(Or, How to Make Your Website the Next Miss Universe of Google)

Now we’ve learned about some of the things that matter in SEO from last month’s article it’s time to get ready to compete. The thing is, in reality, Google and other search engines don’t care about your looks AT ALL. They care about your website’s structure, the words on it, and the relevance to people searching for things.

If you haven't already please read Search Engine Optimisation (SEO) Part 1.

Your Current SEO Performance

Google Search Console is a free tool that shows you how well your website is performing in search results. It gives insights into which keywords are bringing people to your site, how often you show up in search results (your impressions), and how many people are clicking through (click-through rate or CTR).

How to Set Up Google Search Console:

1. Head over to https://search.google.com/search-console
2. Sign in with your Google account and click “Start Now.”
3. Add your website by entering your URL.
4. Verify that you own the website using one of Google’s verification methods (e.g., uploading an HTML file or using your domain registrar).
5. Once verified, you’ll get access to data like how often your site appears in searches and which pages are getting the most love from Google.

You can’t do any damage here, have a look around regularly to start with and see how things change by day, time of day, or if you do some other marketing like sending out an email.

At the bottom of the ‘Performance’ tab you’ll find the most common terms used to find your website. These are a good indication of what people are searching for when they find you.



Understanding What's Under the Dressing

(This is where you might need to chat to the person that looks after your website)

On-Page Content Optimisation

Imagine this as your beauty contest makeover, getting title tags, meta descriptions, and headings just right so that your website shines under the spotlight.

1. Title Tags and Meta Descriptions
These are like the sash and tiara of your webpage – the first thing people see when they come across your site in search results.

• How to Find and Edit Title Tags:
• In your website’s backend or content management system (CMS), check the title tags for each page. You can Google how to find these, and the person with the best answer, according to Google, will come up top.
• Your title tag should be around 50-60 characters and include your page’s main keyword. For instance, if you’re selling a Perazzi MX12 shotgun, your title tag might be: “Perazzi MX12 Shotgun for Sale | UK Dealers.”

• How to Find and Edit Meta Descriptions:
• Meta descriptions are the summaries in search results. They don’t directly impact your ranking, but they can make people click on your link.
• Write a concise meta description (150-160 characters) with a compelling call to action and the main keyword. For example: “Find the best deals on Perazzi MX12 shotguns. Available to view now at our Gunroom in a variety of barrel lengths and wood qualities with Finance on offer”

2. Headings (H1, H2, H3)
Think of headings like judging categories in a beauty contest – they need to be clear, structured, and highlight what’s important. The H1 should include your primary keyword.

• How to Find and Edit Headings:
• In your CMS, check that each page’s H1 is relevant and keyword-rich. For example, an H1 could be “Perazzi MX12 Shotguns for Sale.”
• For H2 and H3, use related keywords to structure what you’ve written. For example, “Why Choose the Perazzi MX12?” or “Specifications of the MX12 Shotgun.”

By optimising your headings, you’re giving Google a clear outline of what each page is about, making it easier to appear higher up for the right searches.

3. Alt Text for Images
Google can’t “see” images the way we do, so alt text is your chance to describe them. You need to tell Google exactly what’s in the picture.

• How to Find and Add Alt Text:
• Go into the settings for each image on your website.
• Write a short, descriptive phrase that includes relevant keywords. For example: “Perazzi MX12 shotgun in stock.”

Remember, alt text not only helps with SEO but also makes your site more accessible, for the blind if they use an online reading tool for example.



Keep At It

Looking at these things, on each page of your site, and as you add new pages or products, will help you begin to make headway online. Over time, and with a little regular effort, you’ll see the results on your Google Search Console improve. Then you’ll know it’s making a difference to the number of people visiting you, and the number of opportunities you have to sell more.