Website Review: bromleyhouseclearance.com

Title Tag

Title tags are the most important piece of text appearing on each page for Search Engine Optimisation (SEO). Every page should have its own unique title tag, which is currently not the case.

The title tag for every page is: Bromley House Clearance.

Each page should have a title tag and meta description which is relevant to the page in question.

Depending on who you speak to you will get differing answers on how to write a title tag. In my opinion the ideal title tag is between 65-70 characters, including spaces and your strongest keywords should appear at the start of the title.

Before setting out to adjust your title tags for each page you should consider using Google’s keyword tool and analyse which keywords and phrases your competitors are using.

Home Page

The home page tends to have the most authority and importance on a website. This is due to the majority of backlinks from both external sites and internal links pointing to this page. For this reason you want to make sure your home page is optimised correctly.

Heading: The heading on your homepage says “Welcome” and is a H2 tag. This should be adjusted to a H1 tag and should include keywords which provide an outline of your business. The same applies to other pages on your website.

On-page Content: The copy on your home page and internal pages should have a greater focus on the services you offer — using your keywords and phrases to help improve the positioning and ranking of your website in search engines. Also, your text currently uses words such as “we”, “our” and “us”. Your website shouldn’t be about you, it should be about your customers! Try re-writing your copy so it focuses on your customers by using the word “you” and highlight the benefits a customer will get from using your services.

Also, the third paragraph on your homepage is unfinished. A customer may see this and be turned off as it may be seen as a reflection on your business.

Contact Info: Easy to find, however the white envelope looks like a white rectangle rather than an envelope so many people may not realise by clicking on this they will be able to send you an email. I didn’t. I would recommend removing the white envelope and putting your email address below with the contact details.

If you intend on keeping the envelope make sure it stands out so people know how to email you. Plus, all images on your website should include alternate text. Alt text is used as a replacement for an image, whenever the images can’t be seen and the text used can help with SEO.

Links

External Links: According to Yahoo Site Explorer your site has a total of 66 external links, mainly from directories. Links play a significant role in improving the authority and ranking of your website. Your aim should be to increase the number of links considerably.

Internal Links: As your site contains only a small number of pages the internal link structure is sufficient – you have the top menu and Main Services links at the bottom which help people navigate your site. However, you could look to include additional internal links in your website copy which include your keywords.

Sitemap

Currently you don’t have an XML sitemap for your website. You should create one to help improve the visibility of your website to search engines.

Disclaimer: This is a basic SEO review. There are many aspects on Search Engine Optimisation we haven’t touched on. For a more in depth review and assistance with website marketing make sure you contact us.

Just in case you missed it Google does not use the keyword meta tag when ranking search results.

Don’t take my word for it.

I think that’s all that needs to be said about keyword meta tags for now.

Over the past few years the Australian insurance market has seen an increase in competition from the likes of Budget Direct, Real Insurance and Youi.

There are other online insurers such as Bingle, The Buzz (part of IAG/NRMA), eCar Insurance and Just Car Insurance, but for the time being lets take a look at the first 3 companies.

Budget Direct jumped in to the Australian insurance market back in 1999. However, it was not until 2005 where the search interest for “Budget Direct” started to rise. Since 2005 Budget Direct has experienced consistent growth in online searches.

Two of the more recent insurers to enter the market, Real Insurance and Youi, have experienced very strong search interest since entering the market. This is more than likely a result of their aggresive advertising, in particular television advertising.

The results below show how their advertising is driving an increase in the popularity of searches for their brands.

The Old Vs The New in search results

Increasing numbers of people are searching online for cheaper car insurance before they buy or renew so we thought it would be interesting to see how the more established players in the market, NRMA, AAMI, GIO, Allianz, QBE and the like, are responding to the increase in competition.

Let’s take a look at a couple of popular search terms:

Car Insurance

For the search term “car insurance” AAMI is currently ranked #1 in the Search Engine Results Page (SERP). The next 3 positions are taken up by newcomers to the insurance market – Youi, Just Car Insurance and Budget Direct. Allianz and NRMA come in at positions 5 and 6 respectively.

In sponsored advertising results Budget Direct takes to top position with the traditional insurers, Allianz and NRMA, in positions 2 and 3. eCar insurance and Youi are competiting strongly for this keyphrase with position 4 and 6.

Cheap Car Insurance

The search term “cheap car insurance” is won hands down by the new insurance players. In the SERPs Budget Direct, Bingle and 1cover (underwritten by Allianz) take the top 3 positions. The same applies to sponsored search. Youi, eCar Insurance and Budget Direct are currently paying a high Cost Per Click (CPC) in Google Adwords to hold the top positions.

Overall, when it comes to the online space and search engines I would have to say the older more established insurers are losing the online war to the new players in the market.

Budget Direct, part of the Budget Insurance Group, seems to have the highest and most consistent rankings in the SERPs and for Pay Per Click (PPC) advertising. We think Budget Direct is worth watching closely, especially after the stellar success of their campaign for Compare the Market (Compare the Meerkat) in the United Kingdom.

Below is one of the television ads responsible for driving people online to search for Compare the Meerkat, or should that be Compare the Market.