Search Engine Optimisation (SEO) is a crucial component in your digital marketing strategy. To us, it’s everything. It’s the glue that holds all the digital marketing world together. Ensuring your SEO is done to the highest standard will take your brand to new heights. Google’s crawl bots will be more likely to find your website’s content and like what it sees. This is what will improve your website’s search engine rankings and bring in larger audiences to your digital doorstep.

These are our top tips for improving your SEO.

Performing regular website crawls

Using a spider to crawl your website will highlight any errors that may be occurring within your website. There are several pieces of software to perform these crawls. At Digital Ladder, we use ScreamingFrog.

Broken pages will be displayed in the software, giving you URLs for each broken webpage. This allows you to check these and set up redirects if necessary.

A crawl will also display any missing items, including H1s, H2s, alt-text, and meta descriptions. All of these help Google’s bots to understand what your content is about and where to index it. So leaving them out is not an option. As with broken pages, the crawling software will provide you with a URL to the missing items, allowing you to update or replace them.

SEO spider crawling along blue crayon

Track your keywords and regularly analyse their performance

Keywords are one of the most crucial weapons in your armoury. You should use a platform such as SEMrush and Google Search Console to research, track and analyse keywords relevant to your business. By researching keywords surrounding your topic, you will discover popular search terms that you can use throughout your website’s content. Using popular search terms works wonders for improving your SEO and make your website more visible to search engines and users.

Using a platform to track relevant keywords lets you view their ranking on search engines. The higher your rank, the higher you’ll appear on a user’s search engine results page (SERP) for that term. When tracking your keywords, you will have the ability to view your increases and decreases across a chosen time period. This information will give you an understanding of how your chosen keywords rank. If you notice one of your keywords has suddenly dropped, you should revaluate and reoptimise some of your older content. You should also check whether Google has updated its algorithm, as that can sometimes have drastic effects on your digital performance.

By regularly reviewing your keywords, you’ll be able to see their relevance and update them accordingly. If you have a lot of unranked keywords, you should consider removing them and tracking something more relevant or specific to your site’s content. However, if you feel these terms are important, it may be the case that you need to include them more throughout your content and web pages.

Having a Google My Business account and updating it regularly

It’s simple, quick, and easy to use. Having a Google My Business account can also improve your website’s visibility in search engines. Your GMB profile will be displayed at the top of a user’s SERP when they search for your business. The information it will display will depend on the content you add to your profile.

Potential customers can look at your profile to find out your opening hours, contact information, product overviews, and even directions to your location. GMB is a great free tool that anyone can use to improve their SEO.

SEO spider crawling on leaf

Regularly updating your site with content

Relevant, cutting-edge blog content is key for any website. You should ensure your content is filled with popular search terms that surround the topics you discuss on your website. The content on your site should include or be relevant to your tracked keywords. That way, you will boost their ranking and appear on more SERPs after users enter their queries.

Having a blog page on your site also allows you to add additional information about your business and answer Google’s PAAs (People Also Ask). However, remember not to just accommodate for the bots. Real life, human user experience is just as, if not more vital. Don’t sacrifice your content’s readability for waves of keywords. For the best results, you need to strike a balance. Any content you include should be engaging, informative, and purposeful, while subtly integrating keywords and relevant search terms in a way that doesn’t feel forced.

Adding internal links connecting your blog content to your web pages will also improve your crawlability and increase the amount of time people spend on your site.

Keep an eye on algorithm changes

Google often changes its mind on what it values most within a website. Because of this, they regularly perform algorithm updates. Don’t worry if your ranking fluctuates because of this. This is normal!

After an algorithm update, you may notice some of your keywords have dramatically increased or decreased. Again, this is normal. Using SEMrush, you can look at a period overview graph and isolate the moment the algorithm was updated. It might be just a case of riding the shock wave until things settle down by themself. However, you may need to rereview your strategy and adjust your direction.

Leave your SEO to an expert

Trust the pros. SEO is an ever-expanding landscape full of jargon and technical expertise. Once you start, you quickly find yourself down a rabbit hole that you don’t have time to dig. Luckily, at Purplex, we have a team of highly skilled experts who live and breathe SEO. They have the knowledge, but more importantly, they have the passion and the energy. We’ll also use our expertise to craft a bespoke SEO strategy designed to get your business results. No more chasing dead ends. Let’s work together to shoot your brand to the top of the SERP.

SEO spider crawling

Bespoke SEO strategies across the UK

Digital Ladder are a strategic digital marketing agency ready to take on the world. For more information on how our team of SEO experts can get your business thriving on the internet, get in touch or fill out our form.