Search engine optimisation | NatWest


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Add your signposting title here… Making your website easy to find

Search engine optimisation, more commonly known as SEO, is making your website easy to find via key, relevant words or phrases when they are typed into search engines.

If your business is in a competitive industry or sector, then it can be difficult to climb to the top of the search rankings. However, with time, patience and an understanding of how SEO works, there are steps you can take to improve your online visibility.

Our first Boost your business podcast

Search engine optimisation (16:04)

How can you make sure your business appears as high up as possible in search results? Our first Boost your business podcast produced with UpSkill Digital (an official partner of Google) will give you hints and tips on how to improve your search performance.

UpSkill Digital have delivered talks at our regional and national Boost events, and customers have given positive feedback on how the content helped them improve their online presence.

Learn more about SEO training and Google’s Digital Garage from the team at UpSkill Digital.

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Good quality content tailored to your audience

Search engines are designed to favour high quality content. The goal of the search engine is to give the user the strongest and most pertinent results possible. So if your website contains information a user requires, and has a history of assisting people via content that is useful, unique and produced to a high standard, you’ll find yourself propelled to the top of the rankings.

If a site or page is visited regularly by internet users, the search engine will regard it as a valuable resource filled with relevant and worthwhile material. 

It’s all well and good producing high quality pieces of content, but are you providing the sort of information that potential clients and customers want?

By focusing on a particular topic or subject matter that directly relates to your business and the service you provide, you’ll start to become regarded as an expert in your chosen field. Discover what keywords, phrases and subject matters really resonate with your audience, and then use them to form your content.

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Add your signposting title here… The importance of linking

Embedding relevant links within your pages, and having other websites link back to you, is an incredibly effective way of driving organic traffic. Seeing how many times your page has been linked by someone else is one of the ways that search engines determine how valuable your content is. If you’ve written an article that has been quoted and linked on 20 other websites, then it’s likely that what you’ve produced is valuable, interesting and trustworthy.

The same is true when you quote other pieces of work or research within your own content, or attribute certain sections to the work of someone else. Whenever you do this, provide a hyperlink and acknowledge the original source; not only does this boost your SEO, but it also serves to support and validate what you have written.


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Add your signposting title here… Keeping it fresh

Producing quality content on a regular basis can really improve your search engine ranking. One of the best ways of doing this is to have a blog that is updated regularly.

Allocate time every week (if feasible) so that you can produce a new and stimulating piece of content. However, always remember to keep it relevant; writing about topics that you find interesting personally but are in no way relevant to your business will not benefit your search engine ranking, and could actually be detrimental.

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More hints and tips

How Twitter can help your business

The importance of online reviews

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