Our guide to search engine optimisation

A retailer guide to Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is the process of affecting the visibility of a website or a web page in a search engine's organic results. Businesses can optimise their online content to affect the visibility of a website or webpage without needing to pay for advertising.

Firstly, think about what your keywords or key search terms may be by considering the following questions:

Who is your target audience and what are they looking for? Consider the profile of who your content should target. Are they a homeowner or a specifier? Are they looking for planning advice or product inspiration?

What keywords do your target audience use to search for information? - Determine how your target audience search for the products that you sell by using tools such as Answer the Public.

Which keywords are being searched the most? For example, are more people searching for ‘bathrooms’ than ‘bathroom accessories’?

Why are people searching? Do they want to buy or research the item or service before they buy?

Improving your rankings

There are plenty of things you can do to improve your rankings by increasing your visibility, including:

• Page modifications – can you add in keywords to body text and/or descriptions?

• Earn links from high trust, high authority sites – this could be through press coverage where they will link back to your website.

• Link to other relevant articles – focus on quality rather than quantity, one high quality link is more valuable than several poor ones.

Continuous improvement

Once you have made changes it is important to monitor the impact this is having on both your search visibility and business outcomes, such as increased website hits or improved sales. This will help you analyse the value of your SEO improvements so you can monitor what has been effective. Other things to consider: 

• Optimise your website for local search results.

If your business focuses on customers within a certain region or city, use region-specific keywords in your page titles and descriptions. Include your address and local phone number on your home page and other contact pages. List yourself on well-known directories, such as Yelp, Google Places, Foursquare and Yell. 

• Ensure your content is well written and unique.

Search engines automatically ‘read’ your website and decide which keywords your pages should rank for. For best results, make sure that all of your website copy is clear, concise and kept up to date.

• Write eye-catching titles

Search engines read from the top of the page downwards. Be sure to make a good first impression by including an important keyword/key phrase in titles and subheadings.

For more tailored advice on how to maximise your sales opportunities contact us by emailing enquiries@heritagebathrooms.com