Getting Started: Audit, Keywords and Optimising

Running a site audit

You’ve decided to try and kickstart your website by getting your SEO nailed? Great! One of the first things you are going to need to do is get an idea of what kind of shape your website is in right now. 

Best way to achieve that is to run a full site audit using an SEO tool, there are loads of them out there, all varying in what they can do and how complicated they are. Some are web based like Ubersuggest, Moz or Semrush and there are also others that you can download like Screaming Frog. The idea is they will crawl through all the pages on your website, looking for errors or things that could be improved and they will provide you a list of changes to make that will improve your SEO (and overall user experience). 

The audit will identify any pages on your website that have missing meta descriptions, broken links, missing H1 headings etc. so that you can quickly pinpoint what changes you can easily make for the most impact. 

You can sign up for a [free trial of Semrush] here, it will allow you to run an audit of your website so that you can get started identifying the main issues with your site – and start getting them fixed!

Keyword Research

It is important to keep your website tidy and user friendly by staying on top of the issues identified in your site audit. New issues will pop up from time to time so it’s best to keep your eyes peeled. Once you are on your way with getting your site audit sorted, you might start to think about optimising your pages and content for SEO. 

Many of the SEO tools that we mentioned earlier for your site audit can help with keyword research and help you create a list of keywords that are relevant to your website and your business. When creating a list it can help to try and put yourself in the mind of your target audience, what would they be typing into Google when looking for your services or your website? What would you type into Google if you were trying to find your own website? – these are the keywords that are useful to you and you will want to optimise your main pages around the best performing keywords. 

Keywords, generally will come with 2 scores attached to them (if you are using one of the SEO tools that we talked about earlier). The first one will be ‘monthly search volume’, which estimates how many users each month are searching for that specific keyword. The second, which is known as ‘search difficulty’, gives you an idea of how difficult it will be to climb the rankings for that keyword (on a scale of 1-100) or, in other words, how competitive the keyword is. 

You need to look for keywords with a high volume and a low difficulty that are relevant to your website and business. It can be tricky to identify which keywords are going to be most useful to you, but it is definitely worth taking the time at this stage to identify the best keyword opportunities for you before you start optimising. 

Optimising Pages

Once you have identified your best keyword opportunities and figured out which keyword is right for each page, it is time to start optimising. 

The idea behind optimising a page is letting Google know that your page is relevant to a specific search term (keyword) and they should rank that page higher. Google is constantly updating and changing the algorithms that they use to rank pages and unfortunately there is no ‘one-size-fits-all’ approach to page optimisation. The most important factor currently is that the content is written to be useful and informative to humans and not written just for the sake of SEO and trying to manipulate the algorithms. Incorporating the keyword that you have chosen for that page into headings, meta-info, URLs, content etc. can help to boost the rankings for that page, but be careful, overuse of a keyword can be detrimental to your rankings as well so don’t just be throwing it in for the sake of it. 

Optimising pages can be tricky and sometimes you might get frustrated with it, my best advice? Stick with it. You aren’t going to see results overnight with SEO, it really does take time to see the impact of the changes that you have made. But if you keep doing the right thing, little and often, eventually you will start to see the results. And it can be really rewarding, seeing the increases in traffic to your pages and (hopefully!) the increase in sales makes all the stress of SEO, keywords, optimising worth it. I promise!! 

You don’t have to go it alone either! There are plenty of options for tools and plugins that can help you get your pages optimised. If you are using WordPress as your website builder then we recommend Yoast as an SEO tool, it’s one that we use for basic, day-to-day SEO checks, and the best part? It has a fully free version that you can easily add to your website. We even have a guide that you can follow here: Adding Yoast to your WordPress Website

Still don’t fancy doing the SEO yourself? Feel like you would rather get someone else to look at it for you? Get in touch and book an audit for your site with That’s Her Business.

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