Some websites feature terrible content. This is a fact. Ludicrous levels of spam, too many shoe-horned links, or just a simple failure to define the site’s purpose in coherent terms can all turn users – and potential customers – away within seconds. To be truly effective, your content needs to avoid these flaws. To aid your SEO campaign, your site does not have to feature the best content ever written, but you should make sure it’s clear, concise and informative enough to hook the reader and convince them to stay.

Now, this is not about spending hours poring over every single word and full stop. But you should be aware of how your visitors and customers will view your content. They will certainly not appreciate obvious keyword cramming, nor will they enjoy poor punctuation, bad grammar or constant misspellings. The occasional mistake may go unnoticed – everyone makes them, remember – but a complete failure to construct good content could be costly.

You also need to ensure the tone of your writing suits the image you are trying to create. If you want to appear serious and focused, or if your company is related to a sensitive subject (such as undertakers, health care, bankruptcy) then it’s probably best to leave out that racy joke you heard recently. However, if you want to inject some appropriate humour or wit into your content, go for it. If you have something which sets you apart from your competitors, then people will be much more likely to remember you. And if you can put a smile on their face, even better.

But what if the last time you wrote anything longer or more complex than a Tweet was back in your school days? Don’t panic. Professional search marketing firms can provide copywriting services which will enhance the quality of your content for readers and search engine optimisation purposes. By outsourcing your content, you can trust experienced writers to create copy which suits your site’s style and is clear, coherent and optimised for SEO.

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It is important not to worry about making changes to adapt and evolve your strategy.  If something you have implemented hasn’t worked, or you think could be improved on, then make changes.  The internet and search specifically is constantly growing and changing.  So, if something that has happened hasn’t worked, it shouldn’t be thought of a mistake.  More that the set of circumstances in which your idea was applied wasn’t correct for it to fully succeed.  Okay, so maybe that sounds like a bit of a cop out, but the search engines can be fickle beasts and finding a routine that gets you a guaranteed place at the top of the SERPs time after time is the Holy Grail for SEO professionals – and nobodies found it just yet.

However, through close analysis and the prioritisation of the correct elements of your campaign, you can achieve results.  They might not always secure you the coveted number one slot on the Google search rankings, but if you can improve your listing positions by even a few places then your search marketing drive should be considered a success.

Deciding on whether to embark on an SEO campaign can be a difficult decision.  It can mean months of hard work – promoting your website on blogs and over social networks, ensuring that you are consistently optimising keyword usage by having them in the best locations and trying to keep pace with the search engines so you don’t drop places.  Nevertheless, SEO implementation can help you fully achieve your online potential.  This might mean having more users read your newsletter, subscribe to your blog or buy a product from you.  Either way, the internet is biggest marketing place in the world, and improving your visibility in that market really must be considered.

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Links are so important because they are the main way the search engines interpret which sites will rank higher in the search engine results pages after  all the relevant content and keyword use has been taken into account.  Links are votes or citations for your website.  If someone likes a product, the service you have offered or something you have written then they can share that by putting a link to it on their website.  This acts as a notification for the search engine spiders crawling the internet that your webpage has been vouched for – and the more authoritative the source sharing the link, the more that link is worth.  But this is not the only influencing factor in determining the quality of a link, there are many.  This is why a successful link building campaign can be a difficult process.

The first step of a link building campaign can often start at the directories.  Directories are occasionally maligned by some of the SEO community despite the fact that they are a proven platform on which to build the rest of you link building strategy.  It is true that some directories lack authority in the eyes of the search engine which can be down to a lack of authority – perhaps due to the quality of content they link to, or even how long they have been in existence.  However, with a little research good directories can be found. This can be through looking at their T&Cs, the quality of the content they link to and if the directory itself has a good PageRank.  Based on these factors you should begin approaching the directories with the proposition of gaining a link through them.  Some directories require a fee, while others are free and some may even ask to exchange links.  Whatever way you choose to approach these websites, it is important to keep in mind that they can play a big part in the success of your website, so if you submit content make sure it is as relevant and dynamic as possible.

Another possibility can be inspired by the analysis of competitors.  Using the information garnered from the keyword searches done, you can personally contact each of the top ranking sites in an attempt to get a link from them.  The best way to do this is usually to take a personable approach –a bespoke e-mail, or even a phone call can make the difference as supposed to a stock e-mail.

The final possibility for a link building campaign that I will discuss is probably the most difficult, but proves that link building is a process that needs to be on going.  That is blogging, activity on forums, a social media presence – anything that will keep your company being spoken about in the online community relevant to your market.  Link building can be a bit of a PR exercise.  So, when approaching blogs and social media, if you take the time to comment about someone else’s product or link to their site they will, more often than not, link back to you.  An important factor in this approach is that the quality of the content on your site needs to be relevant and original, as you don’t want to create a link to a site that will lose you lots of authority.

Link building is difficult.  It’s hard work, and needs to be carefully monitored and constantly updated in order to achieve the best results.  However, it is one of the most important processes that you will undertake during an SEO campaign and can yield big improvement in the SERPs.

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When designing content to go on your landing pages it is critical to consider certain aspects to ensure your readers remain interested and you ultimately achieve your goals for leads or sales.  No matter what the end aim is, whether to sell services and products, build an online presence for your business or give information, the landing pages will have a huge impact on how well your site is perceived to serve this purpose.

Always include at least one call to action in your content for a landing page.  If you don’t visitors could be left wondering why the page is there and what they are meant to do next.

Landing pages should not be long winded and dense with content.  If a visitor lands on a page that bombards them with large paragraphs of text they are likely to click the back button with a matter of seconds.

If you overload pages with large amounts of keywords you risk not only the content reading unnaturally but you may also create a negative impact on the site’s rankings.

At Click Consult we can help with all aspects of web marketing and search engine optimisation.

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Keep your scope broad

You may think that blogging is simply another means to flood your website with relevant keywords.  However, you also want to entice traffic from other areas that are not as competitive or specific.  Your site will already feature the important keywords on each page as part of initial SEO, so take the chance to broaden the scope on your blog.

Relevant news items

Each day you should search the web for news items that are relevant in some way to your site.  These stories will already have been covered by someone else, but by giving your take on them and adding them to your website you can capitalise upon the interest of the target audience as it happens in real-time.  By doing this you are providing the news they want, when they demand it.

By adding articles like these to your site you are also picking up new traffic through the subtle changes they give to the top keywords you use on the site.  These are referred to as long tail searches and the can provide a significant resource that is inaccessible without providing high quality, up-to-date and relevant news.

At Click Consult we can help you to develop great SEO campaigns using news.

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What are link spikes?

A link spike is pretty self explanatory.  It shows a massive increase in the amount of backlinks to your website up over a relatively short amount of time.  If it was charted on a line graph you would see a steep spike in volume.

Search engines will be drawn to your site if they see a link spike.  It can actually wave a red flag as link spikes tend to be an unnatural phenomenon in the SEO world.

Unnatural link spikes can happen where a product is sought after on a seasonal basis.  For example, if a website sells grass seeds there are likely to be a surge in backlinks at particular times in the year.  If the link spike however does not coincide with the current trend in searches for grass seeds it will be viewed as an unnatural link spike.  This can cause your website to be penalised by the search engines, which can end in a reduction in ranking or even a ban from the indexes.

At Click Consult we can guide you on all SEO issues to ensure your rankings remain high in your web marketing campaign.

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If you write an article that has a key phrase containing three words in an article of 100 words then your keywords make up 12 percent of the content.  If the same phrase is used in an article of 400 words, four times, then there is just a three percent keyword density.

How does keyword frequency affect rankings?

The greater the keyword frequency the better your page will rank for a particular phrase in general.  Google gleans information about your website via the words used, and also the links that are pointing to the site.  The use of keywords can then help to rank you higher.

However, eventually Google knows what a particular page relates to and if you keep using a repeated phrase it can look suspicious.  This is where keyword density comes in.

How does keyword density affect rankings?

Using a keyword four times in an article of 100 words is not as good as using a keyword four times in a 400 word article.

The former would be looked upon as keyword stuffing in your internet marketing campaign.  This is known as spam practice and you may be penalised by Google.  Keyword density can actually affect rankings negatively.

You need to pay attention to your writing and ensure it is natural. At Click Consult we can advise you on all aspects of search engine optimisation.

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Without thorough input from your side your consultant will not be able to create a customised marketing campaign for your specific business. A vague and broad spectrum campaign is a waste of time and money as it will add no value to your business.

Checklist to discuss with your consultant

Firstly you need to discuss his credentials with them. It is in your own best interests to ask for references and examples of work he had done in the past. This is important, as you cannot afford to entrust the success of your business to a consultant with a bad track record. What you need to establish is how ethical their work practices are.

You need to know that all their dealings are above board and will not get your website penalised. Discuss with them what changes must be made to your website contents and what additional pages will be added to optimise your site.

Make enquiries as to what else he will be doing for you besides working on optimising your website directly. Ask about maintenance aspects such as adding extra key phrases as time goes on. These are vital questions to ask as your business cannot afford to use a consultant that is not the best or will use all their experience to the advantage of your company.

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The great thing about SEO is that it does not only improve the quantity of visitors to a site but also the quality of visitors. What is meant by this is that people who find your particular site would have intended to visit it.

The keywords that they have typed into the search slot of the search engines will correspond to the keywords on your site. Unless you have used deceitful means to attract users, then the people that do click on your link will be useful to you, and your site useful to them.

What does a website owner gain from this application?

The obvious way that your website will benefit with an SEO program, is that you will receive a greater number of useful traffic to your site. But how does this work? By applying an SEO campaign as a marketing strategy, you gain more exposure on different search engines. Ranking plays a big part in providing visibility.

Ranking basically means how high your website’s link appears on search engines result’s pages like Google and Yahoo. When you are placed top, which is the aim of anyone employing SEO, you stand a greater chance of being selected by internet users as the most relevant site to visit.

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In short, Google Local is an alternative to Yellow Pages.  It simply identifies websites within the local area that deal in the products or services that a user is searching for.  The business listings are generated by an algorithm which also determines where the website address will be positioned.

Even new listings can get a shot at high positions, but positive feedback will benefit your ranking.

For example, if you were a restaurant based in Manchester and want people to find you when they search under ‘restaurants in Manchester’ you can employ the Google Local tool. Google Local provides you with a link into your website, other contact details and customer reviews.  This is an effective means of search engine optimisation as it positions the website at the head of the search result page.

The next stage is to get your site into local directories.  Using the Manchester restaurant example, a local directory like manchesterrestaurants.com will be picked up by Google and therefore greater importance will be placed on your Google Local entry.

On the whole, Google Local can create a great opportunity to increase exposure and get a position at the top of Google search.  You can even have your address details marked on a map so your potential customers can find you easily.  Click Consult would recommend Google Local as part of many SEO campaigns.

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