3rd December, 2012

What is the best way to go about your SEO Web Design?

What is the first thought that comes into your head when you think about a brand new website for your business? The Design and Look! This is a common mistake by most business owners and you might be thinking why?

Well, if we said to you “It’s great having a fantastic looking website, but if no one can find it, what is the point of it looking fantastic?” we can guarantee that you are thinking the same thing as us and this is the mindset that we use when starting any new build projects at Essential Marketer.

There are 3 key points to think about when you are starting to think about the online marketing of your new website, these are as follows:

  • What do you want people to find you for?
  • How are you going to answer all these questions?
  • Designing the site to convert the traffic?

The first questions you should be asking yourself when building your new website is:

I. What are my main services I offer and do people search for them?

There are some free tools around that can tell you how many people search for the services you offer and the different variations around your main service phrase.

e.g. If your new site is providing “SEO Web Design” and you are based in the “Birmingham” area, the most likely phrase to start your research with is “SEO Web Design Birmingham”

The main tool that many people use to start their initial keyword research is the Google Keyword Tool. When using the tool you want to ensure you are looking at the Exact Searches (a tick box down the left hand side) and also Local Monthly Searches (you can toggle the columns on and off on the right hand side).

Once you start adding in your initial keyword ideas, additional keywords will be presented to you below your first search, as you progress through your research you will begin to build up a bank of keywords that you may want to work on and you will be asking yourself the next questions in the SEO web design process:

Well which keywords are the best ones for me and my business?

The common mistake is to just go with the amount of searches that the keywords get each month, but this isn’t always the best way as they may not convert into business. There are several different metrics you can look at to decide which keywords to work on for you new SEO web design Birmingham website, but the main ones you want to think about are below:

  • Cost Per Click (CPC)
    • if businesses are willing to pay a high amount per click then this indicates businesses are willing to allocate a budget to this keyword as it converts to business.
  • How Specific is the keyword?
    • How specific is the keyword to the service that you offer, see below:

e.g. if you sell ‘red office desk chairs’ but you work on the keyword ‘office chairs’ the people finding you haven’t decided what type of office chair they would like. Whereas if you focus on the keyword ‘red office chairs’, the person coming to your site has the mindset that they want a red office chair. Although this has less searches than ‘office chairs’ you are a lot more likely to convert this keyword into business/sales.

II. How are you going to answer all these questions?

Once you have completed your keyword research you could have anywhere between 10-500 different keywords depending on your business model and you will begin to wonder how it will ever be possible to cater for all these different keyword terms. So, the next questions you will begin to ponder over:

How do I go about prioritising my initial focus?

The best way to go about this is to first of all think about your overall main service and this will mainly be aimed at the home page of your new website. Once you have decided that you can then begin to work your way through the other keywords and prioritise them by how they match the exact services you offer.

How do I answer the questions for all these keywords?

Once you have done this you then to need to group the keywords into different keyword themes, these will then become the landing pages that you will need to create on your new SEO web design birmingham website to answer the question the user is answering. see below:

e.g. a keyword such as ‘plumbing service birmingham’, could also have variations such as ‘plumbing services birmingham’, ‘birmingham plumbing services’ and ‘plumbing services in birmingham’.

From the example there are 4 keywords, and 3 of them are very similar but then there is one that is slightly different, ‘birmingham plumbing services’ and this will need its own pages within your site or be cut from the your initial focus.

What do I then do with my keyword themes now?

Once you have grouped all your keywords into different themes (you should have around 1-2 keywords in each group, 3 max) these themes of keywords will then become the pages that you will need to create when building your website structure.

e.g. Theme 1 – plumbing service birmingham, plumbing services birmingham, plumbing services in birmingham
Theme 2 – boiler service birmingham, boiler services birmingham, boiler services in birmingham.

From the example you will get two pages on your website that will answer those keywords, a ‘plumbing service birmingham’ & ‘boiler service birmingham’ and you will need to then write 300-400 words with images and videos if possible.

Once you have completed all the above you will have the SEO web design website architecture to begin your planning the design work.

III. Designing the site to convert the traffic?

Now that the initial research has been done to give you the comforting feeling that your website has the potential to convert into business, this is now the time to begin looking at the site usability and call to actions on the pages we have created above.

There are many different factors to take into consideration when looking at this part of the build and you can view an article we have created about conversions and usability here.

In Summary…..

We believe here at Essential Marketer that the starting point of any new campaign is the above process, and when we are working with new clients this assures them that the investment they are making in their new business is going to be returned to them. If you would like to find out more about working on a SEO web design project then don’t hesitate to contact one of our team members on 0845 508 5008 or contact us through our contact page here.

137 Golden Cross Lane,
Catshill, Bromsgrove,
B61 0LA

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