Lyons Leadership

As an SEO (search engine optimization) agency in Bristol, we have found many small and medium sized companies toiling to understand what is necessary to create successful on-line businesses.  Does everyone keep mentioning how the internet is the one area where business is less affected by the recession?   The aim of this article is to introduce the basics of SEO, a critical element in on-line success. Our Internet consultants have been working with Bristol SEO clients since 2007 and in sales and marketing to major businesses in London and the South of England for over 15 years..

So what exactly is SEO?

SEO is the structured improvement of pages on your website so that search engines like Google can more easily match people searching for your products and services to your website. It includes making each page accessible to search engine spiders and adding incoming links from high ranking websites.

Successful SEO results in your website rising up the page results of search engines like Google to page one, attracting new visits and generating on-line profits for your organisation.

Google and Yahoo deliver 85% of people to websites, so reaching the first few positions on page one is vital to website business.

Why SEO?

Over time, SEO is the most cost effective way of attracting visitors to your website. It does this through:

• Bringing more people to your website
• Generating leads or selling products
• Brand promotion

Gone are the days when you could launch a website on the net and expect it to be listed on page 1 within a couple of months, unless you operate in a very niche market.  Those businesses that ignore the ever increasing power of the web in today’s markets are unlikely to succeed.  Search engine optimization is critical if companies are to emerge the other side of the recession in good health.

How Do I Search Engine Optimize my Website?

The rise of websites to page one of MSN or other search results is not a random process. The largest and oldest sites tend to dominate but there are several important search engine optimization tasks that increase the chances of reaching page one. These include the following:

• Copywriting and website page creation – organise your website like a well laid out store and write persuasively.
• Research your on-line market – it is no good writing loads of content if you do not know what keyword terms people search for on the internet and how this fits with your business.   Page 1 rankings in search engines is not possible without a sound understanding of the role of keywords, which ones are best for your organization and how they relate to inbound links to your website.   Approaching SEO systematically will help search engines and people understand what your business is about and lead to higher rankings.
• Analyse Site Structure – Use website analytics to look at best performing pages and the success of website conversion tools and then improve the pages to help your visitors reach their hearts’ desire quicker.
• Link your website with others - Help search engines and people find your organisation online via other ranked websites.
• Submit your website to On-line Directories – Directories list your company like the Yellow Pages and bring traffic to your website.
• Sitemap creation – All websites need a structured sitemap – it enables the search engines read your site and increases the chances of raising it to page one when properly designed.
• SEO reporting – It may seem obvious but you should track the results of the alterations you make with web analytics such as ClickTracks so that you can evaluate your return on investment and see what works and what doesn’t!
• SEO Consultants – If you are unsure of the best way forward, get advice from an agency like this Bristol Search Engine Optimisation consultancy.

What Time Period Is Usual To Gain a Page 1 Listing?

How long is a piece of string? Apart from getting the above points right, high ranking also depends on elements over which you have little or no influence.

Factors include:

• Market competition
• The geographic area within which you operate
• Search engines change their minds on what is important as the internet develops! -
• Working relationships with your SEO provider

Expect at least 6 months to optimize a small website and if you are serious about your on-line business, consider SEO an integral part of your marketing plan.

When do I need SEO?

• Does your organization maximize the growth opportunities the internet provides?
• Does your website provide a return on investment?
• Are there new areas of internet marketing that could benefit your business or organization and can SEO help you with it?
• Is your web market share diminishing?
• Is your business changing and can you benefit from reviewing your website and on-line marketing strategies?

SEO has the power to promote your organisation in readiness for renewed confidence and economic growth through using the latest technologies to make your website stand out from the crowd and improve its productivity.