SEO Recipe Ingredients
URL For Brand or Services
Choose a URL (website address) that is either your company name/brand or relates to your services and location (optional)
Fast and reliable hosting, with great customer support. Cheap hosting means a website that is slow to load.
WordPress loaded into your hosting with a theme that is fully mobile responsive (changes how it is displayed on mobile phones and tablets)
A page for each service you offer. If you work in different geographical locations – a service and location page for each.
Clear, high quality images that instantly demonstrates the service or location the page relates to.
Add the plugins that will make your website more search engine friendly such as Yoast, caching plugin and image optimisation plugin.
Content / Copy
For each page, create a list of the search terms (keywords) people are likely to use to find your website. Ensure these are, in a natural conversational way, are included in your content.
Call To Actions
More for “conversion rate optimisation” than SEO, but have clear calls to action throughout each page. Make it easy for potential customers to contact you.
Website visitors (and Google) love videos. Create a relevant video for each page, if possible and sensible.
Google loves fresh content. Blog posts will attract visitors to your website. Create a blog section on your website.
SEO Recipe Method
- Choose a URL that is either your brand or company name. A few years ago if you wanted to rank, you had a domain name that included the services and location i.e. www.seo-company-bristol.co.uk. Google is more brand aware, and a brand name URL has as much chance of ranking as a keyword filled one. If you work only in the UK, then choose a “.co.uk” domain name. If you work anywhere else in the world (instead of or as well as the UK), choose a “.com”. If the required domain name isn’t available, consider adding hyphens between the words, but NEVER more than two hyphens in the whole URL.
- Your website needs to be hosted on a server that is reliable and fast. In case of any issues, you will want the best support 24-hours a day. Broadly speaking, the more you pay for your hosting, the faster and more powerful the servers and the faster your website loads. For the balance of speed versus costs and superb support, we recommend these guys for the best WordPress hosting with brilliant support. A fast loading website is essential for good rankings and customer conversion.
- In your hosting cpanel, use “Softaculous” software to install WordPress. If the “In Directory” field has “wp”, remove this and leave a blank field. “Sitename” should include keywords, location and company name. For large brands, only the company/brand name. Ensure the “username” and “password” are unique (not, repeat NOT “Admin”) but also easy to remember. You will need these everytime you login to the administrative back-end of the website. Choose a theme (you can change this later) and press “install”. In a few seconds, a blank WordPress website will be installed on your hosting.
- Plan and layout the pages on your website and navigation menu so that it is easy for website visitors to find the specific information they require. Ideally, these will be the different services. If a service has elements that can be split then do that. For example, we offer SEO. We offer SEO services for businesses, we offer SEO training and SEO Consultancy. Although all related to SEO, they are all very different services and website visitors looking for one of those services will be looking for very different information. Creating a page for each service allows you to write specifically about that service. In addition, if you offer those services in different geographical locations, i.e. “SEO training in Bristol” and “SEO training in London”, then a page should be created for every service in each location.
- A picture paints a 1000 words, so the saying and song will tell you. The images on your website directly reflect your brand and company. High-quality images make it instantly apparent to the website visitor the services or location the page is referencing. Investing in the best imagery available online will repay you many times over in customer conversion. Should you ever use low-quality images on your website? There are circumstances where it would be applicable to use low-quality images. If you are trying to portray your services as very low-cost or if you are trying to portray yourself as a 1-person or trade. Also, actual images of your work, captured on a smartphone, may better explain your services than a high-quality image from say, “Shutterstock“.
- There is a balance to adding plugins on your website. Too many, and your website will slow down. There are some WordPress plugins that we would recommend to make the website faster, more secure and make it easier to apply great SEO techniques in a simple, easy and tech-free manner. Website speed – you will want to add a caching plugin. There is any number of free WordPress caching plugins, such as “W3 Total Cache“, although most of these need a good degree of experience to set up the plugin correctly. If you are willing to pay a small fee, but want a very fast website, without any set up at all, then the best WordPress caching plugin, in our opinion, is “Viper Cache“. For the best security for your website, we recommend “Wordfence” a free plugin that requires no set up at all. For SEO, the only plugin to recommend is “Yoast“. This free plugin is fairly easy to use (even for beginners) and the SEO benefits are tremendous.
- Regardless if the preference for your website is a ‘minimal’ design, you need to add content. Copy, words and content are what Google uses to identify the messages, services or products that are on a page. Ideally, your page will have at least 800 words. If your local competitor has a page with 1200 words regarding a service, then you should have 1500 or 1800 or 3000. Not just words for the sake of it though. Use a keyword finder, to find the search terms that people are using to find that service. The keyword research tool we recommend is free to use, gives you a huge amount of alternative keywords you can include and if you add a location (Country or City) it will list the websites (competitors) that rank for that search term and the relevant information that will help you to outrank them!
- The reason we apply SEO to a website is to gain rankings in the “natural” listings so, in turn, we get targeted traffic to our website. The reason we do this is so to get enquiries and sales. Firstly, decide what course of action you want the website visitor to take. Do you want them to buy from the website? Do you want an email enquiry, telephone lead or a visit to your premises? Ensure that the preferred action you want them to take is very visible. These are called “call to actions” (CTA) and whenever a visitor scrolls down the page, a CTA should be visible. A CTA could be a “BUY NOW” button or “Visit Our Showroom” or “Call now for the best prices”. Make it clear and easy for the customer to make contact with you. As an example, we want businesses owners to either use our free SEO Audit Report tool (CTA above), to measure their website against best SEO practices or make contact with us by phone or email (CTA below).
- If a picture paints a 1000 words and a video is a 100 images? You can do the maths. Some people prefer to watch a video than to read through the content. Google will make an exception on the word count of your page if it includes a video. (However, you still need enough keyword-rich content to get the message across). A simple video, between 30-60 seconds long can show off a product, have a member of staff explain a service or a customer give you a review. All build trust with the website visitor. Wherever possible and relevant – add a video to your page.
- A blog or latest news section is a must for a website that wants to be found in search engines. It has so many possibilities and opportunities and only takes a little thought and time. If the word count on your pages is low, a blog post can raise the average word count of your website. It allows you write and discuss issues or problems that your potential customer could be suffering, and the solutions you offer to solve them, it can be industry news and your opinion on it, which builds the authority of your brand. It can be an article on a member of staff, so customers get to know you and your team. If it is relevant to you, your customers, your industry or competitors – write a blog about it. Linking from a blog to a page about your services will also help that page rank, as well as make it easier for your customers to navigate around your website.