If you are looking to improve the ranking of your website on Google and other search engines, you may well be considering investing your time or money (or more likely both) in SEO (Search Engine Optimisation. 
 
SEO activities will usually involve a mix of on page and off-page SEO. On page SEO will usually include ensuring every page has good quality content and then regulalry adding fresh content. that includes relevant keywords. Of page will include securing good quality backlinks from high authority websites, and getting listed on relevant directories. 
 
Unfortunately that investment of time and money is likely to be wasted if you don't have a good website to start off with. A technically poor website is very hard to get ranking well, however good the SEO work. And even if you do manage you get high up on Google annd other search engines, a poor website is unlikely to keep people engaged long enough for them to take actions such as contacting you, or buying your products.  
 
So, before you invest in SEO, make sure your website is SEO ready by following our tips below. And getting your website in good order may even improve the ranking without the need for additional SEO. 

Your website must be fully responsive 

Before you start writing - or even planning - your website content you need to know what keywords you want to get found for. A keyword is a word or phrase that someone enters into Google or other search engines when they are looking for something online. 
 
Your keywords should include your main products and services; and if you work in different areas you should also include the towns, cities, and maybe even villages that you cover. For instance, if you are a builder, you may include extensions, new builds and loft extensions. If you are based in Horsham but also want to work in Crawley and Redhill, you would need to add these into your keywords. 
 
When thinking about keywords, remember to include the terms that people would use when typing into a search engine, as they may not use the technical terms that you would refer to.  
 
You can read more on keywords here
 

Be quick 

Once you know your main keywords, you should have a page on your website for each one that you want to get found for by people searching online - this includes local areas.  
 
Going back to the builder example, they might have a page each for 'Extensions in Horsham', 'Extensions in Crawley', 'Extensions in Redhill', one for 'New Builds in Horsham', another for 'New Builds in Crawley', and so on. 
 
It’s not enough to copy the content from one page and just change the town name. Continuing with the builder example, it would not be sufficient to copy the 'Extensions in Horsham' page text to 'Extensions in Crawley' and just change all mentions of Horsham to Crawley.  
 
Each page will need to contain unique text, otherwise Google will see it as plagiarised content, and you will lose the benefit of having the separate pages. 
 
Case studies and blog posts are great ways of adding the pages for each individual town. For instance, you may initially set up your website with a page for each product/service with mention only of the town you are based in. You can then add a page or two every month, either as a case study or blog post, about work you have done in a particular town.  
 
This will help you get found in Google searches for that product/service in that town, and will also be of more interest for someone who is looking for that product/service in that town. 
 

Don't be Flash! 

Your content needs to be well written, using correct spelling and grammar, and relevant to the audience that you want to attract. Avoid using jargon and too many technical terms, unless your target market will know and understand that language.  
 
As mentioned above, the content on each page needs to be unique, not copied from another website or from another page of your website. 
 
There are differing views on the optimum amount of words for a web page, but as a rule of thumb it should be at least 250.  
 
However, the main consideration should be to write sufficient content for your website visitors to clearly understand what problems your product/service will solve for them, and why you are different from everyone else that offers the same products that you do. 
 
If you feel that you will struggle to write good quality content, it is worth considering using a professional copywriter. They will research your product offering, your market and your competitors, and will write content that presents your business and your products/services in the best possible way.  
 
If you would like to explore the use of a professional copywriter, get in touch with us and we will introduce you to a couple that we feel would be the best fit for your business. 
 

Make sure your website is W3C compliant 

Your keywords should be used on the relevant page of your website, but in a natural way; not just dumped in stream of words that makes no sense, just to get as many keywords in as possible! 
 
Keywords should also be used in H1 Headings and page titles of the relevant page. 
 

Fix those broken links 

There are two main reasons why having good quality content, centred around your keywords, is important: SEO and your conversion rate. 
 
Without having the right words in the right place, your website is unlikely to come up in search engines when your keywords are searched for, and that means your website won’t get many visitors. 
 
Getting your website found in search results is one thing - getting people interested enough to make contact with you is another. Your website visitors will only go on to make contact with you if your site contains good quality, relevant content that leaves them confident you will be able to solve their problem. 
 

You must be able to have unique Page Titles and Metadata 

Once you know your main keywords, you should have a page on your website for each one that you want to get found for by people searching online - this includes local areas.  
 
Going back to the builder example, they might have a page each for 'Extensions in Horsham', 'Extensions in Crawley', 'Extensions in Redhill', one for 'New Builds in Horsham', another for 'New Builds in Crawley', and so on. 
 
It’s not enough to copy the content from one page and just change the town name. Continuing with the builder example, it would not be sufficient to copy the 'Extensions in Horsham' page text to 'Extensions in Crawley' and just change all mentions of Horsham to Crawley.  
 
Each page will need to contain unique text, otherwise Google will see it as plagiarised content, and you will lose the benefit of having the separate pages. 
 
Case studies and blog posts are great ways of adding the pages for each individual town. For instance, you may initially set up your website with a page for each product/service with mention only of the town you are based in. You can then add a page or two every month, either as a case study or blog post, about work you have done in a particular town.  
 
This will help you get found in Google searches for that product/service in that town, and will also be of more interest for someone who is looking for that product/service in that town. 
 

Updating is essential 

Once you know your main keywords, you should have a page on your website for each one that you want to get found for by people searching online - this includes local areas.  
 
Going back to the builder example, they might have a page each for 'Extensions in Horsham', 'Extensions in Crawley', 'Extensions in Redhill', one for 'New Builds in Horsham', another for 'New Builds in Crawley', and so on. 
 
It’s not enough to copy the content from one page and just change the town name. Continuing with the builder example, it would not be sufficient to copy the 'Extensions in Horsham' page text to 'Extensions in Crawley' and just change all mentions of Horsham to Crawley.  
 
Each page will need to contain unique text, otherwise Google will see it as plagiarised content, and you will lose the benefit of having the separate pages. 
 
Case studies and blog posts are great ways of adding the pages for each individual town. For instance, you may initially set up your website with a page for each product/service with mention only of the town you are based in. You can then add a page or two every month, either as a case study or blog post, about work you have done in a particular town.  
 
This will help you get found in Google searches for that product/service in that town, and will also be of more interest for someone who is looking for that product/service in that town. 
 
So there you have it, all you need to get started on writing website copy that will help to get your website noticed, and to create better conversion rates.  
 
If you would like to discuss the strategy for your website content, or feel your business would benefit from a new website and you don't know where to start, why not get in touch with the team at itseeze Web Design Horsham today.  
 
We offer affordable web design services that are ideal for local businesses, and we provide ongoing website support for all our clients too. If you're looking for a reliable Sussex web design company, we'd love to hear from you. 
 
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