Industry E-Commerce
Top 5 tips for improving Search Engine Optimisation
Al Keck, managing director of retail specialist toinfinity, looks at how PGA Pros can replicate their store presence online
with an online presence. Many believe ‘if you build it they will come’-
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unfortunately in our experience this is not the case. With the on-going development of the search engines and sophistication of consumers it is hard for companies to be seen in such a highly competitive online market, without investing time and commitment into developing their online strategy. Search Engine Optimisation (SEO) is just one of the many online
marketing channels available. If executed correctly this channel can generate high levels of ROI for your business.
5 Top Tips to Help Boost Targeted Organic Traffic
1. Carry out an SEO Audit (a website health check) SEO audits are one of the most important website checks you can do. An
audit will flag up areas on your website that need attention. These tweaks can massively boost your online visibility and increase your search engine rankings. SEO Audits analyse how your website is performing in Google/Bing and checks against key criteria. Free tools are available online or alternatively talk to your digital marketing agency.
2. Sign-up to Google and Bing Webmaster Tools Setting up a Google and Bing webmaster account not only allows the
search engines to find and review your content, but it also highlights key website errors. To get access to all this valuable information simply search in Google for ‘webmaster tools’, sign up to Webmaster tools and follow the step-by-step process to get this installed on your website.
3. Check Your Internal Website Links Links not only help users navigate your website, but they also help
distribute link authority from key pages (such as your homepage) to internal lower authority pages.
24 SGBGOLF
ith an increase in the consumer trend of shopping online, many sporting goods retailers have taken the decision to replicate their store
A link from your homepage to an internal product page can have a
boost to the ranking potential for that page. Think of internal linking like in-store sign posting. It’s telling your visitors and Google how to easily reach key areas within your website. We advise a 1:100 link ratio, 1 link for every 100 words on the copy of
your page.
4. Get a Google Places Listing If you want to appear on Google for local search terms, then you
must have a Google places listing. Google puts a massive preference on local relevancy and if someone types in your service/product + your business location, then Google displays these results above all other results. You can sign up by visiting
www.google.co.uk/business
5. Invest In Content Marketing All web focused businesses need to invest in content marketing to
enhance their SEO and online marketing efforts. Content marketing (infographics, blog posting and essential guides) is about creating information in-house that creates value and is likely to be shared online to boost website traffic. Content marketing is also a great strategy to boost the brand awareness of your company to your target market, influencers and peers.
Al Keck is an ecommerce/digital marketing consultant and managing director at retail specialist
toinfinity.co.uk
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