SEO tweets for twits from an ex twit: second step to web domination

Keep at it, spin that wheel... let me know if I should get wiggy with it


Yesterday I was having a conversation about SEO in a professional forum and realised that not all companies know what an SEO specialist is. I did a google search and found an article revealing that SMEs don't invest in SEO because they don't know what it is nor recognise its commercial value. It's nearly two years old and is a tad biased but it still rings true. It reminded me of when I was an inhouse subeditor and people didn't have a clue what my job was. They didn't know that articles are not published as they come from the reporter/writer, they are nearly always rewritten by the features editor then checked and rewritten to fit the design by a subeditor, who also writes the heads and sells. And yes, one article came once on a piece of paper torn from a notebook and it was handwritten in green ink.

Back to SEO, so who is an SEO specialist? Unless massively talented and with the brain the size of a computer it's not just one person. There are links & optimization people, content writers, social media consultants, marketing consultants, web designers. Some offer ancillary services in cooperation with other professionals, others work with big digital agencies as contractors (that would be me!). Apologies if I forgot a specialism here, feel free to correct me.

However there seems to be a misconception out there that only the links people are SEO specialists. That might have been fitting (but only just) prior to Panda and Penguin updates, where a lot of dubious practices were stamped out (i.e. links galore but poor content). Having gone through the restructuring of two content websites (as a writer, not an SEO specialist), I can tell you it's not the case any more. So if you don't know what hit you (i.e. a Panda or a Penguin), read this great article on how to assess your website.

Now, if you still don't have a website and my previous post (containing a link to an article on how to build one on a budget) didn't inspire you, read this recent article about infographics. Apparently, 80% of customers trust a company more if it has a web presence. Now, again, there might be a bias there, but with high-street sales languishing and online sales going up, it's not far from the mark. 


So if you are building or thinking of refreshing  your website, do consider investing in SEO. Hire a copywriter, designer, link specialist or a social media consultant (or all, depending what you need) and raise your game. I showed you how to find the keywords your competitors use, now gather the ones that are relevant to your business (blitz your site and pick all the services, products you offer) and send that brief out. 


Many SEO specialists have different packages on offer, so there might be something in your price range. If you don't have any budget, visit www.great-seo.co.uk and take the DIY approach. I warn you (and I'm talking about my own website here), it's time consuming, so if you think that your time is better spent getting clients and looking after your regulars, I'd outsource this out to the relevant SEO specialist  (designer, copywriter, social media marketing bod, link person). If you need a full makeover, then you might need to find a digital agency that caters for small businesses (so you can afford an SEO A team of your own).


So you might well ask me: "Why didn't you hire a specialist but spent hours reading about SEO?" It was a career move, transitioning from print media to digital and from journalism to marketing/advertising. I haven't got a marketing degree so you might say that I studied at the University of Google.

Five top tips to improve Google ranking from an SEO expert

Alison in action at a conference

I first heard of Alison Rothwell through the blog network British Mummy Bloggers (recently rebranded as Britmums). She set up a free SEO group and taught us lots of tips. Nowadays she is a very busy, successful lady indeed and I hope she doesn't mind if I post this "oldish" article - on the web  everything goes at the speed of light. I feel it's still relevant and it shows up her great coaching skills. 


Improving your Google PageRank will, of course, have a knock-on effect on your position within the natural search results. But don't make the mistake of concentrating solely on PageRank. Improving PageRank should be a part of a well-organized SEO strategy. With that in mind here are five top tips to help you improve your Google PageRank.

1. Create a Google site map

Google has a great number of free tools you can use. So if you don't already have one, head on over to Google.com and create a free account, then follow the instructions to create a sitemap. While you are there, take a look at some of the other free tools they offer.

2. Get good back links

It's common knowledge that the more links you have, the better it is for your PageRank. But while it's common knowledge, it's not entirely correct. It's not so much the quantity of links you have, but the quality. All links should be from relevant sites, preferably with a high PageRank themselves. A good way of getting quality back links is to post in relevant forums. Answer any questions that may have been posted and include a link back to your site offering more information. DO NOT spam these websites with links,  though, or you'll be banned.

3. Mind your spelling

Sorry, but Google doesn't like spelling mistakes. So always make sure your content and titles are spelled correctly. It was once common practice to optimise sites with misspelled words for popular search terms to try and fool the engines. Those days are over, if your site has misspelled words on it, your PageRank will be penalized accordingly.

4. Check out what your competitors are up to

Do a search in Google for the search term you want to rank for. The people at the top of the list are doing something right, so let's take a look at what they are up to. Type the following search string into Google "link:competitor.com", replace competitor.com with the url of the top ranking site. You will now see a list of sites that are linking to that particular webpage. Make a note of the links and try to get them to link to your site as well.

5. Don't forget the rest of your site

PageRank, like the name suggests, is an indication of the quality of the page you're on, not of the website as a whole. A common mistake is to concentrate on increasing the PageRank of your homepage, thinking that it will filter down to the other pages on your site. Well no it won't, try to get links into the whole of your site, for a number of different keywords. Do all this correctly and soon you'll start to see the fruits of your labours.

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 Alison Rothwell is an online marketing expert who prides herself on helping small businesses achieve their full potential. Whatever the size of your business, visit www.alisonrothwell.com to find out more about her SEO workshops and social media expertise.