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Optimising Your Website - AND Getting The Balance Right
These days it seems so many business owners are obsessed with the concept of SEO (Search Engine Optimization). There’s tons of information and advice available on the net, much of it conflicting, and it’s easy to spend hours modifying, re-writing, and tweaking your web site. Adding some keyword-rich content here, building reciprocal links there. But does this approach sometimes leave our site visitors cold?
Apparently, over 90% of web users rely on search engines to find the information they seek, so yes, it IS important to find ways to boost your rankings. But all too often it seems this has been done at the expense of user-friendliness. In other words, the site may appeal to the search engines, but does it appeal to the visitors?
Have you ever come across a webpage where a particular keyword or phrase has been repeated so often the text becomes almost unreadable? How many times can you include the phrase ‘cheap car insurance’ in a piece of copy and still make it appealing to read? It’s irritating, but of course this repetition helps entice the search engines. The question is, how many people get fed up trying to read a heavily-optimised chunk of text (which is clearly aimed at a ‘robot’ rather than a human reader) and click away? Which leads to a bigger question: should you build your website specifically to attract search engines or should you approach it from a more human angle, ie, build a website that appeals visually, contains plenty of relevant content that changes regularly, and encourage return visits by providing quality information of real value?
That’s what we’ve always aimed to do with Business in Berkshire. Our site appeals to people and because the content is interesting and well-written, we get plenty of return visitors – and more and more new visitors are subscribing to our newsletter every week.
The more popular the site has become, the more frequently we update our content, and the higher we are ranked in search engines.
Our Crusader and Campaigner members are able to publish their own regular articles on our ‘Members News’ page and in our newsletter which in turn helps boost their own search engine rankings. If you’d like to find out more about how this works, please contact us on 01753-852904 or email jon@businessinberkshire.co.uk.
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