SEO and keyword relevance

SEO - what am i doing? The world of Marketing and Digital Communications is filled with acronyms, but what do they mean and do you really need to pay attention to them? The short answer is yes, you do need to pay attention, and the first step might just be reading this post.

Today, I’m going to take you through SEO…

So, what does the acronym stand for? SEO means search engines optimisation and it’s the method used by many digital marketers and content marketers to help improve the search rankings of your website.

How does it work?

It’s all about the ‘O’, optimsation. The key to SEO is deciding what search terms are important and relevant to you and creating content, including blogs that will be easily found by the search engines.

What do I need to do?

First, lets look at what you shouldn’t do. Don’t fill your meta description and tags with relevant search terms and stuff keywords into your website’s code. The search engines can see right through that. Now, you need to make sure that what you are saying on the page itself – the actual content is of relevance. It’s takes a bit more time, thought and effort, but it really is worth it. You need to pick a small number of keywords that your customers are most likely to use to search for your product and service online. Then you need to make sure you use those words in the text, in a relevant way and in proper sentences!

Noticed how many times I’ve used the word relevance in this post? That’s because being relevant is key! Put yourself in your customers shoes for example. You’re looking to buy a new cooker, so you type into the search bar, “cooker for sale”. If a kitchen shop has packed their meta data with words that might be picked up by the search engines but doesn’t show any of the information you’re after, you’ll get a little frustrated. Now, you see the importance of relevance don’t you?

There are a number of other tips that you can use to optimise your content for the search engines, but i’s probably best that you start with keeping your content relevant to your audience.

Meta Description: the 160 character snippet used to summarize a web page’s content. Search engines sometimes use these snippets in search results to let visitors know what a page is about before they click on it.

Meta Tags: snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, but only in the page’s code. We all know tags from blog culture, and meta tags are more or less the same thing, little content descriptors that help tell search engines what a web page is about.

This article was re-written for publication on the Kingston Chamber of Commerce blog.