Improving search engine rankings

When you want to be noticed

93% of online experiences begin with a search engine*. This means, simply having a website is no longer enough. You need to ensure customers can find your website easily through a search engine.

Key points

  • Use analytics tools to see who visits your site.
  • Make your site relevant, informative and simple to use.
  • Add a blog to attract prospects.
  • Create content that people want to share so they’ll link to your site.

Help customers find what they're looking for by matching the language on your website to their search words.

Why do it?

Grow your audience

It’s estimated that Google alone, receives over 3.5 billion searches every day worldwide**. You can reach these potential customers and help drive them to your site by appearing higher up in search rankings, and doing it more often.

Target specific customers

By targeting the specific keywords or phrases that customers are going to be searching for, you're more likely to get the attention of those who are interested in your company's offering.

Boost your sales

Help customers find what they're looking for by matching the language on your website to their search words. This will also help ensure that when they click on your link in their search results, they go to the correct page on your site. By delivering a seamless customer experience like this, you can improve your conversion rates.

How do I do it?

Start using analytics

It may sound very technical but 'analytics' come with instructions that are easy to follow, helping you see who is visiting your website as well as how they are getting there. This lets you tailor your online marketing accordingly.

  • Choose the analytics tool that will be of most benefit to your business. There are some free tools, including Google Analytics and Google Webmaster Tools, and Bing Webmaster Tools†. There are also paid-for tools available such as SEOmoz Tools, Majestic SEO and RavenTools†.
  • You'll then need to add some coding to your website so the analytics tool can monitor your online traffic. You can either do this yourself using the instructions provided or hire a web developer to do it for you.
Find the right keywords

Free tools like Google's Keyword Tool and Bing's Keyword Research Tool† let you know which keywords and phrases relevant to your business get searched for most each month. You can then select the most common ones – avoiding those that are highly competitive or very expensive – and make sure they appear throughout the copy on your website.

Make sure your website is relevant

Search engines use 'spiders' or 'crawlers' – think of them as software robots – to look at the words, links and activity on your website. They'll then use this data to decide how relevant your website is to people searching for particular keywords, and rank it in their search results accordingly.

To get noticed, your site needs to be relevant, informative and simple to use. It's important that search engines regard your site as being valuable to their users, so write high-quality copy for every page. You can also help by using those all-important keywords within the various pages, and by including navigational links and social media buttons, letting people easily share your content.

Encourage links to your website

Search engine spiders also analyse how many visitors – and what type of visitors – are including links to your web pages on their own websites. If a large number of ‘reputable' websites are providing links, this will increase your ranking for specific relevant words and phrases.

To encourage people to link back to your site, you can:

  • Create content that visitors will want to share with others, whether useful support and guidance or entertaining stories.
  • Add a blog to your website, letting you regularly share your thoughts and opinions on subjects relevant to your website's visitors. This content can also be shared by readers and is quicker and easier to update than your main web pages.
  • Build relationships with bloggers who talk about your industry or who have a similar audience to you. You might even be able to submit a post for their blog containing links to your website. If they like what you do, they can become useful long-term advocates of your brand.

Further Help & Guidance

Related content

Building your website

Online marketing.

Making the most of social media



†Please note that these are just examples of the types of analytics and keyword tools available and Lloyds Banking Group does not endorse the services they provide.

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