SEO should be discussed at site planning stage. Far too often it ends up being the last thing that’s done on a site.
If you want your site to be found by potential customers, it’s best to plan your SEO before you start to write copy for the site.
At Toast, we research keywords, search volume and competitiveness before we start to think about content. This information helps us to make intelligent, data-based suggestions for your content.
There are many factors that affect where your site is placed in search engine results pages (SERPs), and good on-page optimisation is one of the important elements.
As part of our build process, we’ll work with you to look at your content, your chosen focus keywords and how well your text is optimised for search.
We call this Searchworthy™ content – it’s produced to get you ranking in the search.
It’s important to remember that well-written text is key to a successful site – spammy, keyword-stuffed copy does not work. For example, if you’re optimising an ‘About Us’ page for your company, optimising it for something other than your company name, or a variation of the name and another term will be counterproductive. This is where a blog comes in – you can write articles specifically to target keywords you can’t use on other pages.
Depending on your specific requirements, you may just need to be found for ‘branded keywords’ – searches including your company or brand name. This might be locally or nationally. Alternatively, you might have a service that’s marketed nationally and, therefore, need to rank for more competitive keywords (lots of other sites trying to rank for the same ones).
Getting this right from the start is very important for the effectiveness of your website.