 SEO – or Search Engine Optimization – is huge: both in importance to your online business and in complexity. For a business to find its online market, it’s got to rank highly on a search engine page, but in a crowded marketplace, that’s increasingly difficult. And with the algorithms behind SEO constantly evolving, it can feel like an absolute nightmare for the technically disinclined to keep up with the dos and don’ts of optimization. Fortunately, help is at hand, and it’s plentiful, accessible, and a lot of it is free. So, read on if you’re searching for resources to help you get to grips with the constantly changing world of SEO – there are some absolute blinders out there, and I’m going to list a few of my favourites below.
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 As a copywriter, I see it all the time: a beautiful, well-crafted, visually impressive website. Professional photos. Easy to navigate. Trustpilot stars or Amazon reviews — sometimes both. Testimonials from past clients. And, yes, this is all great and really important, but do you know what’s missing? The heart of the organisation’s online presence. The one big thing every website needs in order to build brand rapport with its users.
An About page. Now, I’m not going to claim that your About page is as critical as your homepage in that 0.05 second (yes, that’s 5 milliseconds) window that you have to catch the attention of a casual visitor before they decide to navigate away. Your homepage is your front door: it’s where new arrivals size you up and choose whether or not they want to step over the threshold. But think of the About page, in this analogy, as the family room of your brand’s house. Sure, you could have stark, white walls, no furniture, and no decoration save a professional headshot tacked to the door, but does that encourage your guests to stay? Or does it possibly make them wonder if there’s something you don’t want them to know? |
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