How to Improve your SEO Show

The web offers businesses membership to the largest market place in the world. In order to maximise this opportunity, we need to have some ideas how the internet and its web browsers work.

There is a continually expanding web of information on the internet and in order for users to navigate this, search engines such as Google and Bing are used (Find out more info on search engine use here). The trick to attracting viewers to a page is having it highly ranked  as most viewers do not scroll past the first 10 results (Hariri, 2011). However, the internet is one hell of a competitive market these days and ranking highly makes your attempts to hang with the cool kids at school seems like a walk in the park.

Source: It’s all about Inter-networking 😉 

Search Engine Optimisation is the internet’s version of social climbing. It’s all about making the right connections and dropping the right names. It’s a simple concept, but the devil is in the detail. Just like networking, there are a huge variety of ways you help your website climb the ranks. Here are just a few….

Create useful content

The most important thing is to have useful content on your site that people are going to want to engage with. This will attract users, increase your page views and therefore improve your search engine ranking position (SERP).

Use of Keywords

A keyword is a word or phrase that Internet users type into a search engine to find relevant information.

  • Ask yourself which keywords  your target audience is going to type into their search engines. Create a keyword list.  For help, check out this step-by-step guide to keyword list creation.
  • How to use keywords- Search engines are best at seeing written text. As the engine prowls it first picks up information from standout text such as the domain name, titles, headings, discriptions, anchor links and special formatting (text in bold, italics etc).
  • If you have the budget, you can pay Google AdWords to increase your chances at a high ranking. A good article on how this works from Econsultancy). It’s kinda like buying your way to the top.


 A backlink  is when another website links back to your site’s content. The higher ranked the source of the backlink, the more of a positive effect it will have on your search ranking position (SERP). In other words, make sure your friends are popular!

Get commenting on other blog posts as this will count as a backlink, plus increase your own blogs exposure.

Forums and Directories

  • When you post on forums you can include a blog link in your signature, which counts as a backlink from the forum page to your website, thus giving you ranking credit.
  • You can also join online directory sites, which will again create backlinks, from high ranking sites, back to your site. Note, the higher ranked sites such as Yelp have a joining fee.

Ensure your ‘theme’ is SEO optimised. 

  • You want your site to be fast loading.
  • Make sure that none of the links throughout your content are broken.
  • And that your ‘theme’ is cleanly coded. i.e. the HTML code is arranged neatly. This enables programs or programmers to easily decipher the internet language. The google ‘spiders’ will look for flaws and messy code, which will make your site look amateur and therefore decrease your ranking. in your code,

Fix Permalink Structure

I’ll use an example from my past blog

Bad permalink structure:

  • This is what a link to one of my blog posts looked like before I changed the permalink settings

Good permalink structure:

  • Permalink structure after I changed my settings

Build your Social Media Profile

Google is now looking to social media to determine a page’s relevance. If you can build a big social media platform and promote your content through this, it will not only increase the chances of you scoring higher hit rates, but reposts and retweets of the webpage will count as backlinks and increase your site’s ranking.

If you have any more ideas or suggestions as to how to increase a website’s exposure through SEO, please comment below!

Watching Them Watch You- Google Analytics


It’s a weird feeling knowing that you’re being followed around the internet by online marketing research agencies with your every click. However, the internet is a web of opportunity and provides even those of us with the most basic tech understanding  ways to do our own market research.

I’ve had my own website up and running for the past three years. I’m a professional skier and I decided that this page would help me create an online presence and thus increase my social and digital following. This, I hoped, would increase endorsement offers from brands.

Screen Shot 2015-08-16 at 8.55.04 pm

I lured in a friend to help construct my website and added the Google Analytics feature. Occasionally I referred to this to see how many page views I was stacking, but that’s where my analytically savviness ended.

In retrospect I now see that I could have used online analytical tools to improve my web presence. Analytical programs, such as Google Analytics, can be used to measure and report users’ interactions with your website. Then, it only takes a sprinkling of initiative to analyse the basic stats in order to gain some meaning from them. For example, I could have taken note that the number of blog posts I made had a direct correlation to page views and revisits. I can also look back and associate periods of online activity with a number of factors.

  • Throughout 2013 I constantly blogged, leading to sustained views.
  • The spike in February 2014 relates to the increase in exposure I received during the 2014 Winter Olympics.
  • The recent decline in views (to practically 0) is due to my retirement from the blogging world.

Google analytics

I now understand that Google Analytics offers a bounty of features that I can capitalise on to improve my website’s reach and therefore effectiveness. For example, at the most basic end, I can analyse data about the age and gender of my past viewers.

It seems that  the content on my website has been favourable to my target age group- 18-35 year old users. These are people that are  most likely to have an interest in action sports.


The gender balance is fairly equal, however I would like to see a larger segment of female viewers as this is the market my ‘brand’ is directly selling to. Gender

Google Analytic’s video ‘The Importance of Digital Analytics’, highlights the necessity of continual improvement for websites.  Additionally, in their text International Marketing Strategy Chaffey et al. stress that content must be kept up to date in order to remain relevant and encourage return users.

So I’m going to take the professionals’ advice and give my website a much needed revamp.

This time around I’m  going to make better use of Google Analytics to direct the new site’s design. Furthermore, I’m going to give A/B testing a try to determine whether the new design is more appealing than the old (The Ultimate Guide to A/B Testing)

My old skiing website is Don’t judge, I know it’s pretty tacky looking! If you have any additional insights as to how you think I could use Google Analytics to direct improvement, please leave a comment.