SEO, Search Engine Optimization
When it comes to having an online presence, there are two main routes you can take in order to drive traffic to your website.
The first is via organic traffic, which results from having your website show in search engines for phrases that users type into their search bars. This kind of traffic is unpaid and can result in continuous business for your company from your website. Generally, ROI from organic traffic is greater than most other types of online marketing.
In order to show up for phrases in search engines, your website and web pages need to be optimized. Optimization comes in many forms, but the two main types are on-page and off page SEO.
This type of optimization consists of everything that you can control on your site. Main points of interest are the following.
- Content (text, images, video, links)
- Metadata (meta titles, meta descriptions)
- Site architecture
- Headers and Subheaders
- Internal links
This aspect of search engine optimization is of utmost importance. If your website has broken pages, dead links, or other development issues, it can cause users to have a bad experience on your site. Most search engines try to provide users with the best experience possible and will devalue your website or website’s pages when things aren’t working quite right.
Google gives preference to websites that provide a good user experience to mobile users. Your website will show higher in search results when you provide a positive mobile experience.
Your content must provide the information that users expect to find when landing on your site or webpage. If a user finds your dog food website when searching for “Best Diet for Schnauzers”, your site or page needs to cover the topic well and thoroughly.
Images enhance the user experience. A good rule of thumb is to add one image to every 300 words.
Meta titles show up in the search engine results as the title of your page. Adding specific words and synonyms will help you rank in the search engines for your target key terms. The meta title will also attract clicks.
The meta description is not seen on your page but is the description of your page that search engines will show in their results along with your meta title. This will not technically help you rank but, when written well, can entice clicks and increase click-through-rates which Google takes into account for rankings.
Your site’s architecture is important for helping search engines understand, follow, and index your site. Improper site architecture will leave your site wanting for optimization.
Headers and Subheaders
Of all on-page SEO factors, headers and subheaders have the highest correlation to rankings. Proper key term usage in your headers will increase your rankings.
Internal links allow users to navigate your site and find more information about you, your product, services, our resources. Each page on your site needs to be supported by others on your site.
Ensure that your on-page SEO is optimized so that your site and pages will be topically relevant to your product, service, or information.
When other sites talk about your site and link to your site, they count as votes. The more votes you have and the more authoritative the sites are that talk and write about your site, the higher your rankings will be. Links pointing to your site have the greatest effect on your rankings in the search engines.
Links from sites that are not deemed valuable may hurt your site’s rankings and devalue the authority of your site.
Building links is a tricky art. The best link building is not building at all but earning links for having high-quality, in-depth, content on your site about your particular industry or aspects of your industry.
Create content that attracts links and you will find your site’s rankings increase.