If you want your website to appear competitively in search engine results when people look for the products, services or information you offer, the single most important piece of advice I can give you is –
Use the words your prospects and customers use, in the content of the page you want to rank.
It sounds obvious, yet this is the most common mistake I see websites making:
– They use in-house terminology that no-one outside of the business uses.
– Or they use industry jargon to communicate with users who don’t understand that jargon (a common issue for business-to-consumer websites).
– Or they over-use one single keyword or phrase and ignore the many different words and ways people search.
The solution is two-fold. Thoroughly research the keyword phrases your customers are using, and then map those to individual pages on your website (creating new pages where they don’t exist).
I’m simplifying a hugely important activity here, and it needs time and careful attention to get this right. But done well this activity is the absolute bedrock of SEO success.