How To Develop Effective Search Engine Rankings

  • By Chris Lunn
  • 21 Apr, 2015
We work with a variety of clients within a number of industries and we see day-in, day-out the value of ranking your website towards the top of the first page on the major search engines.  It's a game changer.

The first area to work on is identifying the keywords and phrases that are going to bring you valuable traffic.  Terms related to your brand are vital and if your website is well structured, that should be relatively straight forward, especially when combined with a location.  The terms which will make a difference for you and bring new enquiries in to the business are those related to your products or services and this is where you need to invest in resource; either internally or externally but it requires time and logic.

One way to achieve quick visibility and generate traffic is to look at paid per click advertising such as Google Adwords.  This enables you to manage a set budget and compete with other advertisers for clicks.  Whilst this is a fast and effective way to generate relevant traffic, you need to make sure you are managing it effectively.  It is VERY easy to waste lots of time and money if you don't structure your account effectively.  Whilst Google is great at bringing relevant clients in to your business, they're not perfect and we are referred to clients regularly who have simply wasted their budget on non-relevant traffic (often without knowing it).

The longer-term strategy is to boost your organic traffic (often referred to as 'free' but rarely is that the case given the efforts involved these days) via SEO (search engine optimisation).  This process is a tactical activity which takes place over a longer time frame and whilst budget is required to keep you competitive, we find that longer-term it offers fantastic resurns once you hit the top 5 rankings for your keywords.

Key to your success online is building up a good trust rating based on your authority and the on-going development of your online footprint.  It's about showing Google why you deserve the exposure and engaging the audience they deliver to you.  There are a number of key criteria that your website needs to hit from a technical point of view and the work going on around it every week is as key to your development. Social media postings and links are starting to increase in value (when done properly) and any links gained from highly ranked websites should also help your cause.

Digity handle this entire process for clients, learning from the faster paced pay-per-click campaigns and working to boost the SEO thereafter. We develop the online footprint for clients regularly and as a result, we're showing Google what they want to see - credible and relevant development of key content.  With regular testing, improvements and tactical insights we can boost visitor levels and conversion ratios which is where you'll see the benefits in your business.

If you'd like to find out more, we'd love to show you what we can do for your website .  Get in touch for a free initial audit and review.

If you have any questions, feel free to drop me an  email  ( info@digity.co.uk ) or call: 01189 100 012.

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Over the years we've supported lots of different causes as a company and I'm a big believer in experiencing new things and helping where I can. With this in mind I recently took part in a charity abseil for Emerge Poverty Free and the fundraising went well.  I know a few others who are doing similar things at the moment so I've put together a quick guide to help everyone who is about to embark on a fundraising mission.  

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  2. Tell everyone you know what you're doing via email - create a sincere email to let them know what you're doing, when and most importantly why!  Give them a link to your donation page.  I included some people I hadn't spoken to for a while and others who I flat-out thought would never sponsor me - but I figured if you don't ask, you don't get.  I was amazed by what happened!

  3. Depending what you're doing there's likely to be some training involved so keep people updated via social media (all your accounts) as to progress - with every post make sure there's a link to your donation page

  4. With every donation you receive, thank that person publicly on your social media account and if you're friends with them, tag them in (this will encourage even more support and interest from them but equally it's a subtle reminder to the other onlookers).  Definitely post a link back to your page too every time - I can't stress how important adding links continually is on social media along with great images - either of you or related to the quest!

  5. Add a banner to your email signature - you no doubt send a lot of emails so make use of it with a link back

  6. Ask certain people to sponsor you early - you need momentum for a campaign so the sooner someone starts the ball rolling the better

  7. On the day (or through the days if it's a longer challenge) get various photos and you could even do a Facebook live stream to showcase the event itself - guess what I'm going to say here?  Yes, add a link to your sponsorship page!

  8. In the days after, thank everyone for their support again and remind them why it was so important to you - with a link to your page.  Equally, tag the charity (and use any hashtags) in to all your posts throughout as you'll get extra likes and shares when you do.

Overall you get the idea - hammer home the awareness of what you're doing and you'll wear down those who are either a bit resistant or just lazy.  I set a goal of £250 for my abseil and I hit that after step 2 (inside 24 hours).  As a result of continually following the other steps I ended up generating £848 including gift aid which I was blown away by.  

It didn't take a lot of time or effort, 10 minutes a day in the fortnight before (google image searching and writing some posts) was plenty.

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