These highly effective SEO tips are very easy to implement.Phil Wollerman

Some of the most powerful  SEO techniques are also the easiest to action, to increase both traffic and conversions. Search Engine Optimisation much covers more than link-building and exhaustive keyword development – there’s some on-page factors that can drive targeted traffic to your website, Google+ or Facebook page, or wherever you want your potential customers to arrive – even if it’s at the end of your phone. By filtering your visitors by location and category you’ll substantially increase conversions and/or sales. You may want them to call you directly if you are in customer service, sales and/or services. Most CMS-based websites (WordPress, Joomla, etc) allow you to make these changes from your dashboard or at page level. 1. Title meta tag. If you take a look at your html code (try right click > view source on any web page in most browsers) the title meta tag will look something like this: <title>example</title> This controls the text on the browser tab or at the top of your window and should accurately describe the page content. Because of this search engines attach a great deal of importance – perhaps up to 40% – to the content of your title tagto determine what a page is about and whether it answers their searcher’s query. Google assumes that any webmaster would entitle their page correctly. We can take advantage of this in both improving the quality of our traffic and our position in SERPs (Rankings). For example, if you’re a locally-based business you can probably only service a clearly-defined location, so by putting the location first Google narrows down the target market to only those clients you can reach. You can then use a series of relevant keywords or a phrase – depending on the page in your site – from your keyword profile to further refine the users that your site link is presented to in the search results pages. Of course this tactic is as just as effective for dentists, lawyers, painters and all kinds of retailers. For instance:

<title>Wellington Lawn Mowing | Graham’s Garden Services</title>

Wellington Lawn Mowing | Graham’s Garden Services

Reading from left to right, Google tries to work out what the page is about, with words on the left having more importance – so adding your major keyword/s for that page following the location is an invaluable addition. Your brand should be added so that you cover those (often a high number of) users who search for your business by name, because you have already established your brand. The “pipe” symbol can be used as a divider (as above – it shares a key with the backslash symbol on your keyboard) to make it more human-readable. Searchers are often just looking for your phone number – see below for a quick way to deal with this.

 *Remember, each page in your site should have a different, but consistent, title.

2. The Description meta tag. In html code your description meta tag will look something like this: <description>example</description> The description tag determines what text shows below your title in the search engine results pages, or “SERPs“. The description tag also lets you pre-sort your visitors, so you don’t waste the time of those who don’t want what you have, and concentrate on refining traffic to those who are in your target market, and ready to convert or buy! Here’s the example as before, extended:

Wellington Lawn Mowing | Graham’s Garden Services

027 471 5567 | Prompt, efficient service, Great references. Lawn mowing, hedges trimmed, rubbish removal, trusted advice – call now or visit our site…

This little bit of text or snippet can be used as a “Call To Action”. A compelling description helps a user decide to click through to your site, so it’s more about good copywriting than SEO, but if you don’t put anything here, Google will scrape phrases from the site that it thinks are relevant to the search query. That’s why you’ll sometimes see half a sentence, or a broken address, etc. Better to take control of this – it is less important where in the rankings you appear than how many users actually click on your link. The example above works at a number of levels –

  • First of all, the searcher who is just looking for your phone number can see it without clicking through – not so good for building up link-juice to your site, but saves your potential client time, and brings the business direct to you. If your competitor’s not done this, you will get the call first!
  • The description also carries a number of other related keywords – these will be highlighted by Google on the results page, meaning you get more visual emphasis, and stand out from the competition.
  • We also mention references – testimonials are essential social proof and create more trust.

Try these easy changes, and then follow the increased quantity and quality of SERPs click-throughs you get using Google Analytics.   Phil Wollerman

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