Top Ways to Improve your Content for SEO

Our website receives over 1.3 million visitors each year and over 4 million total impressions monthly. With 80% of this traffic coming organically from Google, it is our main priority to keep our content as up to date as possible. This ensures maximum visibility and increased exposure from Google’s search results.

As our website is the main platform for users to gain knowledge and inspiration when visiting Wiltshire, it is important to know what you can do to remain at their top interest. A huge factor to ensure you achieve this is through Search Engine Optimisation, also known as SEO.

What is Search Engine Optimisation?

Search Engine Optimisation is the act of improving content on a website so that it ranks higher on organic (non-paid) search engine result pages like Google, Yahoo or Bing. These search engine platforms will utilise this tool to recognise a website’s performance and credibility and are more likely to recommend your website if various actions around SEO are performed. This could include updating imagery on your website, refreshing old content, using keywords or including quality links to other parts of the website, or other trusted websites.

Here are a few ways you can improve your VisitWiltshire product page content for SEO:

Updating Content Regularly

Your product page is the most important resource our audience and Google will have to get to know your business. Because of this, it is recommended that you update your page at least twice a year. Refreshing this content regularly is an easy way of optimising for Google search results.

It is important to start with a clear introduction to your business within the first paragraph as this is what Google will focus most on to determine the quality of your webpage. Who are you? Where are you based in Wiltshire? What does your business offer to visitors? Answering these questions within the first few sentences on your product page is the best way of ensuring more visibility on search engine results.

To help you understand what else you can do to update your product page content, refer to this check list for inspiration:

• Have your opening times changed?
• Do you need to increase your prices?
• Are your images out of date?

Doing all of this will help us provide the most accurate information for our visitors and in turn, generate more interest to your product.

Updating Imagery

We recommend updating imagery so that it reflects the time of year, especially if your product includes images of outdoors or visitors. This is more important when going from Summer to Autumn or Winter to Spring so we recommend doing this at least twice a year.

Including Keywords

The best way to know what keywords to include within your content, is to think about what your visitors are searching for or wanting from your business. For example, if you are an attraction and your visitors are typically searching for ‘things to do with the family in Wiltshire’, it would be ideal for you to include this phrase within your content as this would give you a greater chance of reaching this audience. If you would like further help around this, please get in touch with Katie.

VisitWiltshire partners can access and edit their own product page using their unique website log ins. Please get in touch with Katie in case you need help with this.