Top 5 Tactics To Get Your Website Found – Tactic 5

We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what do you need to know to maximise your visibility?

Tactic 5 – Workout Your Website

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A healthy website is essential to attract and retain the attention of search engines and visitors. Google is getting smarter at recognising context as well as content, and prioritises sites with expertise, authority and trustworthiness.

Backlinko explains that Google ranks search results by measuring how users interact with them.

A good User Experience (UX) where the article is relevant and authoritative so the user stays on Page (Dwell Time) will get rankings boosted.

A bad UX where the user ‘bounces’ back quickly to search results because the article is not useful or appropriate will get rankings lowered.

They add Google also takes account of organic Click Through Rate (CTR), which means that lots of people clicking on your search result should improve your rankings.

There are many factors affecting rankings, and not all of them hold the same weight. So what do you need to check to make sure your website is top of the pops?


1. Optimise For Mobile-First

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Google’s Mobile-First Index uses a website’s mobile version as the starting point to crawl, to reflect the ever growing number of searches from mobile devices.

Make sure your content is consistent across Desktop and Mobile, in case Google ignores content ‘hidden’ behind menus, tabs or buttons on mobile versions.

If you have the old mobile ‘ m’ version of your website, switch to a Responsive Design.

Deliver a great UX so people stay on your Mobile site. For example, avoid pop-ups that cover content and frustrate visitors.

Check how mobile friendly your site is with and the Mobile Usability report in Google Search Console

2. Speed Up Your Website

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Top 5 Tactics To Get Your Website Found – Tactic 4

We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what do you need to know to maximise your visibility?

Tactic 4 – Smash Social Media

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Social Media is a fantastic and essential way for smaller businesses to compete with larger brands without having to invest huge amounts of money. You can connect with new audiences, solve customer problems, reach influencers, generate leads and drive website traffic.

Social Media is used by most people, increasingly on mobile devices, and customers expect to find you active on these platforms. For success at Social Media:


1. Plan Your Social Media Goals

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Status brew recommends developing a strategy so you know why you are on social media – this will guide your activities to grow your business online, and assist your time-management.

For example, do you want to build your brand reputation, create an audience base, connect with professionals, share your best content, generate leads and web traffic, or reach out to lots of people quickly?

Sprout Social gives examples of additional goals such as:

  • Brand awareness (growth, engagements, location)
  • Brand consideration (link clicks, web traffic)
  • Competitor analysis
  • Audience engagement (likes, replies, shares)
  • Drive customer loyalty
  • Customer service efficiencies (engagement speed and rate)
  • Find new sales opportunities (conversations to join)
  • Increase customer satisfaction
  • Product launch analysis
  • Positive reviews
  • Event attendance
  • Community presence
  • Boost credibility via thought-leadership

So conduct an audit of your social presence now to find out what has and hasn’t worked, and set your goals.


2. Analyse Where Your Customers And Competitors Are On Social Media

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Top 5 Tactics To Get Your Website Found – Tactic 3

Putting interesting new Content online is essential to attracting new website visitors and persuading Google to rank you higher in its search results. But how do you maximise your visibility?

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Tactic 3 – Love Inbound Links

Inbound links are links on other websites that point to a page on your website. They are also known as inbound links, backlinks, and links to your site.

Inbound links are crucial to Google’s PageRank system – the more relevant websites with good reputation refer to your site, the higher your website appears in its rankings. However great your content, your website power and traction is provided by trustworthy, authoritative sources linking to you.

Whilst link-building takes time to implement and reap results, Backlinko analysed 1 million Google search results in 2016 and found that links impacted rankings more than any other factor.

Quality links are more important than the quantity, although this varies by industry. Links in the middle of the main body of text are most valuable. A diverse and natural-looking anchor text (the clickable text section of a link) distribution improves your site’s rankings.

Inbound links are different to Internal Links – links that point from one webpage of your site to another page of your site, also known as website navigation. Internal links can assist your SEO by pointing to your best resources and improving visitor experience and time spent on site, which can improve your page’s search rankings.


Short-Term Actions To Win New Inbound Links:


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1. Check Who is Already Linked To You

Use Google Search Console to learn about sites that are referring to you. Be aware it shows all websites ever linked to you, including ones that have been removed, and you can’t check what anchor texts are being used.

Use tools to look at how you rank for certain keywords in comparison to your competitors and see what your link profile currently looks like.
For example, check an indicator of a URL’s PageRank using Ahrefs or use Moz’s “Domain Authority” metric


2. Check Who Is Linked To Competitors

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Top 5 Tactics To Get Your Website Found – Tactic 2

We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what how do you maximise your visibility?

Tactic 2 – Know Your Keywords

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Keywords are the words and phrases that your customers type into Search Engines when looking for an answer to their question. It is crucial you have the right keywords to rank well so:

1. Review what keywords and phrases you are using now

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Inspect your website headings (visible to the public), titles (visible to search engines, see, URLs, meta-descriptions, sub-headings, images alt-text, product descriptions, content and blogs.

Check which keywords and phrases you already rank highly for, using Google Search Console, or a keyword analytics tool such as SEMrush to see what keywords already bring searchers to your site.

Also check which pages you are indexed for, as if you are not indexed by Google, you won’t come up in its search results – find out more at

Identify what’s working, what needs to be improved, and where creating new content could improve important keyword gaps.

2. Generate keyword ideas

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Brainstorm keywords that buyers might be using to search for your service online. Use your audience personas ( – their demographics, motivators and pain points – to generate niche topics and therefore phrases that will be of interest to them.

Example 1:  For a Health & Safety Training Provider to be found by:

  • Emily – HR Manager, graduate, career-focused, wants to use a professional, credible company
    Keyword ideas: IOTB, NEBOSH & CITB accreditated training, How to win staff buy-in to a safety culture
  • Mark – Supervisor, results-focused, has to manage site safety and employees’ time off-site
    Keyword ideas: How to motivate staff to report near-misses, how to train different personalities to pass tests first time

Example 2: For a Home Cleaning Company to be found by:

  • Kirsty – doctor, relationship-focused, no time to keep a clean house and needs reliable service
    Keyword ideas: top tips for a clean-looking house in 10 minutes, checklist for your ideal cleaning company
  • Jo – age 34, Finance Executive, environment-focused, wants a clean but green, ethical home
    Keyword ideas: most effective green cleaning products 2018, how to encourage more recycling in your workplace

Short keywords describe the product or service, such as ‘training, cleaners’, but are very broad terms that have a huge amount of competition from other sellers to rank on Page 1 of Search Results, and may not have Commercial Intent – the searcher may not be your serious buyer.

Longer-Term Keywords or phrases, such as ‘CITB Health & Safety Awareness Training in Cardiff Bay ‘, ‘reliable home cleaners in Cardiff, Wales’, are likely to produce much lower search volumes, but ideally have lower competition to rank highly from other sellers, and high Commercial Intent – the searcher is likely to visit and purchase from quality website results. They are worthwhile if you know exactly what you need to rank for.

Medium Keywords, such as Health & Safety Training, home cleaners, narrow down the concept, and are somewhere in between the above 2 descriptions. For detailed explanations see

Short keywords are very high volume and competitive, a mix of medium and long-time keywords gives you a good balance between volume of searches and conversion likelihood.

3. Analyse competitors’ keywords

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Top 5 Tactics To Get Your Website Found – Tactic 1

We know putting fabulous fresh Content online is the secret to attracting new website visitors and helping Google rank you higher in its search results. But what do you need to know to maximise your visibility?

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Build 4 audience personas which accurately represent your target customers. Work out their demographic information such as gender, age, income, employment, location and education using social media profiles, customer service surveys and FAQs.

Add depth such as their interests, families, homes, pets, cars, holidays, clothes, sports, music, tech, food, news and entertainment sources.

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Look for trends, such as mostly men in their 30s or women in their 50s, specific cities or job roles, and other common factors such as marital statuses, career histories and interests.

Identify their motivator – money, recognition, achievement, comfort, independence, relationships, development or something else. What goal does your service help your personas achieve?

Discover their pain point – is it getting employees to follow safety procedures consistently or high staff turnover? What barriers to success does your service help your personas overcome?

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A good persona is a picture of who your customers are and who they want to be. It allows you to build deeper relationships by delivering personalised content where your target customers want it.

Examples of Audience Personas and Content Solutions For A Health & Safety Training Provider

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Potential Personas:

  • Emily – age 36, Human Resources Manager, graduate, career-focused, married with young children, runner
    Pain Point – wants to use a professional, credible training company
    Content Solution- website verifies credibility by displaying IOTB, NEBOSH & CITB accreditation, Mission statement, Client List plus an up-to-date Linkedin profile
  • Jack – age 24, Construction Worker, 5 GCSEs, money-focused, single, grime music
    Pain Point – perceives training as boring and trusts peers not companies
    Content Solution – website introduces mascot, interesting training methods, peer reviews plus amusing Facebook and Twitter posts
  • Mark – age 45, Supervisor, 20 years industry experience, results-focused, has a partner and grown-up kids, rugby fan
    Pain point – has to manage site safety and employees’ time off-site
    Content Solution – website promotes different options including e-learning and weekend courses, emphasises experience and Trustpilot reviews, plus Facebook gives 5 star recommendations and safety fail videos
  • Geoff – age 57, Director, 40 years experience, company-growth focused, married with kids and grandkids, golf and travel fan
    Pain Point – directors responsibilities including financial restraint and safety legislation
    Content Solution – the website reassures with accreditation, blogs, a pass promise, payment plans, discount deals and informative industry newsletters

Examples of Audience Personas and Content Solutions For A Home Cleaning Company

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Potential Personas:

  • Kirsty – age 46, doctor, married with teenage children, relationship-focused (parents, teenager’s friends, PTA, health club, dinner parties)
    Pain Point – no time to keep a clean house and needs reliable service
    Content Solution – website displaying customer testimonials, reassuring cleaning will always be delivered and all staff referenced, plus helpful Time Saving tips on Facebook
  • Jo – age 34, Finance Executive, environment-focused, single, gym bunny and charity work
    Pain Point – wants a clean but green, ethical home
    Content Solution – website introduces green credentials such as products used and recycling targets, and focuses on staff welfare, plus self-development blogs and Twitter posts
  • Mark – age 51, Company Director, divorced with grown-up kids, reputation-focused, racing and tech gadget fan
    Pain point – workaholic so wants to enjoy precious free time in nice environment
    Content Solution – website succinctly covers FAQs and has a postcode checker to quickly allow access to the local contact, plus Linkedin gives 5 star recommendations and home gadget articles
  • Ben – age 26, web designer, money-focused, living with partner, real ale, folk music, surfer
    Pain Point- building own business any time not in the day job – no time to keep house as well
    Content Solution – website reassures with minimum hours service, peer reviews, loyalty scheme and inspirational Instagram posts

The great thing about named audience personas is that when writing Content to promote your online visibility, you can check back whether it would be interesting and attractive to your Emily, Jack, Mark or Geoff. If not, change it.

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