The driving force behind building a commercial website is the desire to win new customers, either directly (e-commerce) or indirectly by building an image and presenting the offer in a new information channel: the internet.
SEO, or search engine optimisation, focuses almost exclusively on Google, which dominates internet search. Optimising a website for Google aims to make your website rank higher in the results.
On-site SEO optimisation consists of actions that, unlike off-site actions, the website owner fully controls. On-site actions (optimisation and content building) plus off-site actions (link building) ultimately determine the final results in Google search.
Below are 3 important aspects of achieving this goal effectively:
1. Focusing on the right keywords
Do you know which key phrases customers search for in your area of business?
The answer to the question “what do my potential customers type into Google” is key to further optimisation work on the website. A free keyword generator will help:
https://ahrefs.com/keyword-generator
By creating dedicated subpages, we can count on traffic of 6,000 users a month for this phrase (the Polish equivalent of “jobs Wrocław”).
By looking for less popular phrases, the so-called “long tail”, we can find niches that generate less traffic but where it is easier to achieve high positions, for example “jobs in Wrocław with no experience”.
2. The right relationship between the desired keywords and the website content
Are the structure and content of your website prepared for the chosen keywords?
Based on the chosen keywords, we should create the right subpages on our website, for example:
yourrecruitmentagency.com/student-jobs-wroclaw
yourrecruitmentagency.com/cleaning-jobs-wroclaw
yourrecruitmentagency.com/jobs-wroclaw-for-students
yourrecruitmentagency.com/amazon-jobs-wroclaw
On a subpage dedicated to the chosen key phrase, we must remember to create:
– an H1 heading with the name of the subpage, for example “Student jobs in Wrocław”
– an interesting subheading containing the keyword in some variation, for example:
“Are you a student looking for an interesting job in Wrocław? We have attractive, up-to-date job offers just for students”
– sections describing the offer should be preceded by headings containing keywords, for example “Working conditions”, “Job requirements”
– the total amount of unique text on the dedicated subpage should be at least 1,000 characters, and keywords should be naturally woven into the content and appear several times in different contexts.
– it is worth adding original photos and illustrations, which we additionally describe in the image’s “alt” attribute, for example alt=”Student jobs in Wrocław. Rates from PLN 30/h.”
A useful content analysis tool: https://www.screamingfrog.co.uk/seo-spider/
3. Taking care of loading speed and mobile users
When designing a website, we should start with the smartphone version as the base version, because already today, in 2022, mobile users clearly dominate. This is easy to get wrong: working in an office, we think in terms of our work environment, so the desktop version of the website gets a higher priority, which is a mistake.
Loading speed and the convenience of using our mobile website are key to Google’s ranking, but also to end users themselves, who will leave our website very quickly if it is not adapted to smartphones, is inconvenient to use or takes too long to load.
Our goal is to get the highest possible score in the Google PageSpeed test for our website:
https://pagespeed.web.dev
The 3 points described above are the basis for further, more sophisticated optimisation work, such as configuring redirects, analysing duplicate content and so on. For this it is worth hiring an SEO agency or a specialist who will keep making improvements to our website.
