Digital engine land

Digital engine land

How to use tools to perform Search Engine Optimization on your website

You might need to deal with Search Engine Optimization (SEO) for your customers or even your own website. In that case, you can use helpful tools to help you make critical decisions more wisely, and for you to have a more promising response in a shorter amount of time. Many of the available tools provide free services, but in order to use their full potential, you may decide to upgrade your account to a premium.

You might have already read that SEO is about optimising for the high traffic keywords or improving your website performance, but in our experience SEO is mainly about knowing your market. We have a customer that never did any optimisation, never shot for good keywords, and their website performance was horrible when they came to us. All that being said, they have got one thing right, and for that, they were doing relatively okay. They knew their customers very well and they produced content enjoyed by their audience.

Our recommendation is to put yourself in your customers' shoes and study their behaviour to learn what they like, so you can present your services the way they expect them. This effort has to be genuine because even if your website ranks high on the first page and people click on your website if they don't find what they want, they will leave your site quickly. This will not remain unnoticed by the search engines, and so it only plunges your page more down in the results.

How to choose keywords?

So, first of all, you must determine what it is that you offer and what your customers are searching for. You can use many related keywords in your titles and content, but which keywords should you choose?

In order to get ideas, Google the main KWs come to your mind about your business and go through the first page of Google's findings. It tells you what people have searched for and also reveals your competitors. Now do it again, and this time pay more attention to Google's recommendations. This tells you what people are searching.

Then it is upon you to choose keywords with a reasonable search volume and difficulty, we are going into the details of this part here. Keep in mind that the best keywords are the ones representing your product best, not the ones with the highest search volume. You will not be able to fool your customers or Google. Only shoot for the keywords that your page would contain organically.

If you have already published some content, view your website's Google search console to learn the keywords you already rank for. Next, check their search volume, and that will give you an idea of what range of search volumes are in your reach. Among the relevant keywords, pick 4-5 with a high search volume or difficulty and 30-50 with low search volumes. Keep the high volumes in the titles and include those with low search volumes in the content. We are not going to advertise any tools here, so do your research and pick anyone you find working for you. There are a few free tools suitable for small projects. Google keyword planner inside Google ads is a free tool that gives you a good sense of competition and search volume.

Study your competitors

The next step is to study your competitors. The people that serve similar services as you do. See what they are doing right and apply it to your work. But most importantly, see what they are doing wrong or what it is that you can do better. To find your competitors, Google a keyword, and there you have a list of your competitors available for each keyword.

In conclusion

If you are optimising your own website with no more than 20 pages, Google search console, Google analytics and Google keyword planner inside Google ads should do the trick for you. There are many websites available that assist you in tracking your site's traffic and performance throughout time. You can filter the time range to determine what strategies are working and which are not and also spy on your competitors. But they only make more sense when you have many pages to optimise as most of the good stuff there is not free.