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Search Engine Optimisation on a Budget

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If you\'re not in the industry, search engine optimisation can be a bit of a minefield. So many people all tell you different things, but they generally have one thing in common, they all want to make money out of you.

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If you're not in the industry, search engine optimisation can be a bit of a minefield. So many people all tell you different things, but they generally have one thing in common, they all want to make money out of you.

You are probably already bombarded with phone calls from Companies promising to get you on page one of Google. In truth, they possibly can - but it will cost. And if the cost outweighs the business it generates then you have not really achieved anything. SEO "experts" are a bit like economists. If you speak to three of them, you will get at least four different opinions. And like economists, the only certainty is that none of them are 100% correct.

The web moves so quickly these days that you have to adapt constantly. For most SME's, paying to get a good google ranking can be prohibitively expensive. But there are a number of things that you can do which will help you generate a good google ranking -at a fraction of the price.

Domain Name

If you are just starting out - try to get a Domain name that is as relevant as possible to your business / service offering. For example, stonemasonsedinburgh.com or genuinebusinessopportunity.co.uk both make it pretty clear what they are about before you even look at the content of the site. If you can match your business name to that domain - BarbecuesRUs for example - then even better.

Content

You really need to "own" your content. Even if you have had someone else write it for you - you need to know what's in there and that it matches your business. Each page on your site must have a Title, Description and Keywords. They need to be logical, be repeated in the page content and match the service / product that you are trying to sell.

Many people believe that as the internet has moved on keywords play a much less important part these days and this is probably true. However there is certainly no downside to using them, and using them wisely.

Site Updates

If at all possible, the site must be designed so that you can make simple updates to the text yourself.

There are two reasons for this:

a. If you have to pay the designer to update the site it is going to cost you between £20 and £50.00 a time for even the smallest change.

b. SEO is a continual process. You will want to change and tweak your wording on a regular basis.

Be clear on your Objective

If you are prepared to pay, it is not too difficult to get onto page one of Google. But that should not be your sole goal. I have worked with companies who were spending in excess of £700.00 per month just to be on the first page of Google. Being there did not generate any business for them. And I mean it did not generate ANY business for them. And three months down the line they have found themselves over £2000.00 out of pocket - with no new clients.

You are in business to make a profit. To do that you need to generate sales.

So if you are going to chase rankings, you want to be well ranked for keywords that are not just relevant to your business - but are likely to be the words that potential clients / customers will use to find you. And believe it or not - the two can be poles apart. So you have to think about what words your customers would use to search for you.

Then you need to consider how many hits these words get. If they get hundreds of thousands, maybe even millions of hits - chances are all the big corporate names are using them already. If they are - then it's going to be hard to take them on with your advertising budget. Conversely - if you get relatively few hits for those words - why is that? Does it mean fewer people use those keywords or phrases?

That probably means that there is no point optimising for those keywords. Unless your product or service is wholly unique, you need to find the middle ground.

Traffic

Without traffic - the best website in the world will achieve nothing. Thankfully there is a lot that you can do - for free - to help out. Place adverts on widely used sites, and include a back link to your site. If you pick the right sites to advertise on - this can be worth its weight in gold. There are a number of fabulous blog and article sites now. Use them. Get your message out there and ALWAYS include a back link to your site.

This takes a lot of work - but it is free and it is effective. Even if you do choose to pay someone else to do this for you - it is significantly cheaper than paying for ad space and it will be much more permanent. If you do chose to outsource this process, never pay large fees up front. You should be able to pay monthly, achieving results might take time, but by paying monthly you can at least measure the performance over time and ensure that you are heading in the right direction.

Be Realistic

You need to be realistic. Unless you have the same marketing budget as Amazon you are probably not going to be able to outrank them on Google. However by using a variety of the different techniques we have looked at, you do not only improve your Google ranking naturally - you create a spider web of "adverts" across the web - which will generate increased interest and increased sales.

It can take time and effort to generate a good web presence on a budget, but it can be done, and the results can be much more effective than throwing your entire advertising budget on a one month advertising campaign.

Article Source: Websites Melbourne

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