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Your company website is an essential tool in your sales and marketing strategy. Essential because it has the power to reach your existing and potential customers across the globe, and to deliver leads and sales for your business.

Increasing the sales and profitability of a company is a challenge that most business owners and CEO’s face every day. An under-performing website will impact on the sales and growth of your business, but how do you deal with an under-performing website? Well, by improving its SEO – Search Engine Optimisation.

In this article, we discuss 5 essential on-page SEO techniques to improve website performance.

But first, what is SEO?

Search Engine Optimisation is the process of improving your website so it attracts more visitors when people use online search engines to look for products, services or answers to questions. Good SEO is an essential part of inbound marketing.

SEO can be broken down into a number of categories. Here are the critical on-page factors to consider:


1. Keyword Research

Keyword research is the process of working out the keywords and phrases your customers use to search for your products or services. Determine who your customers are and what goals and problems they may face so you can start to understand how they would search for your products.

For example, if you supply engineering parts and equipment, and you want to target specific industries such as the oil and gas sector, potential customers might search for “oil and gas engineering supplies,” or they might be looking for certain products types, “oil drilling equipment,” or, “oil and gas piping”.

Your company might supply replacement parts in which case you could be specific “replacement parts for the (insert equipment name)”.

As you compile your list, think about your customers buying journey and categorise what customers would search for at each stage of the journey.


2. Keyword Optimisation

When you have compiled a list, optimising your website for these keywords will help to drive traffic for the chosen keywords.

Remember though, as you are trying to get on the first page of results, so are many of your competitors.

Think about your Buyer Personas and optimise your keywords using the language your customers would use.


3. Content Creation

Good SEO is about creating content that is useful and relevant to your customers while using the keywords and phrases you want to be found for. Speak the language your customers speak and solve their wants and needs.

Planning content for your website by using a content plan will help to map out the information you want for your landing pages and blog material which all to help promote your keywords.


4. Page Optimisation

Having a website that is intuitive, informative and built with your customer in mind is good SEO. First and foremost, build for your customer, not the search engines. However, search engines do need to be able to find your website. There are techniques you can employ to optimise each page on your website so that search engines can easily find them when they complete their “crawl”.

Optimising pages titles, creating keyworded URL’s, using image ALT tags, intuitive navigation and relevant associated outbound links are all helpful techniques to build good SEO for your website.


5. Mobile Optimisation

Around 80% of internet users now use a smartphone over a desktop or tablet to browse the web. Search engines will actively penalise a website that is not mobile-friendly by pushing the site down the rankings, so it’s critical to ensure your website is mobile-friendly.

Thinking about design and content that can easily be viewed on a mobile device is key – nobody wants to do lots and lots of scrolling and content needs to be punchy with strong calls-to-action.

Download our FREE Guide to Boosting the Performance of your B2B Website with SEO & Keywords

These are just 5 of the essential techniques you should employ for your website to boost performance and get found by new visitors searching for your product and services.


For more information and tips, check out:

Free Guide to SEO & Keywords for B2B Websites

Topics: SEO, On Page SEO, Page Optimisation, Keywords, Mobile Optimisation