SEO campaign not as successful as you’d have hoped? Lacking funds for a face-lift? Don’t stress—you don’t have to empty your pockets or break the bank to see an improvement! In this article we explore how you can revitalise your rankings when you’re a little tight on cash.

1. Include metadata with effective keywords

Using keywords in your metadata is imperative when you’re trying to get noticed. Having the right keywords and ensuring that they’re laced neatly into your descriptions is a must. If you’re looking for a bit of inspiration, run a competitor analysis and see what your rivals are using (online tools like SEMRUSH and SpyFu are great for finding search terms).

Then, insert your metadata into your CMS (content management system)—sometimes this is missed by web designers and web developers when building your website. If this is the case, you can either ask them specifically to incorporate metadata or, if you have access to your CMS (examples include WordPress, Joomla and Magento), you can insert it yourself. Simply log in, head to the editing page and look for the ‘meta title’, ‘keywords’ and ‘meta description’ fields to start inserting.

2. Speak Google’s language by coding correctly

Google uses bots to index sites, trawling through millions of pages to populate lists that cleverly correspond to particular searches. These Googlebots perform a variety of analytical commands, including looking at words and the ways in which they are structured, to make split-second decisions about your site’s ranking.

Spell out your pages to them by correctly coding your content; use H1 and H2 styles in your CMS content editor for headings and use the list command for bullet points instead of hyphens or dashes. Additionally, make sure you describe pictures with appropriate alt-text and captions—this neatens your page and gives you the opportunity to add even more keywords for bots to pick up. This helps Google recognise the reasons for your word placement and makes it easier for it to allocate you higher a spot on a given search.

Screenshot of heading styles in WordPress

3. Create relevant paths with internal links

The user experience of your site should be a like a trip to the zoo—informative and interactive with well-defined paths for people to walk down as they please. With separate sections for different animals, and dividing enclosures for each species, your site should follow the same concept: grouping relevant information on the right pages while still giving people the option to browse other areas. Link your pages internally to set routes for people to follow. This will prompt viewers to navigate to different areas of your site.

4. Avoid keyword repetition

As mentioned above, combining relevant keywords with metadata is essential but finding the right balance between including enough keywords and avoiding repetition in your copy can be a challenge. Nobody wants to sound like a broken record reiterating the same phrases over and over.

Consider derivatives of your keywords and start stitching them into your site. Think about what a person might search when looking for a solution that your product or service offers (e.g. ‘how to render a wall’). Specifying your terms geographically is also a great way to pinpoint your target market (e.g. ‘best vegan restaurant Brunswick’). Terms like these provide a relevant context and increase the chances of you being seen.

Weaving together SEO-friendly content is an art—a craft that the team at Shuttle Rocket prides itself on. If you’re stuck trying to stick words where they just don’t fit, contact us today for our affordable copywriting packages. Our experts have a knack for creating material that seamlessly incorporates keywords to help boost your SEO.