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Six steps for using SEO to boost your business website



Are you a heating installer who wants to improve your online presence with SEO but are wondering where to start?
Read our beginner’s guide to the basics


If you’re a heating installer with a website, having an SEO strategy to help you stand out from your competitors in a crowded online marketplace is an absolute must. But where do you start?

In this article, we’ll take you through the basics of using SEO to boost your visibility online.


What is SEO?

SEO stands for search engine optimisation, which is the process of improving your website’s visibility on search engines such as Google, Yahoo! and Bing and Yahoo.

The higher you rank on search listings, the more likely your business’ website is to be seen by potential customers.


How does SEO work?

Simply put, search engines are constantly gathering information from pages on the internet. This information is then put into an index, which helps users find exactly what they’re looking for.

Search engines consider hundreds of different factors to determine what pages should appear in the search results, including keywords, content meta tags, user experience, site navigation and links.


Why do I need an SEO strategy?

By making some simple changes, you can enhance your search ranking, allowing potential customers to find you easily, and increase traffic to your website.

It’ll also help to improve awareness of your brand, as your website will be listed alongside your competitors’.

You’ll enjoy a boost to your credibility too, as search engines will consider your website as a high-quality and trustworthy source.

So, follow these six simple SEO tips and see your site shoot up those search rankings…

Doing some keyword research is an essential first step, as it’ll give you an insight into what your customers are searching for.

Think about the specific words and phrases that a customer might type into Google when searching for someone like you – for example, ‘heating engineer’, ‘boiler repair’ or ‘Vaillant boiler installer’ – and consider your location and the areas you cover.

Don’t use too much technical jargon though, as it’s likely that a homeowner won’t be searching for those terms, and make sure the keywords are relevant to your business.

There are loads of free keyword research tools that can help give you some inspiration, such a Wordstream, Google Ads or KWFinder.

Now think about how you can update your page’s HTML title tag – the clickable title of a webpage that appears on search results – with some relevant keywords.

If you set up your website through WordPress or Wix, for example, you’ll be able to edit this and any other HTML code (the language used to create your website) in the content management section.

Make sure the title is accurate to the content on the page, as the reader won’t click on it if it’s not relevant to their search query.

Metadata is information that helps search engines – and potential customers – understand what your webpage is about.

Adding a brief meta description in the content management section can help increase your page views and traffic, as you’re providing the reader with a summary of what they can expect to find on your site. Make sure you include plenty of keywords in the description.

"By making some simple changes, you can enhance your search ranking, allowing potential customers to find you easily, and increase traffic to your website"

Now it’s time to weave some of those keywords into the headings and text on your website.

But don’t overdo it: adding loads of keywords can make your text unreadable, so only include them where they would naturally appear.

Plus, Google can tell if keywords are deliberately repeated to artificially improve your rank (this is known as keyword stuffing), and it can really damage your SEO performance.

But most importantly, make sure your website is well written, relevant and includes the information your customers are looking for.

Most of us now access the internet through our smart devices (you may even be reading this on your phone right now), so it’s crucial that your website is easy to use on mobile.

Your site’s loading speed can also affect the user experience and search performance – if it’s slow, it could harm your brand as some people may not be able to access your website.

Make sure any images are the right size and load up quickly, as oversized visuals can slow your site down.

Search engines can crawl external websites that link back – known as backlinks – to your site, which can ultimately boost your page rankings.

If you’re listed on online business directories, remember to add your website to your profile. Ask friends and colleagues in the industry if you can include a link to their website and ask them to do the same for you.

To find out if you already have any backlinks, use an online tool such as Semrush to do an audit and see what websites are linking back to yours.

But bear in mind that not every backlink is good, as some can be ‘toxic’ – linking to irrelevant or untrustworthy sites – and can affect your reputation on search engines.

"Most importantly, make sure the copy on your website is well written, relevant and includes the information your customers are looking for"