Search Engine Optimisation in 2015

Another year brings another wave of SEO strategy revision and fine-tuning. Whether you have a simple website, an online shop or a website which accumulates content daily, you’ll need to familiarise yourself with the best, forward-thinking action plan for SEO in 2015- as well as starting to think ahead to 2016. These recommendations are from our work as SEO Experts, with a perfect track record of achieving “above the fold” rank for clients in a wide range of industries. Our website optimisation services adhere to the principles outlined here. Before you follow these ideas to make your website rank high in Google, sort your general SEO maintenance and housekeeping first. When done correctly, these suggestions will keep you out of the penalty box and give you a fantastic online presence and visibility. The gain for you, as a website owner- is that you are found by the right people- those you are seeking to attract.

Be sure to read and understand our article on how semantics play a role in SEO and how they influence the results returned to users, by search engines.

Your SEO Strategy Should Be Based on Quality Content

I’ll let you in on a secret. One of the most difficult things we face, in our daily search optimising websites for clients is this:
People have such distorted views on what constitutes quality content!

Most CEOs and directors think that quality content should talk about the company and nothing else.

This is an article about SEO in 2015, and not about creating content- but please note:

Quality content is what positions your website as an authority in its niche, and satisfies the needs of organic arrivals so completely that those people are not compelled to press the back button and search again for the same query.

Creating content that answers users’ questions better and more authoritatively should always be your primary objective.

Tell the World- Let Them Know

Of course you’ll need to publicise what you’ve written.

With more avenues than ever before available for publicising content, it’s important to know where the fish are feeding, before you bait them. Being your own online publicist in 2015 is easy if you know what to do.

Look for user interest groups related to your content. Find the people who would genuinely benefit from what you have written, and let them know that your content is there. This is a very selfless and rewarding way of doing SEO. One of our current projects is with someone in the health industry, and we’re optimising and publicising the website’s content for people- not search. Within a few days of the new website going live on a completely new domain name, the clients began calling.

And that’s without adwords.

The message was the right one- and it was publicised in the right places.

The best search engine optimisation methods are the ones which would also work if there was no such thing as SEO.

Write for Your Readers- Not for You

An interesting point this one- but one that’s become a hot favourite amongst participants in our search engine optimisation classes.

The way people search for things is changing.

Not everyone is sitting at a keyboard, typing short or long-tail queries into the search engine text field.

People are using voice to search.

What they say, will be different to what they type, especially if the first set of results aren’t what they were hoping for.

Remember to structure your content in a natural, flowing style which uses the words your ideal visitors would use, in the conversation that’s going on inside their head at the time.

Keywords- the terms a webpage owner strives to achieve rank for- and the words which Google understands a web page is focused on (often two entirely different worlds) are a fascinating topic. The source of endless research and intrigue, bordering on obsession, keywords have earned their own separate article. Understand how to use them better, see our dedicated keyword tips page.

Linking for Greater Exposure

We still get asked about linking, when clients contact us. The best and most desirable links in 2015 would come from websites which are in related industries, who already rank well for their keyword and content mix.

This is not always easy- it begs the obvious question “why should my website link to yours?”
Consider this as an answer:

“If your content is worth linking to for the benefit of my readers I’d be delighted to link to you”.

Think About the User Experience

If your website was assessed for ease of navigation, and the quality of “ride” as a visitor found their way around- how would it go?

Do you have annoying popups pestering people to signup, enquire or join? Does your website fall apart on anything that’s not a widescreen computer monitor?

It would be rare for another person to have exactly the same technology and flow pattern through your website as another person would.

Don’t expect people to “know” anything about some quirky little widget you think is really cool- give them something which focuses on making their acquisition of information (from your website) easy.

That way, with all their distractions and competing factors in their lives- they can get to where they need to be- quickly and easily.

Moving Through 2015 and Beyond

SEO is not a sitting target. To not only keep up with what works and what doesn’t, you need to refine your technique constantly.

To future-proof your website optimisation, there is a simple rule you can follow.

Ask yourself whether or not what you do when you optimise your website would survive human scrutiny by your peers- and competitors.

If you can pass the “people test” with the content you post, the links you seek to your website and where you build your citations, you can be sure you’re doing all the right things. Keep up with these suggestions, and give your website the best SEO for 2015 and beyond.