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Category: Marketing Linguistics

  1. Website Marketing Basics - Website optimisation

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    Website optimisation from SEO linguistic profiling to creating content Google likes 

    Website optimisation takes into account a lot of what was discussed in the last chapter. If you already have a website that has been designed for you or you have had for while you may need to have a long hard analysis of your site and how well optimised it is in relevance to your keywords needed. Relational SEO linguistics can play a role here but for this stage we will hold on to that thought. 

    Your website needs to reflect the business, charity, cause or image you want to portray, and you need to think about including the keywords you need that go along with this strategy.

    Once you have your keywords where should they go? Well, there are different schools of thought on this. One is that it should be part of the meta tagging which is part of the programming. Now some websites and magazines say that is less important than it used to be and that may be the case, but the problem is some web design companies take this too literally and say it is not important at all. The key is the term “less” important than it used to be. It does not say it is not important at all it is just “less” important than it used to be. So, my school of thought is that it is far better to include something that is less important but still may have some relevance. So include it even if you are told otherwise. It is far better to have something and not need than not to have it and need it. At least that’s the way my mind figures it.

    If you want your keywords included in your meta tagging, you will either have to learn HTML/programming or get someone to do it for you. Some content management systems can make it easy to do this yourself with some basic training.

    Becoming more and more important as Internet and search engine technology changes happen is the actual content or copy or the website. This needs to include your keywords and phrases as part of the explanation of what you do and where you operate. You could just include a long list of keywords or phrases as part of the copy, but this is not recommended because if the search engine does not consider it relevant or part of the genuine copy of the site, it will be seen as spamming. Your site will be removed, so it is best to just include genuine well-placed keywords that make sense as part of the website copy.

    The key is to understand what your customers will be typing into the search engines and what will work for you. For this, you need a close understanding of who you customer is. What are their habits, their likes and dislikes? What are they interested in looking at online? What do they use the web for? Do they access it through mobile, tablet or are they still computer-based surfers? Are they tech savvy or a bit reluctant to give it a go? Are they comfortable with the web experience or are they someone who prefers some more tactile approaches?

    A little bit of SEO linguistic profiling

    These are all questions to ask, and they can drive the content and linguistic profile of your content. If you build a psychosocial linguistic profile of your ideal customers, your target audience, you can tailor your content to meet their needs. With some social network listening tools and some data mining using forensic linguistic techniques (we will cover this in future posts), you can really unearth some gems in the digital marketing world that can give you the competitive advantage.

    seo support telford

    You see one of the areas that website marketers and digital marketers miss when looking at their client's needs is the neuro-linguistic profiling of their customers to drive content decisions.  Linguistics, the study of the science of language/words, and especially combining the skills of forensic linguistics, cognitive linguistics, sociolinguistics and behavioural psycholinguistics can open up a multitude of insights to your potentialcustomers online.  Think about it: people use written, and now more and more spoken, linguistics to find what they are looking for, converse with friends, ask for directions or research topics.

    Going further in delivering what the search engines and the customers want

    Your website needs to be both search engine marketable and customer friendly, so you need to bare both of these aspects in mind when writing your copy for your site. This is not always an easy task, and as SEO professionals and digital marketers we constantly weigh up the balance, in SEO terms, of what do the search engines want? And is it the same as what the customer want?

    For me, the key here is keeping the focus on the customer. If you get the content right for the customer, then you will, over time if not right away, score big with the likes of Google. Search engines are constantly looking to up their game to deliver a better content experience to their users. Ultimately this leads to revenue for them through paid adverts, but they also understand that it’s a fine balance between earning revenue and making sure what you deliver is an excellent experience.

    For larger businesses it’s key to get a technical SEO audit

    Of course, this does not replace the need for a proper keyword audit and a technical SEO review of your website, comparing this with what the search engines will be looking for. You will also need to ensure the site structure is correct, hiring the services of an experienced SEO engineer may be necessary. They will look at everything from aligning your website with the SEO goals, looking at reducing duplicate content, defining the best URL structure, ensuring the pages and images are correctly indexed, to mention just a few but not forgetting mobile search friendliness and local, national and international search friendliness.

    This may seem somewhat overwhelming if you are a small family butcher or someone looking to run a not for profit and money is tight.

    Considering this is a somewhatbasic review of optimising your website. But if what I have mentioned in this section is above your budget, out of your comfort zone or your website provider gives you limited access to some of the areas that need optimising (get a new provider if this is the case, it’s not 2001 anymore) then you should not stress. To emphasis can be put on your site being 100% up to the SEO standards of the day.

    In 2017, which is when I am typing these words into my word processor, there are so many ways to drive traffic to your website that getting bogged down with high-level website optimisation is something you can focus on when you really need to, not when time is limited, or you are just starting up. That said is you are starting up just take a few moments and the time to keep things clean.

    There are plenty of website providers that provide in built templates for their content management systems that include SEO tools. These will vary in their effectiveness so a bit of research on providers and their web templates SEO friendliness scoring might be prudent before signing up with someone for the first time or moving from one provider to the next (some caution on this point will be posted in the future).

    My days in SEO started with hard coding (hand coding/writing code) for websites for SEO effectiveness, often by reverse engineering what was working for the competition and improving on it for my clients (a little bit of SEO hacking). These days I have very little time for that, so I use a simple solution/web content management system provider like this one from create.net. It is simple to use, and the hosting is nice and cheap, which as I am mainly working full time in sales and marketing management and on research projects and publishing content these days within the digital world, suits my needs just fine.   

    Need something a little more professional?

    If you are looking for something a little but more polished, sophisticated and bespoke to your needs visit www.isev.co.uk these guys are ultra professional web design wizards, and I couldn’t recommend them highly enough. I have worked with them on plenty of projects over the years, and all of their clients speak highly of them. Just let them know Sam O sent you ???? you might not get a discount but they might buy me a beer



    Website optimisation from SEO linguistic profiling to creating content Google likes   is basic free advice by SEO linguist, Digital & Behavioural Marketing Analyst: Sam O'Prey from Telford, Shropshire, West Midlands UK specialist in helping charities, not for profits, social enterprises and activists to get their message noticed


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  2. Website Marketing Basics - Keyword analysis

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    What is keyword analysis and why is it important?

    Well, quite simply it’s the analysis or keywords, well duh. But seriously if you remember in the first chapter we talked about keywords or phrases, which are the words an internet surfer uses when looking for a product, service or website in a search engine.

    They type these keywords or phrases into the search box of the search engine, and the search engine spiders then crawl through their database and list all relevant websites in the most relevant order.


    Keyword analysis can break down into two areas of concern for you the would-be internet marketer.  

    1. An analysis of the keywords or phrases that your potential customers may type in to find a website like yours.
    2. An analysis of the keywords on your website and in the back end of your site to see how they relate to the keywords your potential customers will use.

    Understanding this process and getting it right can be crucial to your website success. 

    The first step in this is a simple research strategy whereby you look at the competition and the keywords that they are using or that they come up under and start making yourself a list.

    There are keyword suggestion tools out on the web that can be quite useful in finding keywords to use. As well as keyword popularity tools that will tell you the most popular keywords used and the average search volumes there are for these each month.

    Knowing what the most popular search terms and words are will tell you where you should be aiming your keywords. If your market is a particularly vibrant and competitive market then you may look at the less obvious keywords or misspelled versions of those keywords that the bigger players may not have thought of to gain a market edge. Remember the internet is a fast-paced environment where the searcher does not always have time or worry about the correct spelling or search term.

    If you are going to use a term that is less obvious try and think out the box slightly, maybe you will use slang terms or specialist terms so that you stand out. Try and look out for where the competition has missed a trick.

    Another good trick is to look at getting regional coverage first and national and international coverage second. By making your keyword phrases geographical you may find that you become the biggest player in your given area and you may leap frog some of the more established companies in the area.

    There are no wrong or right keywords there are only keywords that relate to you. Try to keep the keywords related to your product or service if your site comes up under a search term that has nothing to do with what you have to offer the user will leave quicker than they arrived.

    Keyword analysis is also a very important part of your adwords or pay per click campaigns so bare this in mind when preparing a campaign. You can find very useful tools that will give you an idea of good and strong keywords to use both in your advertising and on your website. In Google Adwords this tool is simply called the keyword tools.


    Website Marketing Basics - Keyword analysis - advice by SEO, Digital & Behavioural Marketing Analyst Sam O'Prey from Telford, Shropshire, West Midlands UK helping charities, not for profits, social enterprises and activists to get their message noticed