NUMARK ADVERTORIAL
Getting started with Search Engine Optimisation (SEO)
WHAT IS SEO? SEO OR SEARCH ENGINE OPTIMISATION IS THE PROCESS bY WHICH YOU CAN IMPROVE YOUR VISIbILITY ORGANICALLY (NOT PAID) WITHIN SEARCH ENGINES SUCH AS GOOGLE, bING AND YAHOO
By John Whittam, Digital Marketing Executive, Numark
S
earch engines analyse every single webpage and have specific and constantly evolving
algorithms by which they determine how to rank search results and provide the user with the most relevant content.
The core factors that contribute to these algorithms for major search engines are similar; meaning compliance with these will allow you to enhance your website page rankings within search results.
What influences search rankings? Whilst there is a lot of work you can do to improve your SEO ranking, even a small change can dramatically improve visibility. The web is flooded with hundreds of potential processes you can implement to improve SEO results.
20 - PHARMACY IN FOCUS
This can be quite overwhelming and you can often struggle to know where to begin. With this in mind, I have pulled together four key influencing factors that will help your website appear more prominently in search results.
1. Key words Search engines analyse all pages on your website and will look at every word. Ensuring your pages contain relevant key words will help search engines gauge the subject matter and direct relevant users accordingly. For example, if you have a page that focuses on blood pressure testing - and it mentions the words ‘blood’ ‘pressure’ and ‘testing’ multiple times - search engines will then mark this as a relevant search result for those searching ‘blood pressure testing’.
2. Page titles Ensuring your page title summarises the content it contains is critical. As with key words in the page, search
engines look at the page title in the same way, only with increased emphasis meaning the words it contains have greater weighting in influencing the position you appear within search results.
Tip – rather than listing all your different services on one page titled ‘Pharmacy Services’, it would benefit your SEO ranking for each individual service to have their own web page that is titled accordingly, eg, ‘Stop Smoking Service’ or ‘Medicine Use Review’.
3. Links from external sites Search engines tend to look at links to your website from an external website as a recommendation that the page has high quality content. Therefore, the more links your website has from external websites, the better your site’s authority, which will serve to further better the position of your website in search results.
John Whittam
Adding valuable content regularly will help increase your links from external sites.
Links from websites that are deemed to have a good reputation will have more of an influence on search results, eg, a link from the bbC would hold much more clout than a link from a newly-published website from an unknown brand.
4. Reputation The likes of Google will also take into consideration what they see as your online reputation. There are many things that can potentially influence your reputation, but a key factor that has a positive influence for
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