©2018 by Victoria Apperley

  • Victoria Apperley

My 5 tips for Search Engine Marketing

Updated: Dec 23, 2019

1. Spend time on your keywords


- Understand the intent behind them


What is you potential reader/client thinking when they type those words into the search engine? It may not be exactly what they are writing.

For example, you may sell dog leads. Your potential client may already have this, but what could they be searching for on the internet to lead them to your site? It may be dog walks around their area.

Leading them to a blog post on your site may then tell them why it is so important for them to have your lead over the one they've currently got!


- Look at competition levels against popularity against intent


There will be keywords that are really popular, because everyone is searching for them. However, if there are hundreds or thousands of other websites that are competing to get on the first page of google for them, as a small business, or one just starting out, it may be very unlikely that this works for you.


Take into account the keywords that maybe aren't as popular, but that are still being searched. There are many tools you can use to do this. My favourite free website I can use to research keywords is www.worktracker.com


- Constantly assess and analyse keywords



This is a daily or weekly (at least) job that should be conducted. Look at what people are searching, whats "trending" and use this research to constantly update you copy writing and blog attempts.


2. Always remember, once the client is on your website you want them to take further action - don't just try and please the Search Engines


You can dot keywords in all over your website, but if it makes no sense once they client has clicked on your profile, its a pointless exercise.



As a customer, if I clicked on a website that just have keywords everywhere, but no real info, I would click off it straight away. Therefore, its essential that your words still flow and have a lot of information and meaning behind them.


3. Optimise all of your non text components


Anything on your page that isn't text can be optimised for the search engines. Look at the file names of your images and videos and ensure they have your keywords in them. There is also an alt text for your images that will be displayed if the image can not load for any reason. This will be a description of the image, but make sure it includes the keywords, if possible, whilst still making sense.



Captions are also really important, so ensure your captions are short, sharp and include any keywords that would continue to make sense.


4. Set up a URL sitemap


A site map is a great way of helping the search engines to understand your website. Search engines like a website that is easy to navigate. This also helps your clients when they access your website.


5. Have a way to measure your results


-Set up an excel sheet



I have a sheet with all of my keywords displayed, I allocate it to a certain blog post (but could be a page if you are a website for sales) and then I record the performance of these particular keywords.


Use this post to help


- Understand what your key performance indicators are - Ultimately you want to be making money


Know what you need to be seeing to measure "success"


I elaborate on this in my post "Implementing the perfect Marketing Strategy"


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