Building your Website For Success in Singapore

This guide is aimed at anyone interested in Search Engine Optimisation, Social Media Marketing and Inbound Marketing. Whether you are completely new to Inbound Marketing, or a seasoned practitioner, this guide will provide you with a wealth of knowledge that covers the entire optimisation spectrum.

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  • Set Goals

    Create a set of achievable goals

    There is no point setting a goal like 'I want to be ranked number 1 in Google for a clothing store within three months'. This is unrealistic, even to the largest department stores out there. Instead, come up with a realistic set of goals. Start with conversions, and set a goal based on a percentage increase in sales or brand awareness.

    In the end, Inbound Marketing is about one thing and one thing only: converting traffic and gaining sales/ awareness. Rankings are a factor of this, but by no means the most important one.

    Go with a goal such as 'I wish to increase web-conversions by 20% over the next six months'. This is a realistic and highly achievable goal for any Inbound Marketing venture. Having set yourself this goal, strategise how you are going to go about achieving this. If you follow our guide to the letter, this should not be a problem.

  • Stay Relevant

    Everything must be relevant

    In a moment you will learn all about web spam. However, we would like to give you a quick insight that should serve as a baseline for not only avoiding web-spam, but for creating a well-rounded and successful SEO/ SMM strategy.

    That insight is to make sure that everything you write or code into your website must be completely relevant to the function of your website, or at least to the function of the web page that it is based on.

    If you write something about an image, make sure that it accurately describes the image. If you write something in the meta data of a web page, make sure that it accurately describes the web page. In the world of Search Engine Optimisation and Social Media Marketing it is so tempting to shove a few un-related keywords into this space or that space, hoping for quick results. These quick results do often come, but when you're found out, the penalties are potentially catastrophic. And Google always finds their man.

  • Stay Moderate

    Use everything in Moderation

    Like everything in life, all SEO and SMM tactics should be used in moderation.

    There is such a thing as over optimisation. If any single optimisation tactic is over-used, it will flag up a spam signal to the search engines. Because of this, our recommendation is to utilise a combination of all of the below techniques in equal measure, without focusing to much on one in particular.

    The creation of interesting and unique content is the be-all and end-all of any successful SEO or SMM campaign.

  • Learn about SEO

    STEP 1

    White hat SEO, Black hat SEO

    Before you begin any SEO or inbound marketing campaign, you first need to understand SEO Best-Practice. White Hat and Black Hat are two terms you will want to be very familiar with. The web-world is still very cowboy, with Google ruling the roost. You need to play by its rules. If you don’t, and choose to follow black hat practices, you will soon enough bare the brunt of some pretty hefty and debilitating Google penalties.

    Web Spam

    Again, before you begin any SEO or inbound marketing endeavour, you must understand the definition of Web-Spam, and how to avoid it. Use spam at your peril! Not only will it make your website look extremely amateur, and put off the majority of your target market, but it will also get you in lots of trouble with the Search Engines, and can lead to a search engine visibility black-out!

    Link Metrics

    Familiarise yourself with Link Metrics. Link metrics is a major factor in Google’s ranking algorithm. It will be discussed at length throughout this guide.

  • Before you Embark
    STEP 2

    Website Design

    Make sure that you are familiar with Google’s Panda Update. This is a new but incredibly important factor for SEOs and Inbound Marketers. Panda takes into account the Social Media Metrics and the design of your website. Make sure that your web design is compliant with Panda Update best practice.

    Transferring Domains?

    If you are redesigning a pre-existing website, changing your domain name or re-jigging your branding, then make sure that you are up to date with the Go Up best practices for Domain Transfers and Redesigns.

  • Building Your Site
    STEP 3

    Choose your technology

    Choose the technologies that you are going to build your website in. We recommend using HTML and CSS as the basis for all websites, wherever possible. Avoid basing a website in Flash, Java, JavaScript and AJAX. These technologies can be used as cool snippets to spice up the site, but only to spruce up the HTML and CSS. Search Engines find it extremely difficult to read the content of anything that is not based in HTML or CSS, and if the Search Engines can’t read it, it can’t rank it.

    Chose a good, SEO friendly Content Management System

    A poor, non-SEO friendly Content Management System (CMS) can cause havoc to any websites SEO efforts, creating duplicate content problems and not allowing many on-site optimisations to be performed. Make sure that you use an SEO friendly, extremely flexible and adjustable CMS system.

    Research your Keyword Phrases

    Now that you are familiar with Google’s governing principles, and how its algorithms select which websites to rank and which ones to tank, it is time to get cracking on the optimisation process. Keyword Research is the basis of any SEO campaign. You should not even begin to plan your website architecture, design or strategy until you have decided upon a set of key keyword phrases to target.

    Plan your Website Content

    If we had to pinpoint the single most important inbound marketing factor for any website, it would be the website’s content. At Go Up we believe that Content Creation is the most essential part of any SEO/ SMM (social media marketing) campaign. It is also the most time consuming stage. Find that time, and put in 100% of your effort. It will pay off.

    Plan your Information Architecture

    Building an easily navigable, sensible Information Architecture (or website navigational structure) is critical, both to Inbound Marketing and all-round user experience. Make sure that this site navigation is Conversion Optimised.
  • Considerations for SEO
    STEP 4

    Control your internal Link Juice

    Controlling Internal Link Juice is an important SEO tactic. We discussed Link Juice in Link Metrics. Link Juice is the amount of ranking juice passed by a link from one web page to another. It is important to control the flow of link juice throughout your site, so that it is spread evenly throughout. This will give the best chance for all of your pages to rank, which in turn helps in the targeting of the long tail keywords and elevates your overall domain rank. You also want to make sure that you are not passing link juice to pages that would serve no purpose in the rankings, such as ‘contact’ pages. You can do this by the use of NoFollow Tags , Robots Tags and Robots.txt and Google Parameter Blocking

    Optimise your Meta Tags and Meta Data

    Meta Tags and Meta Data are some of the first on-page indicators looked at by the Search Engines, which use them to help identify the content and relevancy of the webpage. Their relevancy to SEO has diminished significantly in the past five years, but they are still a very good starting point for any optimisation strategy. If your Meta Data is relevant to a Google search request, your website will be ranked in the search results pages. Where it is ranked depends on your link metrics, social media metrics and brand exposure across the web, as well as the many other factors that are discussed in this guide. Be warned, Meta Tags are often subject to extremely Spammy activity. Avoid spam at all costs.

    Optimise your alt attibutes and noscripts

    IThe Alt Attribute was initially designed to help the visually impaired understand the content of an image. Search Engine Spiders read the contents of the Alt Attribute, hoping to learn more about the image and the page that it is on. Make sure that the content of the Alt Attribute accurately describes the image, and avoid putting keywords in there that are not related to the image itself. The NoScriptworks on a similar premise to the Alt Attribute. It should be used to describe the content of a video or Flash animation. Again, make it relevant and non-spammy.

    Optimise your anchor text

    Anchor Text is the text used in a hyperlink. Every hyperlink that you see on this page has anchor text. It describes the page that a link links to, and is an important ranking factor in SEO and inbound marketing. When a search engine spider is trying to understand the content of a web page, it will often look at the anchor text of all incoming links for clues. It is therefore a key ranking factor. Make sure that all of your internal hyperlinks are optimised to be accurate descriptions of the web pages that they are linking to. The same applies to any incoming links- see if you can’t request that they are relevant, unique and specific. Don’t over-optimise all of your anchor text, as this can be seen as a sign of spam.

    Avoid Duplicate Content

    Duplicate Content is a major problem in the world of inbound marketing and SEO. A website is only as good as its content. For content to be truly great, it must be unique. It cannot be unique if there are multiple copies of it across the web. This confuses the search engines, as they see multiple versions of the same content, and must decide which ones to rank and which ones to remove from the results pages.

    Duplicate Content is one of the biggest problems facing any web publisher, and must be identified and rectified. Useful tools for removing duplicate content are the 301-Redirect, Rel=Canonical Tag, Robots NoIndex, Rel=Prev/ Rel=Next Function, the Syndication/ Source Tag and Google Parameter BlockingBetween these nifty techniques, you should be able to do away with any duplicate content issues. It is worth paying particular attention Duplicate URL Issues.

  • Building Inbound Link
    STEP 5

    Submit to Online Directories

    Now that you’re happy with your onsite optimisation, it’s time to submit yourself to Online Directories in SIngapore. This is a great way to generate thousands of brand impressions across the net, which helps your rankings. It will also send you plenty of direct traffic from the directories regular users. Furthermore, it allows Google and chums to compile vital information about your business. Choose wisely- there are many poor quality and spammy directories out there. Make sure to perform a thorough check of any directory that you are considering submitting to. Follow the instructions in Submitting to Online Directories and you will be fine!

    Begin your link building campaign.

    Link Building is still one the most important ranking factors. It is absolutely vital to create a link-building culture within your office. Requesting links should be second nature, and should be done every day, not every month. If you avoid spammy Link Building, and stick to white-hat links and plenty of them, the rewards will be quick and plenty.

  • Optimise your Site
    STEP 6

    Optimise for the Search Engine Verticals

    Optimising for Vertical Search provides a vast array of opportunities for any inbound marketing strategy. The results are often staggering, frequently surpassing traditional optimisation in traffic volumes and conversion ratios.

    Optimise for Local Search

    We have put this near the end intentionally. To have a successful local SEO campaign, it is first important to tick all of the standard SEO boxes. As long as your regular optimisation efforts are well under way, Optimising for Local Search is fairly straightforward, but the rewards are often breathtaking!

  • Social Media Marketing
    STEP 7

    Utilise the power of User Reviews

    User Reviews are a crucial factor in both consumer confidence and in Google’s ranking algorithms. Not only does it prove to Google, Bing, Yahoo and your target consumer that you are a trusted site, it also increases your brand mentions across the Internet, which ticks another major box in the world of search. Make sure that user reviews are included in your website, and try to persuade happy clients to write positive reviews on multiple reviewing sites.

    Social Media Marketing

    It is a time consuming, ongoing process, but one that will produce heaps of benefits in the long run. Getting in touch with Singapore Influencers, find the right local communities, Social Media Marketing not only greatly accelerates a brand’s progression up the Search Engine Results Pages, but it also gains you a vast amount of traffic directly from the Social Media Platforms. Use it well.

  • Analyse your Site
    STEP 8

    Analyse your Campaign

    Tracking the successes of your SEO campaign takes time and commitment. But it is a process that must be done, especially if you have spent considerable resources and time in optimising your website in the first place.

    Performing ongoing Performance Analytics on your campaign is vital for its success: work out what’s working and what isn’t, and then hypothesise, trial and refine. Regular analytics will provide you with a wealth of knowledge. Knowing how many backlinks, retweets, shares and likes is crucial to running a great campaign.

    For more detailed and specific user behaviour information, place Action Tracking Code on your website, and learn exactly how your users interact with your brand.

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