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How do you know if your SEO is working for you?

Firstly, place yourself in the shoes of each of your target audiences. Is your site appearing on the first half of the first page of results for the search terms that they are typing in?

Remember to identify what are known as ‘long tail’ search terms, which are highly specific, qualified terms. It is likely that your searchers will start with a broad search term and then become more specific as they home in on the information they need.

For example, it is best to optimise your trade association website for ‘egg sector legal advice’ rather than ‘business legal advice’ as the members of your Egg Trade Association will be more likely to be searching for the former. There may also be less competition for the egg-related search term, making your optimisation job easier.

Installing a strong analytics tool on your website will allow you to not only view figures such as page views and traffic levels, but also the sources of your website traffic and the keyphrases that they searched for to reach your website.

Is traffic arriving to your site through the keywords that you identified as being crucial to your SEO? If not, it may be time to re-evaluate these terms. To do this, we would recommend that you use a tool that allows you to see the amount of approximate search volume for specific search terms across the Web. The Google Keyword Generator is a great tool for this and will allow you to research which terms are receiving searches and which are not. An hour spent using this tool could identify tens of keywords or phrases that you had not thought to optimise for before.