Around a month ago, I was approached by the ArabTrust – the Dundee United Supporters Society, and second largest shareholder in Dundee United football club, to help them improve their search ranking.
A simple Google search at the time revealed that the ArabTrust’s home page was appearing on the 3rd or 4th page of search results for ‘Dundee United’. Not ideal! Personally, if I run a Google search, it’s highly likely that I’ll just give up if I haven’t found what I’m looking for by the end of the second page. So, it’s likely that the ArabTrust is missing out on a lot of visitors because their website is not optimised for Google.
So, I took a look at their website and a few things lept out at me immediately.
Firstly, they did not have the key word (s) ‘Dundee United’ in their document title. Secondly, they did not use ‘Dundee United’ in the headline H1 text. Thirdly, they did not use ‘Dundee United’ in the body text.
All three were easy to fix which made a difference in the short term, however, that place is not secure. There are other sites, both fan and media that will be referring to Dundee United on a regular basis, so it’s important that the ArabTrust keeps producing timely and relevant content that refers to the subject matter – which should be fairly easy seeing as it’s why they exist in the first place. To keep momentum going, links to marketing outposts (such as Twitter or Facebook, where the AT is very active) need to be directing users back to the website. It’s all well and good having lots of followers on social media, but you need to be driving your followers to your site to increase visitor numbers, which will help the site rankings. Additionally, creating content that holds your customer on your site, to increase length of time spent on the site, page views, shares etc, will help improve the ranking of your site.
Moving forward, we’ll also look at the metatags of the site to ensure that the search terms are positioned accordingly, and look in greater detail at competitors for the search term.
So, what happened? Well, as I said at the start of this blog, the ArabTrust featured on the 3rd or 4th page of a Google search for ‘Dundee United’. Now? It’s not just first page but ranked 5th on the first page:
Thanks to Christopher Bennison and the ArabTrust (www.arabtrust.co.uk) for letting me use them as an example.