If you’ve got a website, then perhaps you’re ranking well for some of your chosen keywords, or products you sell. Alternatively, your site might not be doing well in the search engines, and so not bringing the traffic or revenue that you expected. Here’s what might be wrong.
1. If your site has poor H1 and H2 tags on each page, then the search engines won’t know what your page is about. Make sure your page headlines say what the page is about, and use a keyword, rather than just your company name or “welcome to our website”.
2. Page titles are one of the most important factors when it comes to ranking well, and so it makes sense to use them properly. You’ll want to ensure that your page titles accurately describe the contents of each page, and you don’t just use the company name for every page title.
3. Poor meta descriptions can reduce the chances of your site being clicked on if it does appear in the results pages. Don’t forget to include a call to action as well as a keyword in all of your descriptions. Give people a reason to visit your site.
4. Poor URLs, such as companyname.com/?cat=2&prod=34 means nothing to anybody, especially the search engines. Why not give your visitors and Google, Yahoo and Bing a helping hand by naming your URLS and images properly, and using keywords where appropriate?
5. Don’t use images instead of text. Search engines love text, as they can understand it. Make sure that your text is actually text, and not a big image. It makes much more sense to go for plain boring text that the search engines can read, than to choose a fancy font and colour scheme that nobody will ever see.
6. Google, Yahoo and Bing are unable to fully index Flash, so if your site has a fancy intro video, then it might be hampering your site’s performance in the search engines.
7. Make sure that you don’t duplicate content. Google, Yahoo and Bing don’t like it, and it’s pointless to have lots of pages that say nearly the same thing. In addition, don’t use the manufacturer’s product descriptions, as all other sites that sell the same product are likely to as well, and this could penalise your site.
8. It’s important to remember that many sites don’t have enough copy. You should be looking for around 200-400 words per page, so that the search engines can establish what your page is actually about. Remember, that the search engines can recognise navigation, so you’ll actually need to write plenty of text.
9. You’ll need to make sure that there are plenty of internal links in the copy, so that visitors and the search engines can find all of your pages. You’ll also need to think about getting more external links to your website too.
10. Without a proper sitemap, Google, Yahoo and Bing may not be able to find all of your pages. Each time you create a new page, or add a new product, make sure that your sitemap is updated. It’s also worth submitting an xml sitemap to the search engines too.
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