Ecommerce has been a catalyst in enabling new competition from non-traditional sources to enter the wholesale distribution sector. In a recent poll by the Federation of Wholesale Distributors, 39% of respondents said that the biggest threat to their growth was Amazon.
To compete with these new digital disruptors, businesses need to utilise a range of digital marketing tools to maintain their competitive advantage. We’ve spoken before about the latest tools from Google, yet, one of the best and most cost-effective ways to maintain online success is still Search Engine Optimisation (SEO).
SEO is a combination of strategies, techniques and tactics to increase your rankings in search engine results pages (SERP), whether that be Google, Bing or Yahoo. The ultimate goal is to increase your website visitors by helping your target audience find your products more quickly and easily.
On-site SEO refers to the keywords, content and structure of your website. Each webpage will have different content and structure, and so different keywords will be required to ensure people are directed to the right content. However, when choosing keywords it’s essential that you consider your target audience and what they may be searching for.
To help you optimise your onsite SEO, plugins such as Yoast provide an easy-to-use colour code system to determine your on-site SEO score. This is a measurement of how well various aspects of your website will contribute to SEO. These include:
- Technical – Is your website built well? Does it have a good response time? Do all the links work?
- Content – Is the content valuable to your readers? Does it make sense and have good readability? Do your keywords match what the content on the webpage?
- User experience – Is your website easy to use? Is it easy for the user to find what they are looking for on your site? Is it easy to navigate?
- Mobile – Is your website optimised for mobile? Can you still do everything required on a mobile version that you can on a desktop? Find out more about mobile
When used effectively, on-site SEO helps search engine crawlers determine what rank to give to your site.
Off-site SEO is also crucial for attracting new customers to a website. This refers to the number of inbound links you have to your website from other webpages. For example, links from your social media accounts, customer websites or partners your company may be involved with.
However, for these links to be a success you need to consider the domain authority of the linking website. This is an analysis of the website’s reputation and is usually a score out of 100. The authority score often takes account of the SERP rank and overall trustworthiness of the website and if the authority score is low, it could have a negative impact on your offsite SEO efforts.
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