mobile networks so staying clear of heavy videos, long image galleries would be the way forward. Use things like pagination on pages with serious amounts of content.

8 – Install Google Analytics

Finally, install analytics and check out the mobile hits coming to your site. You can see the bounce rate and the most common paths coming to your site. With this information you can stay on top of your mobile site and maintain it’s health. Also, ask your developer to submit the site to webmaster tools.

uMarketeers are a national pay monthly website provider for small to medium businesses throughout the UK. If you are looking for help with your digital marketing then get in touch with us today.