The optimisation of online content is crucial to a business and its ability to spread a message across its platforms. The majority of people start their online journeys using search engines like Google to help them find what they’re looking for. So to maximise the number of visitors to your agency’s website, you need to make sure that your site appears high up within the list of results displayed on search engines, using a practice called Search Engine Optimisation, or SEO.

Ritu Goel, Organic Performance Manager at ZPG, explains how it’s a good idea to start your approach to SEO using a practice called ‘on-page’. On-page SEO optimises all elements existent on a website, from the visual elements to the code written behind each page. It’s a good place to begin because you have more control over what appears on your own website than anywhere else. So the process of optimisation is more easily accessible, and it doesn’t require too much time or effort to get the basics right.

Unlocking keywords
Using keywords in the content of your webpage will help you drive more relevant traffic to your site. It increases the likelihood of your site being ranked higher up the results page on Google when people search for things that match the keywords used in your content. It’s important to note, however, that overstuffing or cramming too many keywords into your content can lead to being penalised by search engines. So don’t overdo it.

Linking up
The structure of your website is important because you want it to be easy for users to navigate around and find what they need. Internal linking is essential as a tool to help users travel between different pages within your website, creating a better user experience. And when done properly, it can prolong the amount of time that a visitor spends on your site overall.

Mastering Google
Using Google Webmaster tools can help you cut down the risk of making unprofessional mistakes on your site, like broken links or duplicate content. It can also make the process of submitting a newly created website to Google for indexing much faster, shortening what can otherwise sometimes be a fairly lengthy process.

Ritu’s top tips:
1. Have a list of keywords in mind
2. Think carefully about your website structure
3. Use Google Webmaster tools