ImagesMagUK_December_2021

www.images-magazine.com DECEMBER 2021 images 25 BUSINESS DEVELOPMENT You also want to make sure your keywords are evenly distributed throughout the page. If a phrase appears 10 times in the first paragraph, but doesn’t appear anywhere else on the page, it can look unnatural. Getting the right balance between keyword placement and frequency can be challenging, but it is something you can review once you’ve given Google a chance to rank your pages. 2. Using keyword variations and synonyms will reduce your risk of getting penalised for keyword stuffing. You should also sprinkle some related terms throughout your content to make sure the search engine algorithms understand what you’re talking about – for instance, if you want your page to rank for ‘history of tennis’, Google will expect to see words like ‘Wimbledon’, ‘Grand Slam’, ‘court’ and ‘racket’ popping up. 3. Certain elements of your page – the title tag and meta description in particular – won’t be visible to users when they’re on the page, but will be visible to users when they see your page in the search results. It’s important to include your target keyword here as well as in the main heading on your page as this can have a big impact on a page’s Google ranking. U nderstanding which keywords are valuable to you and featuring them on your website is key to getting your business in Google’s search results. Be aware, however, that some actions can have a negative impact on your rankings. n What is keyword cannibalisation? This is when a website has the same keyphrase on multiple pages. If Google’s bots see the same term on numerous pages they won’t be sure which page to display in the search results, and may disregard your website completely. Even if your website does show up in the top results, searchers may not see the page you want them to see. To avoid this, don’t have multiple pages on the same topic. For example, if you have two or three pages on men’s polo shirts, try consolidating them into a single page. n How should I target keywords on my website? You need to take a natural, methodical approach. Allocate a single page to each valuable keyword (or group of related terms) and create a resource that’s valuable to Google’s users. By sticking to one page per topic, you ensure that Google won’t rank the wrong page for a key search term. Keyword tips 1 . When Google’s bots are crawling your page and deciding whether or not to rank it for a particular term, they will look at keyword frequency and placement. If your page is only 100 words long and contains your keyword 20 times, you might be penalised for keyword stuffing. However, if your page is 1,000 words long and contains your keyword 10 times, this looks a lot more natural. Howto use keywords properly I just read (well, listened on x2 speed) one of my favourite author’s books, Get Different by Mike Michalowicz. He’s the same guy who saved my business with Profit First. You can email me about how we implemented ‘profit first’ in our studio. Take a look at this: APPLE - APPLE - APPLE - ORANGE - APPLE. You probably want to take a look at that orange again, right? It’s the same reason the police have changed their sirens and why NFTs (non- fungible tokens) and crypto currencies are going so well – they are different, so they are getting attention. I don’t need to go around wearing a clown outfit to get noticed – the truth is, as there is so little competition in the industry on social media, all I have to do to get attention is speak to the camera. That’s it. Just communicate with the audience. Mike talks about how the most boring industries have the biggest opportunity for being different and getting noticed. Fortunately for us, our industry is camera-shy so we can simply document our day and get attention. The day that enough people hear that message and start speaking to the camera is the day that I might then need to put the clown suit on to continue being heard! When I started compiling my social media course I realised that I start from my templates every time and, even if the message changes, the voice and process is similar. These are the things I share with my marketing group to get them putting out consistent and simple-to-create content. Oranges and apples –why different wins Once the infrastructure is there, then you can have fun with your delivery. Can’t think of anything novel right now? Watch other videos for inspiration. Ryan Moor, CEO and founder of Ryonet, has a great way of kicking off his videos that I’ve adapted for our company – now I start all my videos with, “Hey, it’s Chessie from Squeegee & Ink”. It might sound a bit cheesy, but it ensures everyone watching knows – and remembers – my name and what my business is called. Start communicating, cut through the noise and get noticed by your ideal customers! Chessie Rosier-Parker is director and studio manager of Squeegee & Ink, a screen printing and embroidery studio that also provides pre-exposed screens and film to garment printers along with social media workshops. www.squeegeeandink.co.uk/ learn-to-screen-print Lauren Debnam is from ETrader, one of the industry’s leading suppliers of websites to garment decorators across the UK. www.etraderwebsites.co.uk