CLIMBING THE RANKS JONNY ROSS
Climbing the Ranks What do retailers need to know and understand about website search engine
optimisation or SEO? Jonny Ross our regular columnist and online engagement strategy specialist explains.
SEO is a term that either fills people with excitement or simply fills them with fear. However, search engine optimisation or SEO as it is most commonly known, is a term, which when stripped back is extremely simple. It is all about boosting your website's position on Google and ensuring it is easily found and recognised by search engines. Therefore, when thinking about different aspects that may affect or boost SEO, there are several different techniques that can be implemented, from producing great, original, engaging content, to linking your social media pages back to your website. But what do you really need to know about SEO from a retail point of view and why? Well, this article will take you through the key ideas behind search engine optimisation, the different techniques used to boost SEO and why it plays such an integral role for any business, but especially retailers.
SEO or Die
Without optimising search engine rankings, a website may struggle to survive. This is why it is so vitally important businesses understand how SEO works and the impact it
can have. Google, as a search engine, only wants to show its customers websites that it trusts and that are popular. The one way it measures this is by using Google ranking factors. These are pieces of information that Google looks for when analysing your website, such as keywords, density of keyword use, engaging content, links to social platforms — the list is extremely extensive. However, if you are not aware of what Google is looking for then how can you ensure your website meets the criteria?
Well, the simple answer to this is you can't. Therefore, SEO is something that should be considered and implemented as part of an integrated approach. It simply cannot and should not be a one-off measure where a few changes are made and then it is left alone for another few months. SEO is constantly changing and evolving and so every aspect of your website should be designed with SEO in mind. For example, did you know that Google has recently announced that it is expanding its use of mobile-friendliness as a ranking factor? If your website isn't up to speed, the likelihood is that it won’t be ranked highly in Google,
Tomorrow’s Retail Floors Summer 2015 | 23
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