Loading ...When a company first enters the world of optimisation, it can be a very confusing time. Search engine optimisation is a technical field, with its own language. Companies can easily be led into thinking that they are way behind in the game from all the criticism that comes their way. Don’t despair. It’s likely that your site has been in play without you even knowing it.
Although a lot of the advice in the SEO community centres on what you should be doing to fix your site, every website has some natural SEO advantages that its owners might not be aware of. Knowledge of your existing assets can help you to build a plan for the future. Use the following checklist to assess where you sit in the game of SEO.
1. Your content. Content is a frequent topic of discussion in search engine optimisation circles because it provides the foundations for SEO. Your site will have some form of content, which may prove to be a great asset for your SEO. Assess your content according to the following:
- How much? How much content is already on your pages? The best content is in manageable chunks of 250 to 300 words. Identify which pages have usable content and which will need more work.
- On topic? If your content topics wander all over the place, it’s likely that you will need to rip it out and start all over again. If not, optimisation of that content may just be a case of keyword placement.
- Readable? It’s often hard to judge the quality of your content if you have written it yourself. Your site stats will be a good indicator of whether content is attractive to internet users or not. For further advice on content and writing, talk to us at SEO Consult Australia.
2. Your architecture. The way the search engines move through your site has a huge effect on your ranking. Your architecture can help or hinder a search engine spider as it crawls across your site. Sites often need their structure tweaked during the optimisation process, but if your site has been operational for some time, it should have some advantages.
The guiding principle of SEO and architecture issues is usability. It’s likely that you designed your site with your internet marketing objectives in mind, aiming to guide users to the right pages. Examine your structure for flow.
3. Your links. Off-page search engine optimisation is almost entirely about the profile of links flowing into a site. Many companies forget that they have an existing link profile. Examine the sites linking to yours to assess how valuable your link profile is. You may even find some potential for further link building.
4. Your existing spot in the search engines. Every established site has some position in the search engine results. Find where you sit for any relevant keywords. You may be surprised to find that you already occupy an advantageous position for some terms. This can be used to build your SEO for other pages.
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Tags: content, internet marketing, Keywords, Search Engine Optimisation, SEO, SEO Consult Australia
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