Internal Optimisation – Header Tags

A great place to start with SEO after you have decided on your keywords, is your section headers – your <h1>’s to <h6>’s. These are simple to change for even the most technology-phobic among us. When a Search Engine Robot is scanning your site it will put more emphasis on these than on the underlying copy. Therefore always try to include your keywords in your headers.

If you are lucky enough to have a copywriter to fill your site for you, always remember that although headings like “we do our best for you” may sound great and look “glossy” they are useless for SEO. A more suitable heading would be “ABC Ltd’s customer service policy is the best in Manchester” or “ABC Ltd’s customer service policy is the best in the toy making industry”. In these headings you have your company name – assuming you will want to be found under your company name – and either your location or your industry. These will more than likely be among your keywords and therefore carry more weight for a Search Engine if they appear in a section heading too.

Always use header tags. If you are building a list, the list title should be a header, if you have a table, the table label should be a header. Additionally, every page should have at least 3 sets of header tags, for example a <h1> for the page title, a <h2> for main section headings and a <h3> – <h6> for lists, image labels, table names, sub-sections and so on. Always remember to include at least one of your keywords in each of your header tags.

The Kent House development team always set up header tag templates for <h1>’s to <h6>’s as standard and they are exceptionally easy to apply in SiteManager. However, whoever your web developer, they should do the same and if they have not, challenge them on it, it is a very basic part of any website development and should not be neglected as it is a key part of SEO and a key part of any site’s look and feel!

Kent House on Facebook

Just this week Kent House has gotten its very own Facebook page!

If you want to check out any upcoming events or become a fan of Kent House, why not pay us a visit.

As the page has just been set up this week, it is looking a little bare, so check it out, post a link to your site (always good for SEO!) and add a few comments!

You may notice if you visit the page that we have an event coming up in June, we will be sending out official invitations to over the coming months and you will be able to register online using our award winning EventManager event management system. However if you want to log your interest now, just send me a quick email and I will make sure you are on the invitation list.

Search Engine Optimisation FAQs

Whenever a prospective client comes to meet with us about a new SEO Project they always have a list of questions relating to their SEO Campaign and I have compiled a list of the most popular questions below. Hopefully after reading through them you will get a better idea about the limits and the benefits of SEO and perhaps start to see how it could help you and your business.

Can search engine optimisation techniques be applied to any website?

Yes, as long as your site is not password protected as this will not let the search engine spiders collect information about your site. Poor website design and development, as well as unsuitable website technologies can also hinder the search engine spiders. As search engine optimisation is used to improve a spider’s ability to index sites more easily, this would be achieved by removing these barriers when the website is redeveloped.

Will the appearance of my website change after it has been optimised?

This will depend on the structure and coding of the site. Usually, the coding and underlying navigational structure can be improved for search engine optimisation without changing the appearance of the website.
Changes to the look of the website may only be necessary if it uses elements that cannot be replicated by the use of alternative techniques. These include elements such as frames, JavaScript navigation, Flash, dynamic content, or pages that require the user to login in order to see the content. However, in most cases, the use of alternate techniques and coding can mean that the look of your pages remain visually unchanged.

How do you know which keywords and phrases should be used?

Firstly we take a list of keywords and phrases provided by the client. As the client is an expert in their field, they often have a vast knowledge about their clients, products, services and customers, which leads to the generation of the first keywords and phrases list.
Secondly, the words and phrases are analysed and the KEI (Keyword Efficiency Index) is generated for each of them. This is a statistical score that is generated from the number of times the word or phrase is searched for, against the number of competing pages. This allows us to see which words and phrases would be best used on your site, and for which search engines it would be best for.
Thirdly, after seeing our evidence-based report advising you which keywords and phrases will be the best for you, you make the decision which ones you want to use and which ones you don’t.

What is the difference between ethical and unethical Search Engine Optimisation?

Ethical search engine optimisation involves using only high-ranking keywords and phrases that are relevant to the content of the website in order to improve its position on search engines result pages (SERPS).
Unethical search engine optimisation involves deliberately using high-ranking keywords and phrases that are unrelated to the content of the site in order to misdirect traffic to the site and artificially inflate the website’s ranking in the search results. This reduces a search engine’s ability to return relevant search results, and so many of the main search engines have identified a number of search engine optimisation techniques that are unacceptable to use on web pages. If a search engine finds that a website has used these techniques, they may impose a ranking penalty or ban the site from their index.
An ethical search engine optimisation will not involve any technique that is recognised as being unacceptable to any search engine and our company takes pride in offering the most ethical SEO services to our customers.

How quickly can you see the results from the search engine optimisation?

Unfortunately, it can take some time for search engine optimisation to generate results. It depends on a number of factors, but primarily the competitiveness of the keywords and keyphrases used in the search engine optimisation. This can be anything from under a month for uncompetitive key phrases, from 3-6 months to get into the top 30 of a large search engine, or up to a year to achieve stable first page rankings in the main search engines. On average, Google requires an extra three months to get the same results. We therefore recommend that clients who need instant website traffic initially have a “pay-per-click” advertising campaign alongside the SEO.

I have been with an SEO Company for the past year, but still have a page rank of 0 and I am not appearing anywhere near the first page on Google – why is that?

Like most web related areas, SEO has a number of unethical companies promising first page results and high page ranks in the first few months but delivering very little. This poses a huge problem for both the client and experienced SEO companies offering good results based on genuine research and hard work!
In order to combat this what we would suggest is asking your SEO company to deliver regular reports on your website’s performance for a set of targets that you set, this way you can challenge the results they are getting for you and you will soon know what type of company you are dealing with! However, be realistic in your goals and know that you are never going to be top of the search results for very competitive keywords like “toys” or “bikes”. A good SEO company will be able to target keywords that suit your company and which you have a realistic chance of doing well with.

I want to appear top of Google by next week – what can I do?

Using organic SEO, this is not going to be possible for you to achieve and do not believe anyone who tells you it is. In a situation like this when you are not willing to wait for organic SEO to take its course you should look at Pay Per Click (PPC) Advertising. This is a great way to get yourself on the first page of Search Engines overnight. People are often worried about PPC because they are not aware that you can set a daily budget for the amount of money you want to spend, this means that you will not end up with a huge bill at the end of your campaign. Instead you can monitor or get an outside company such as Kent House to monitor your campaign on a weekly basis and judge how successful it is for you and make little tweaks that can have a big impact on your results.

Five Great Things about Email Marketing

I only decided to write this entry 10 minutes ago, as I was thinking about how much I liked the system here! It is a testament to how great email marketing is that I could blast through a 5 point list in such a short time, I normally dither for much longer over this type of thing…So for what they are worth here are my thoughts.

1 – It is cheaper than traditional direct mail when done properly!

With email marketing you can send information to your whole database with no more expense than your marketing team’s time. That means, there are no printing costs, no postage costs, no hours spent stuffing envelopes…it’s a marketer’s dream!

2 – It is a great way to quickly and regularly update your customers!

This is how it used to be, you were having a sale in-store in May, so in mid-March you approached your graphic designer to design a leaflet promoting the sale. He finished the design at the start of April and you passed it over to your printer who delivered the final product in the second or third week of April. Of course you then had to do the dreaded envelope stuffing and franking to get them out the door in time to ensure your customers got them before the sale started! (I got tired just writing that!)

With the introduction of email marketing to the mix, you already have your email template ready and waiting for you so no designer needed, you don’t have to wait for a printer to do your printing and you most definitley do not have to stuff any envelopes. You still have to write the copy, which yes can be a bit of a pain, but other than that you can do the whole thing one week before your sale starts and you get the same if not a better result for less time invested, less money invested and no nasty paper cuts.

3 – You can track what links interest people most and adapt your campaigns accordingly

The problem with traditional direct mail is that unless someone picks up the phone to call you, you have no idea if they have read your leaflet or what sections captured their interest. With email marketing, providing your system has stats as part of the package you can track what links people clicked on, what ones they did not and even if they passed it on to a friend to have a look too.

4 – It is so easy to tailor your message to specific individuals or customer segments and with no added cost

Yes, digital print enables us to nicely personalise our flyers and brochures to show our customer’s name and maybe the last product they bought or their service plan but its not all that cheap is it? With email marketing you can personalise every paragraph and sentence if you feel the need and it does not cost you a penny more. Experts everywhere are tooting targeted, personalised marketing as the only thing that will save you in these risky times but not everyone has the budget to do it on paper based marketing but perhaps without realising it they do on email!

5 – Your subscriber database is easily managed and updated – without much input from you.
(Providing you are using a good service!)

With a handy sign up form on your website coupled with a nice unsubscribe link in each of your email campaigns there is nothing for you to do. Your email database manages itself…enough said!

1 bad thing about Email Marketing

In the wrong hands it can be very dangerous!!!

Access to such a speedy communication tool has huge benefits but when you send an email with six spelling errors, 3 broken links as well as some unviewable images out to your whole client base just because you can do it quickly, you have just caused massive, potentially irreparable damage to your brand. Therefore I would suggest that before exploring the wonderful world of email marketing, you have suitable controls in place to avoid this kind of disaster.

Understanding SEO and other nasty internet marketing acronyms

Before I get started let’s deal with SEO, Search Engine Optimisation. It is easy for those of us in the know to talk about SEO, SEM, PPC, CPC, keywords and so on but are we aware that there is a whole world of people out there (some of them marketers!) who do not talk in acronyms, do not understand them and do not therefore understand us?!
As a marketer, I am always keen to ensure my message is being understood so for my first few blog entries I am going to do a basic jargon buster and SEO breakdown to help people understand the ABCs and 123s of SEO and other internet marketing abbreviations and terms. Of course I’m not going to make you an expert in a few short articles but perhaps in future it will save you from being “acronym-ed out” of high-brow marketing conversations!

The Internet Marketing Jargon Buster

SEO        Search Engine Optimisation

The act of “optimising” your website so that it appears higher in search engine results for your chosen keywords. In its most basic form, this involves working with your website to improve content, architecture, labelling and ease of navigation as well as getting some relevant inbound links to your site. It can also include the length of time your website has been in existence for, your page rank and your hosting provider. Search Engine Optimisation does not occur overnight but can take from 3 to 6 months to see any improvement – but it is well worth the effort!

PPC        Pay Per Click

Pay Per Click advertising is a fantastic way to achieve 1st page Search Engine results overnight. Things I love about PPC include the ability to set a campaign budget, set maximum cost per click values and how trackable it is! Most of the major search engines offer this service from Google’s AdWords to Yahoo!’s Search Marketing to Microsoft’s adCentre.

CPC        Cost Per Click

Cost Per Click is a PPC Advertising term and basically means the amount of money it will cost or does cost you when someone clicks on your advert. With most PPC Advertisers you can set the maximum amount of money you are prepared to spend for a click for each of your keywords (yet another reason I love PPC Advertising!).

SEM        Search Engine Marketing

This term covers both SEO and PPC and deals with any marketing activity involved with improving your position in the Search Engines. It is also worth noting that some people are only referring to PPC Campaigns when they talk about this.

Keywords

I guess I am now as guilty as everyone else, I have used this term several times already and you may not know what I’m talking about – sorry! There must be some words and phrases that you want to be found under when a searcher searches – very simply put, they are your keywords. They may include your business name, your main product and service and some other details about you such as “books – next day delivery”. Before you start optimising your site you need to come up with a list of keywords and then work your optimisation strategy around these words and phrases.

Impressions

Everyday millions of searches are done online, each time someone searches for a keyword you have included in a PPC Campaign and it is shown on the search results page that is an impression – you should not be charged in PPC for impressions just for Clicks. Impressions are also a measurement used by online publishers who sell advertising space on their site for example www.thesundaytimes.com. They will sell advertising space – banners, skyscrapers and buttons – based on the number of impressions your advert will get.

CTR    Click Through Rate(s)

Leading nicely on from impressions… Click Through Rates take the number of clicks your advert has had and express it as a percentage of the number of impressions your advert has had. CTRs can sometimes look depressingly low but it is very dependant upon what the nature of your business is and also how much competition there is in your area.

These are the basic terms used in internet marketing but I will delve deeper into each topic as 2009 progresses. If you have any questions on SEO or would like me to do an article on any particular marketing subject send me a quick email to yvonne.conway@kenthouse.com and I will be happy to oblige!

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