Website Optimisation Strategies for Small Business-2020

A few years ago Google kind of revealed that they utilized around 200 positioning components to decide SERPs. A great deal has changed in the last 10 years. Well, there is one thing that hasn’t. You don’t have to sweat each positioning component. A few factors convey significantly more weight than others.


In the event that you simply want to concentrate only on the basics, you can, of course, smash it in 2020. In this post, we will explain what all these factors are and how to apply them to your current or new website. These SEO tips will give you a clear understanding of the way the search engines operate and how they determine who’s ranking first, second, third, etc.


Optimisation incorporates how web crawlers comprehend your pages.


In contrast to your site’s traffic, web search tools can’t utilize visual data and setting to figure out what a page is about. Rather, they depend on content and HTML components to decide the theme and the context of the website. Web crawlers list this data, and when clients search explicit words or expressions, they give the most applicable pages in their database. Each web index has its own calculation for positioning pages, yet prevalent ones like Google and Bing utilize several elements to decide how to request results.


In the event that your page doesn’t give the majority of the important data that a web index needs to get it, it most likely won’t rank well in GoogleBingYahoo and other search engines. In the worst case scenario, the website that outranks yours probably is the one that is owned by your rivals. This implies in the event that you need to acquire potential clients, web crawlers should most likely comprehend your webpage.


Increase your credibility and authority


The Internet has radically changed the sales process for all the businesses that are online. Customers approach an abundance of supportive information that can enable them to find out about their alternatives before they talk with a business delegate and make their final decision.


When you make educational, profitable substance, you have the chance to build that very important trust and credibility with potential clients straight away. Initially, a client discovers your site by looking for data identified with your industry and seeing one of your assets in the list items. At that point, they read that asset. On the off chance that they like it, they may send it to their family, colleagues or friends and join your email list so they continue to receive the value for the content that you produce.


Mobile-First Indexing


Google formally started revealing the mobile first index in March. Many digital marketers were already adopting the mobile firstapproach well before the authority rollout. Here are a few nuts and bolts for making your site device versatile:


  • Make your site versatile to any device; be it at a desktop or any smaller devices such as tablets and mobile phones.
  • Continuously scale your pictures when utilizing a responsive structure so the pictures appear clean and well positioned on any device.
  • Utilize short meta titles due to the fact that it will be way easier to read on mobile devices. Although there is a recommended amount of characters (60 characters) that every meta title has to be.
  • Maintain a strategic distance from pop-ups that spread across the whole screen on a small device and restrict the visitors from checking out your content. Don’t get me wrong, pop-ups are great but they need to be properly built so they don’t annoy your visitors and consequently make them leave your website.
  • Less is more on portable devices. In a mobile-first index, long copy doesn’t really mean that you will get more traffic and better rankings.
  • Clients and crawlers need to see exactly the same structure and text.


Technical SEO


Some consider performing technical SEO overwhelming. Nowadays there are numerous SEO tools accessible to everybody (paid and free), therefore SEO audit is never again the same overwhelming process that everyone was hating. The key, nonetheless, is to realize how to translate the information gathered and how to put it in good use.


For a beginner, you have to make sure that the following applies to your website:


  • Make sure your website is responsive or also called mobile-friendly.
  • Check for any kind of errors and mitigate them where possible. If not comfortable with that, simply look for someone who is more familiar with the coding.
  • Create and submit your robot.txt to Google Search Console(GSC) and run a test in order to make sure that there are no errors.
  • Check your page indexing with GSC. Analyse and fix any issues found.
  • Check for duplicate pages as well as content and titles.
  • Review your site content.
  • Check if Google Analytics is set correctly.
  • Check for broken links. These are very important when it comes to UX and are also considered as a ranking factor.
  • Create your XML sitemap, upload it to your root folder and submit it Google Search Console afterwards. You can use the free version of Screaming Frog to generate your sitemap. If you are using WordPress there are plenty of decent plugins that will do all the work with few clicks of a button. In case you use Shopify, there is no need to do anything because Shopify auto-generates your sitemap.


Speed Optimisation


Page speed directly affects your traffic and the way you convert visitors into customers. Google said that the average time for a mobile-friendly website to load is roughly about 22 seconds. Technically this is not true. Come on, who would let their website to load for 20+ seconds when visitors are leaving if the website is not fully loaded within the next 2-3 seconds. Here we can have a long debate about visible content loaded and fully loaded website but this is a slightly different topic that we might dive into a new dedicated post. Moderate page speed makes a poor client experience, which is the reason Google uses page speed as a positioning variable. Here are some good practices that will make  pages load faster:


  • Limit HTTP demands for the various pieces of the page, similar to contents, pictures, CSS, JS.
  • Compressing and combine files when possible.
  • Have both CSS and JavaScript load at the same time.
  • Make JavaScript load after significant documents have.
  • Reduce DNS query time.
  • Improve server response time.
  • Utilize better hosting.
  • Use Browser Caching.
  • Scale down picture sizes and compress them with image compressor(That way you keep the image quality but reduce the size of the actual file).
  • Utilize a CDN. Cloudflare is one of the best options out there and for a small website is absolutely free.
  • Use as fewer plugins as possible. Many people are using 2 or more plugins that are doing exactly the same thing. This is very bad practise and I prompt all of you to go and review your plugins and delete the once that are not needed.
  • Try and have as fewer redirects as possible.


Client Intent


Creating amazing content that has all the relevant keywords positioned at the right place and adding links is just the very beginning of keyword ranking. A definitive objective for Google is to get to understand the content on every website and serve results dependent on search requested by people. This makes propelled level catchphrase research and choice more significant than any other time in recent years. First off, you have to perceive there are a lot of keywords that will be difficult to rank for or even I dear to say impossible to rank for.


Before investing energy and assets attempting to rank for keywords or long tail keywords, you have to take a look if the website is currently ranking for any keywords and they position on SERPs. Except if your site and presentation page is like what is positioning, odds are it won’t


Content is King


It is anticipated that in 2020, more than 40-50 zettabytes of information will be created each day. That nuts right?  It will be extremely difficult for people and robots to go through all that data and sift it through. Therefore, you can do something to help yourself and your potential clients.


  • Create helpful, enlightening, and engaging content.
  • With every content created, make sure that there is interlink between 2 or more blogs/pages.
  • Compose news stories identified with your asset and interlink.
  • Spread the news – advance your news stories on social media channels.
  • Look for topics that are of high interest to your customer and write about it, then share it with your social network.
  • Pictures and videos or podcast ordinarily convert superior to content alone.
  • Update your content if there is a sign of low performance.




Schema mark-up once added to a site page, makes a “rich snippet” – in-depth description about your website that helps the search engine better understand what the website is all about. The majority of the main search engines, including Google, Yahoo, Bing, and Yandex, utilize microdata. There is no proof that integrating Schema has any impact on SERPs. Well, to be honest, Google has never confirmed any of the ranking factors with a straight answer Yes this is a ranking factor or No this is not a ranking factor.


There are several data types of Schema:


  • Article
  • Local Business
  • FAQ’s
  • Course
  • Recipe
  • Video
  • Event
  • Product
  • Review


I know, right now you think, OMG how do I do that and if I do it, have I done it correctly. Don’t worry about that too much. On the off chance that you have a WordPress site, there are various plugins that will do this for you. To be honest, it’s quite simple, just choose the right option that describes your page or content from a drop-down menu and voila.


User Experience (UX)


User experience (UX) is focused on understanding your customers, their necessities, their qualities, their capacities, and their impediments. UX is also about business objectives and targets. Best UX practices centre around improving the nature of the client experience. There is a number of factors that impact UX and we are going to list just a few of them:


Helpful: Your content should be extraordinary and fulfil a need and answer the customer’s question.


Usable: Your site should be anything but difficult to utilize and explore.


Navigation: Easy to navigate once on your website is imperative.


Accessible: Content should be open to everybody – including visual impairment or learning difficulties.


Credible: Your website needs to contain valuable and trustworthy information.


Valuable: Your site needs to offer some value to the client as far as experience and to the organization as far as positive ROI.




There is tons of information out there and at a time can be so overwhelming to the point that you consider giving up. The advice Fine Digital can give you is just to follow this short list of website optimisation tips and also to check out some of our other blogs related to website optimisation and SEO.

Why should I pay for SEO and How to measure its success?
SEO for Small Business: 2020 Tips and Checklist

For any business to grow, it requires a continuous flow of customers to buy their goods and love their brand. SEO helps to achieve these and many more by creating a fast and user-friendly website that ranks high in search enginesSEO builds brand awareness because most people would trust the sites that appear on the first page of search engine results pages. You should utilise SEO to create a commanding online presence and bypass competitions to get new customers for your company. Here are the tips you can implement to succeed in SEO and improve your website ranking:



1.SEO Friendly URL



URLs (uniform resource locator) are one of the variables that significantly influence the Search Engine ranking process. A proper URL is vital for user experience and SEO. They should be appropriately structured and accurate to impress potential visitors and rank high on search engines. Here are some of the tips of creating SEO-friendly URLs:



•Add keywords in the URLs
For you to optimise a web page, you should use a specific keyword throughout the web page content. This keyword should also be included in the URL to maximize your web page ranking on search engines. The keyword should be put at the beginning of the URL because the search engine spiders do not consider words at the end of the URL.



•Describe the content
An SEO friendly URL has an accurate phrase that describes what the page content is all about. A user should quickly understand the content of your web page just by reading your URL.



•Separate words using hyphens
Google recommends digital marketers to use hyphens instead of underscores when creating URLs for search engine optimization and better user readability. It is so because words connected with underscores are treated as one word while there is a consideration of hyphens as spaces between words. For example,
This website URL is not optimized:
And this website is optimised:



2. Keyword in the URL



According to Google’s John Mueller, keywords in the URL is a small ranking factor in Google’s search ranking algorithm. However, including a keyword at the beginning of the URL has a positive effect on search engine ranking because most search engine spiders consider the first words in the URL. You should not include lots of keywords in the URL as the search engines may penalise you.



Every webpage that you wish to rank high on search engines results pages (SERPs) should have a target keyword. The target keyword will be the primary term used by search engines to scan and classify a page. When creating website content, you should identify keywords using the following factors:
•The word should be related to your industry or topic.
•The keyword should have a high search popularity
•It should have a low search competition to increase the chances of your website getting ranked high.
Once you get the final keyword, you should include it in the permalink portion of the URL. Your ranking will improve on SERPS.



3.Keyword in the H1 tag



The H1 tag defines the content of your web page and carries more weight in SEO ranking compared to H2 and H3 tags when used correctly. You can include the H1 tag for the title only, then use the H2 and H3 tags for subheadings. This hashtags will make your post more organized and friendly to the SEO spiders. Ensure to include a primary keyword in your H1 tag when it it is reasonable to do so. The keyword should be at the start of the H1 title.



Ideas on how to create great H1 tags
•A page should only have one H1 tag.
When you use one H1 tag per page, the SEO spiders will quickly grasp the keywords and other factors that determine the ranking of your web page on SERPS.



•Use a long-tail keyword in the H1 tag.
Long tail keywords are usually specific to whatever topic your content is all about. Most customers use a particular phrase when searching for a product or information they want to have. When you use long-tail keywords in the H1 tag, you will improve your SERP (search engine results pages) ranking.



•Never target similar keywords in different posts.
When posts have similar content and keywords, you will likely lose traffic. It is because the search engine crawler gets confused on which page it has to crawl for the targeted keyword. Your ranking on SERPS will, therefore, be least.



4.Keyword in the H2 and H3 tags



After H1, it is the H2 and H3 tags that are essential header tags in search engine optimization. Header tags should be used on a page in a proper order starting with H1, H2 and H3 in that order. The H2 header tag should be used as sub headers and should contain identical keywords as your H1 tag. Your H3 is the sub header for your used H2 tag.



Stuffing your header tags with keywords will not improve your SEO ranking. Instead, the search engine crawler will detect your manipulation and penalise you by not ranking you higher. The header tags should be easy to understand and grammatically correct especially when you are writing longer posts.
The H1 tag should be used only once as the title of the page while the other headings can be used multiple times within the article in a specific manner. You should use the H2 before you use the H3. Here is an example:
H1: Self-Development is very beneficial
H2: Why Self-Development is very beneficial
H3: Self-Development improves your mindset
Do you see how the header tags relate?



5.Keyword in the start of the title tag



Title tags are HTML elements that specify the titles of web pages. They display on SERPS as the headlines for searches that users make. According to Moz, title tags are the second most important factor for search engine optimization after content. They are one of the cornerstones of SEO and will continue to have a significant impact on your page ranking.
It is only in the title tags where you have to please both the potential clients and the search engines at the same time. For the search engine result pages, title tags determine a user’s first experience of your website. Even if your site may be ranking high on SERPS, it is the title that will decide if a user clicks your link. Most users are particular in whatever they are looking for: they will use specific keywords in their searches and choose title tags that have these keywords.



That is why you should include the focus keyword at the beginning of the title so that people and search engines will be able to detect them early enough. Short title tags do better in SEO compared to the longer ones because the Search Engine crawler crawls through them faster. Also, title tags that describe benefits do better in SEO.



6.Keyword at the beginning of the post(bold)



The most important factor in SEO ranking is the content of your web page. Your content should focus on your readers before the search algorithms. Your content should have only two goals that are to appeal to the reader and to solve a specific problem. Bolding this keyword enhances it. Once you complete these two goals, then your ranking on SERPs will improve.
Keywords used at the beginning of a post particularly in the first sentence will be easily detected by the search engine crawlers. It will, in turn, improve your SERPS rankings whenever users type the keyword on their browsers. However, ensure that your keyword fits into the sentence correctly to improve on the readability of the post. Using long tail keywords is helpful.



7.Keyword in the image name and the alt tag



An alt tag also referred to as an alt text. Alt tags are used in the HTML code to describe the appearance of an image on a page. Applying images to alt tags can improve the search engine rankings of an ecommerce store. Search engines cannot interpret images, but pictures determine how people understand a specific web page. It is the alt texts that help the search engine crawlers to inspect a picture and see if they related to the body of the post. Therefore, the alt tags contribute to the ranking of a web page on SERPS.



The long tail keyword used in the image name and alt text should be similar to that of the page itself. The text should also be as short as possible to maximise the web page ranking on SERPS. Shorter texts will be indexed by Google and other search engines efficiently. Do not stuff keywords in the alt tags because google will rank you lower in SERPs as a penalty. Alt tags will perform better in heavy image pages that have a small number of texts such as the ecommerce pages.



8.Internal Linking



An internal link is one that directs the reader to another page on the website. In technical terms, it is a link that goes from one page on a domain to another page on the same domain. These links have many benefits to the website such as:
•Improving navigation within a site
•Establishing information hierarchy within a particular website
•They spread ranking power around websites.
Search engine crawlers visit your website and scan all the links and pages that can be indexed quickly. By performing internal linking, the crawlers will detect that you are pointing to other content within your website. They will instantly improve your ranking on search engine results pages.



9.Long content- plus 2000 words



Long form content is more engaging, shareable and performs better when it comes to ranking. There are many reasons why long-form content will always rank higher than short-form content on SERPS. Here they are:



•Lengthy content earns you more backlinks
It is factual that more extended materials have a higher probability of getting quality backlinks which significantly improve their search rankings. It is because long-form content is usually more useful and more in-depth in information as compared to the short form content. They, therefore, have more value as compared to the shorter articles.



•More extended content gets more social media shares
According to research conducted by SEO guru, Neil Patel, longer form posts acquired more shares on Twitter and Facebook than the shorter form posts. This analogy means that social media users want content that is informative and relevant.



• Google favours the long form content
Google Rankbrain is an algorithm that profoundly impacts the web pages that appear on the search engine results pages. It does not consider the keywords, and the title tags only but also check into user satisfaction. More extended form content has a higher probability of satisfying the wants of a user as compared to a short form content.
So start implementing the 2000 plus words per post to improve your ranking on search engine results pages.



10.Register with Google Search Console



Google search console, a service offered by Google to aid you to maintain and monitor your site’s appearance in Google search results. You are not necessitated to register to be a member of the Google search console to be included in the search results. Instead, Google search console helps you to identify the loopholes in your search engine optimization strategy and improve how Google views your site.



11.Create a Google My Business listing



Google my business is an internet-based service designed for business owners and operated by Google. This service allows business owners to have control over what information comes up whenever a user types their business names. Here are some of the benefits of using Google My Business app:



•Your customers easily find you
With Google My business app, you can list the location and address of your business on a map. It ensures that customers find you easily without necessarily checking physical maps or asking for directions.



•Better search visibility
Whenever you are searching for a particular service around your area on google, for example, laundry rooms three names will appear at the top of the SERPS above the paid ads. These business names usually also contain the address and location making it easy to find them. With Google My Business, your business could rank there when you follow all the SEO Rules.



•Displays Useful information
Google My Business presents essential information about your business such as busy periods, directions, photos and even hours of operation. These listings will be easily accessible from phones and tablets.



Improving on SEO Ranking is simple to understand but not easy to implement. If you struggle to understand exactly What is SEO check out our previous blog. Most website owners end up giving up on their SEO goals when the results take longer to gratify. For serious business owners, getting ranked on the first search engine results page is important because it gives you access to potential clients and traffic to your website. Invest in search engine optimization if you want to make profits in 2020.

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