Table of contents:

• Build your new website
• Advice on page structure
• How to write and create search engine-optimised content marketing (Google EEAT)
• How to implement on-page SEO
• How to obtain high-quality and relevant backlinks
• How to set up a Google Business profile
• Why it’s essential to set up a Google Search Console and Google Analytics profile
  How to monitor results

SEO, the name of the game, is to get as many organic visitors as possible who are interested in your products or the services you sell. This sounds straightforward in theory; however, there’s a lot to learn before you start implementing SEO.

For example, even a page on a website shouldn’t be considered just another page. It’s instead an opportunity to showcase your business as the best and experts at what you do (Google EEAT).

First things first, you have to design a website.
Now, we know this sounds like self-evident advice, and one of the first things you must do is have a well-designed website built.
This sounds like self-evident advice, yet many businesses opt for basic websites that significantly reduce their chances of ranking on page one of Google due to their design.
For example, the website could have a lot of content and thin pages; the website could be slow, and it could be entirely comprised of duplicate content marketing. The list goes on, but if the website is poorly constructed, then it’s like starting a race with the handbrake still stuck on – that is to say, you’re put at a disadvantage before you’ve even passed the start line.
Choose a good CMS
I would recommend grabbing a coffee and having a chat with your website designers to determine which CMS would best suit your business.
We like WordPress, and for the vast majority of our clients, we recommend WordPress websites. So, consider whether you would like a WordPress website for your business.

 

Security

You need to secure your website with an SSL certificate. This will offer HTTPS, providing shoppers on your website with an additional layer of security.

 

Responsive design

Let’s say you are at your website designer’s; what you shouldn’t let happen is that they prioritise the design of your company website, in terms of the desktop version, while not spending as much time on the mobile version.

As any top digital marketing agency will tell you, in most business sectors, in the city of Bristol, roughly half or above of the website’s organic traffic will come via a smartphone or tablet. This is why we say that you must ensure your website designers also focus on mobile design.
The UX must be well-designed and simple to use, and the company website’s load times on a smartphone must be fast.

Keywords

We highly recommend using Moz, SEMrush, or another SEO tool, such as Majestic, to help your company build backlinks and conduct keyword research.

Using these tools, along with Google Search Console, you can begin to understand the search volume for a keyword.
For example, if you sell luxury dog food, and one term, such as ‘luxury organic dog food,’ is obtaining a much higher search volume.

Naturally, you will want to focus your SEO efforts on that to attract more customers.

However, there is also something called keyword difficulty, which SEO companies use to gauge the difficulty of ranking on the first page of Google. For example, an SEO business is likely to examine backlinks, keyword difficulty, and website design before offering a quote to that business.

For example, if a business has, say, 7k per month to rank on Google for car insurance terms, this sounds like a lot of money, but in that industry, it’s a drop in the ocean.

Therefore, the marketing company must gain an appreciation of keyword difficulty in terms of how hard it will be to get their client on page one of Google for that term. One of the ways many agencies achieve this is by utilising various SEO tools, which provide an understanding of the keyword difficulty of a particular keyword.

Pages

Now, this sounds like fundamental advice, but you would be surprised to learn how many businesses still benefit from it.

So, let’s say that you are still in the planning stage of having your website built, yet this still applies to an established website because, of course, you can add more pages.

Now, here’s the thing: you want each leading service or product to have its page. Before adding pages or modifying existing ones, consider consulting with an SEO expert first. If you change the URL structure and URL extension, you can cause significant disruption to your business’s SEO.

Before adding new pages, modifying existing ones, or changing URL extensions, consult with an expert first.
However, to appear on the first page of Google, you need to have a well-structured page. You need to have a good page layout so that you can optimise each distinct service or group of products individually. For example, if you sell electrical items, you will want to optimise kitchen blenders separately from what you would say televisions.

Therefore, a well-structured page is essential. Also, remember to ask your search engine optimisation company to upload an XML sitemap; this will help ensure that Googlebot can crawl and index the pages and new pages you might have added to your company website.

Create good quality content marketing.

So, when you walk into any SEO company’s office and ask them, what is one of the most important and key areas that SEO consultants should focus their time on? Now, most businesses will advise focusing on publishing high-quality content marketing, such as main pages and blog posts. Every page should have a high Google EEAT score. Also, the written work should be as helpful as possible.
Ever since Google rolled out the Google Helpful Content Marketing Update, it’s more important than ever for businesses in Bristol to focus on publishing helpful blog posts. For example, which questions are your customers asking? Then, collaborate with the most knowledgeable individuals within your company to create informative guides, such as blog posts.

Let’s give you an example.

Let’s say you run a solicitor’s practice in Harbourside in the Bristol area. Let’s say that if you focus on employment law, then you should write guides to answering employment law questions. For example, there might be a topic of conversation that’s gaining a lot of readers on, say, the BBC, related to a company closing.

You may want to write an article about employee rights when a company goes bankrupt. If the article is well-written and has a very high Google EEAT score, it may rank on the first page of Google, where you can gain more customers.

What does EEAT mean?

Before you begin writing your main pages or blog posts for your website, you and your copywriters should be familiar with Google EEAT. This was a significant update that Google made their algorithms. For example, when writing content marketing, the author needs to demonstrate expertise and experience and work on enhancing the authority and trustworthiness of the page. In short, the work needs to be written by an expert.

Then, you need to work hard, build links, and also improve your business’s trustworthiness by securing mentions and links on high-quality websites. Additionally, if your business receives numerous positive customer reviews on websites such as Trustpilot and Google Business

Profile, this can help enhance the company’s trustworthiness.
Additionally, ensure that your company’s NAP (Name, Address, and Phone) details are accurately displayed on your website.

Use H1 through to H6 tags

Ensure that you use H1 through H6 tags, as these are helpful for two main reasons. They help readers skim and quickly find the part of the page they are interested in reading about. For example, if you’re discussing lawn care, the reader might want to skip to the section on how to eliminate weeds from their garden.

However, h1 through h6 tags serve a different purpose; Googlebot uses these to understand exactly what a page is about. Let’s say you have written a mammoth article, over 7,000 words, so you’ve created an evergreen piece of content marketing.
Therefore, by adding the H1 through to the H6 tags, you’re helping Googlebot understand what that page is about.

Links (external and internal)

Then, we move on to links. Now, as we write this article about providing SEO advice to businesses with a brand-new website, you must consider link velocity. Especially your website is new.

Now, link velocity essentially means you don’t want to build too many links too quickly.

When it comes to link building, you want to build links slowly over a long period. Additionally, every single backlink that your business or appointed SEO agency builds needs to be of high quality. It needs to come from a website, such as the BBC, that has a very high domain authority.

This, in turn, will help your business enhance the authoritativeness of your website by having backlinks pointing to it from other reputable companies.

Again, we must clarify that the only links you want are high-quality backlinks from reputable businesses. Every link you build must have a high DA, and the links must be relevant. For example, if you run a golf shop in Clifton, the backlinks you make must come from relevant websites, such as those in the sports industry.

Internal links and anchor text

It’s essential that your company website, whether it’s a brochure website or an e-commerce website, uses internal links.
What internal links can do, when used well, is help shoppers navigate your website more effectively. For example, a customer may visit a blog post, read it, and then browse several products that your business offers.

What the internal links have, therefore, done is help customers find the products they may be interested in purchasing.

This improves the dwell time for the website, as well as reduces the bounce rate.

This is beneficial for SEO purposes because a website with a significantly higher dwell time indicates that the customer, the shopper, is interested in the products or services that you sell. If you are wondering what the bounce rate and dwell time (also known as time on page) are, you should set up a Google Analytics account. This is a piece of cake to do; however, to ensure it is set up accurately, please ask your web developer to set up the Google Analytics code for you.

Therefore, this can help you understand whether visitors are spending a long time reading your work or if they are leaving after just a few seconds.

Google places businesses at the top of its results, which have high engagement, resulting in a very low bounce rate and a high dwell time.

This is why the content marketing on your website needs to be of such high quality: when you offer helpful and well-written advice, shoppers will spend more time on your website.

 

Alt text

When adding pictures of your products, make sure to optimise your business’s alt text.

For example, if the product is a Nike trainer, label the alt text as ‘Nike trainer’ plus the type of running trainer it is. This will help Google understand the products you are selling on that page. So, when Googlebot crawls and indexes that product, Google will recognise it as a Nike trainer.

 

Set up a Google Analytics account.

We recommend setting up Google Analytics as soon as your company website is live and also establishing a Google Search Console account. These can be set up as soon as your website is live and can be crawled and indexed by Google.

SEO agencies, such as Digital Tailors, utilise both Google Analytics and Google Search Console extensively, as they provide valuable and crucial insights into how well we are improving our clients’ search engine optimisation.