by Mike Bawden, partner, Bawden & Lareau Public Relations, LLC

If you’re like most business owners and managers today, you’re frustrated when your company’s website doesn’t show up at the top of an Internet search (via Google, Bing, Yahoo or any of the other, lesser-known search engines) for anything other than the precise name of your company. But do you understand why?

It may be that your website just isn’t built right.

I’m not saying your website doesn’t work. It might work just as it was designed to work. But a well-designed website requires more than making sure pages load and links actually go somewhere.

Your website needs to be built with a purpose in mind.

And it’s the purpose of your website that will help determine just how your site will perform when it comes to online search and how its ranked by search engines like Google.

This article, by author Jeff Goins, lists twelve tips on improving your website’s search engine performance and I recommend you read it. But I also recommend you pay attention to a few key points he makes early on in his article:

Make sure you know what your website is about and the one primary topic that is most important to your visitor. For BLPR, this website (or at least the public part of it) presents our work and our capabilities in a way that’s intended to attract and interest prospective clients. Keeping that “mission” in mind, we’ve loaded it with examples of our work, interesting articles and tips on “practical PR”, an email newsletter sign-up page to deliver those tips and examples to the inbox of interested prospects and intake forms for prospective clients to use to help initiate discussions on possible projects.

Everything in this website is intended to invite prospective clients to engage with BLPR.

And once we’ve managed to produce and organize the content on the website, it’s time to optimize it so a search engine can understand, categorize and rank that content for future searches in a meaningful way.

Advance planning helps. That’s how we made sure our permalink structure takes advantage of keywords. But we also try to embed as many internal links into our posts and pages as possible. Images are optimized so they load quickly and we try to make sure every post ends with a meaningful call to action (or multiple calls to action) that help drive the conversation with a prospective client one step further.

But all the planning and the execution is driven by one thing: a single-minded purpose for the website.

So, does your website have a single-minded purpose? Could a lack of focus be the primary cause for your website’s less-than-desired SEO performance? Do you have time to research, re-think, re-design and re-build your site so it works better for you?

It’s entirely possible you won’t be satisfied with the answers to those questions. If not, fill out the form below and we’ll be in touch with you in the next business day to begin a conversation that could not only change your website, but change your entire approach to telling your brand’s story.

Not ready for that conversation? No problem. Feel free to sign up to receive our weekly newsletter PRACTICAL PR and learn how you can make small changes in your vision, operation and leadership that can make big differences to your bottom line.

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