I’m well aware that a lot of the people reading this Blog are owner-managers of engineering businesses. I know a lot of the others are working at small, innovative companies at a level where they are so committed they may as well be the owner! And one common piece of feedback these readers give is that they don’t have time to action every piece of advice I give.

So I thought this week’s posts should be targeted at these readers. Each day I’m going to list the three things you absolutely have to do in each of the sectors this Blog covers. (For those of you who don’t know by the way these sectors are Monday – Blogging/Web site optimisation, Tuesday – technical PR, Wednesday – Social Media, Thursday – Design and advertising).

So, without further ado, the three things you absolutely have to do to optimise your web site or Blog. If you’re a blogger, you will be able to do all of these through Blogger, Wordpress, TypePad or whatever platform you use. If you are a Web site owner with a static Web site that is rarely, if ever, updated, all you really need is a copy of Kompozer (which is free to download) and you’re the user name and password for your site.

1, Write key word rich page titles for each and every page on your Web site:The page titles show up at the top of your browser (next to the Internet Explorer or Firefox logo). They are the single most important thing in determining whether or not your page will be found in Google. I can’t count the amount of times I have seen potential client’s Web sites which have nothing more than the company name written here.

2, Apply ALT attributes to your images: ALT attributes help improve the accessibility of your site for blind viewers. And, because search engines act a lot like a blind visitor to your Web site, they are hugely beneficial in influencing them as well. Here’s a guide to adding these in Blogger. My recommendation is to make a commitment to yourself to add ALT attributes to every image on your Web site.

3, Make sure your content is right: Do you want to be found using the phrase ‘cheap electrical widgets’ but instead use the word ‘cost effective’ on your site because you think it sounds more respectable? Well, I’ve got news for you; you need to start using the word ‘cheap’. The same applies to any phrase you want your site to perform well on; if you don’t use it in the text, search engines won’t know it’s relevant. Think of a search engine as being a person with no understanding of the subtle arts of human interaction. They expect you to call your plumbing service a plumbing service, not an ‘interactive water damage limitation consultancy, in partnership with the customer’.

So, there are no excuses; get these three things done and do them today. Then submit your site to Google and wait a week. I promise you that it will perform substantially better than it currently does once the search engine has had the opportunity to take account of your changes.

Subscribe to Insights into PR and online marketing

Posted In
    Our Clients
    • ABB
    • Finning UK
    • National Grid ESO
    • Renishaw
    • Sandvik
    • Sandvik Coromant