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Before you spend on SEO, take a long, hard look at your website

SEO companies are everywhere – cold calling, emailing and offering to do wonderful things for your site.

Frustrated man with glasses

“I don’t care about your mission statement! How much do you charge?”

They say driving traffic to your website will magically increase your sales.

Many will throw lots of figures about page rank, keyword analysis, backlinks and optimisation for good measure.

But while these things are important, a lot of these Search Engine Optimisation companies miss the big picture:

Getting more people to look at your website is not an aim in itself.

Fine, you can get more traffic, but what will these people do when they get to your site?

If your site lacks focus, is badly written, unnecessarily complex and difficult to use then the chances are the increased traffic will only lead to more people leaving the site almost as soon as they have arrived.

You might as well just throw your money down the drain.

New customers?

The point of your business website is to bring you new customers and sometimes to serve existing ones, but if your website is difficult to use or lacks professionalism then you could end up putting people off.

So take a look at your website from the point of view of a prospective customer who has never seen it before and knows nothing about your business.

Answer their questions

What questions will that person have in their mind? Have you answered them? Is it easy to get around the site? Does it really create the right impression for your business? How effective is it at getting your key messages across?

Search engines, and Google in particular, are placing increasing weight on the relevance of a site as well as its quality. In other words, good sites do well in searches.

So if you get the quality right, you will not need to spend a fortune on SEO consultants.

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