Strategies to get more people to your website
Reach more people in Boston with effective SEO strategies to get more people onto your website
What is SEO? How does it work?
Looking for an SEO expert in Boston?
Targa Web Services is based just a couple of miles from Spalding, and specialises in web design, search engine optimisation and web analytics.
What is Search Engine Optimisation?
Search Engine Optimisation (or SEO) is the process of setting out a website and each of its pages to be as effective as possible in search engine results.
Search engines aim to return a list of websites which are the closest matches for the search terms entered, and successful SEO on individual web pages will allow each of those pages to stand a better chance of being listed amongst the top search results.
Is SEO important?
SEO is very important, but just how important will depend on what you want from your website and the level of competition you have in your area.
Even if you have the most incredible website but no one ever gets to see it, then what is the point of that website? Worse still, if your business depends on it, then you’ve got a big problem!
In a typical UK town such as Boston, there will be some businesses which will have very little competition with other similar businesses in Boston for a good position in search engine results.
Honda dealer in Boston would be a good example, and I can predict with a fair degree of certainty that Vertu Motors will be at the top of the search results. But search for
car dealer in Boston and the list of results will look very different. Vertu Motors will be in there somewhere amongst other main dealers and used car dealers.
On the other hand there could be a lot of competition for electricians and plumbers in the area. So success in a typical search for
electricians in Boston or
plumbers in Boston will need a lot more effort, analysis, and frequent monitoring and tweaking than a search for a main car dealer in Boston would.
And let's be perfectly honest... SEO success certainly won't happen overnight. It WILL take some time. Any new business offering services within a geographic area such as Boston will need to earn the right to be amongst the existing well established websites for those same search criteria.
What does SEO involve?
Ideally your website should be built from the ground up with usability and SEO in mind. Some of the specifics are explained further down this page, but let’s just say at this point that SEO should have been a key consideration right from the start of the development of your website, and not just an add-on at the end.
But what if it wasn’t designed to be effective? Is it too late?
Not at all. Things can be done to improve your effectiveness with search engines, but how much can be done would need to be assessed on a case by case basis, as some things such as content changes could be easier and cheaper to implement than changes to the structure of a page.
Some examples of what should be reviewed include:
- Which of your competitors are appearing in the top search engine results?
- What are they doing to give them such a high position?
- What can be done with your new or current website to enable you to get amongst the top search results for the services you provide in Boston?
Checking for website errors:
- Checking for
broken links(links to pages which may have been removed, or links which have been incorrectly set up and therefore fail to reach a target page)
- Checking for
missing images(an image may have been removed, or the reference to it may be incorrectly set up and therefore fail to reach the target image)
- Fixing any
website errorsthat have been found.
Review for improvements to your website:
Keyword researchanalysis and improvements.
- Checking how the major tags such as
<h2>etc are being used.
Page structure validation
Internal links- analysis and review of existing internal links and identifying opportunities for improvement.
Inbound linking(also known as
- Determine strategy for the use of
Google validationand submitting.
Google Analyticstag installation, validation, analysis and monitoring.
Google My Businesslisting to help your business to stand out when people are searching in the Boston area.
- Submission to the
Bing search engine
- Submission to
Bing Placeswhich will help potential customers find your website when searching on Bing for businesses like yours in Boston.
Our free website health check would be a good place to start the initial investigation.
What impact does SEO have on design?
In many ways styling shouldn't be affected, but what the content on your pages say and how they link and reference to other content and pages on your site is very important.
But you shouldn't overdo it.
In the early days of the web, success with search engines was often achieved by cramming as many keywords and key phrases on a page as possible, sometimes to a point where it would look excessive and repetitive.
For example it might have looked something like:
Targa Web Services produces professional websites for businesses in the Boston area of Lincolnshire. Our 26 years of website design experience speaks for itself, and we are unbeaten in the Boston area for building quality professional websites. You will find that our website design services are amongst the cheapest and best value in Lincolnshire.
That is NOT how I want to portray Targa, but you get the idea? It was very much a case of how many times the same thing can be said in as many ways as possible, and hope that you had managed to cram in more than your competitors so that you appeared higher in search results.
It was also known as
keyword stuffing and some websites still operate on that basis.
Thankfully things are continuing to change
For example Google places increasing importance on meaningful and relevant content, and discourages any form of keyword stuffing in the way described above.
What does relevant content mean?
Let's say that you run a kitchen installation company in Boston, and you also cover other areas in Lincolnshire. Your website should convey that message so it should be clear to potential customers what services you offer, and where you operate. You should therefore aim to be successful in search results for terms such as:
kitchen fitter in spalding
kitchen installation in holbeach
kitchen installer in crowland
kitchen specialist in pinchbeck
That might sound obvious, but also bear in mind that dedicated pages could be worth having for any additional services you offer, combined with any neighbouring towns and villages within reach of Boston which you also provide services in.
That approach will certainly be beneficial to your SEO efforts and reach more potential customers.
What does meaningful content mean?
Does your website portray your company as being experts in your field, and from all of the other options of similar companies in the Boston area, will your potential customers get the sense that YOUR company is the one which is most suited to your needs?
Google tries to determine just that, by evaluating the nature and content of a website against criteria which assesses the credibility of a website and its owners. Google calls this process
E-A-T which stands for
Expertise, Authoritativeness and Trustworthiness
E-A-T is derived from Google's Search Quality Rating Guidelines.
What are SERPs?
SERPs is a term which you may or may not have come across, but you use them a lot... probably every day.
SERPs simply means
Search Engine Results Pages. Google it, then look at the list of search results displayed on the pages in front of you. Those are the SERPs!
Get in touch
In addition to providing SEO services in the Boston area of Lincolnshire, Targa also offer website design in Boston, and would be happy to hear from you.
If you would like to discuss anything further, feel free to reach us by email or phone as follows: