Basics of Improving Your Website’s SEO
Search engine optimization is fundamental to the overall success of each website. In a nutshell, it is SEO that lets people find you online when they search for a product or service that you offer.
Question is, when you have hundreds of thousands or even millions of websites like yours, how do you impress the search engines so they put you ahead of the others in the search results? The answers can vary, but the following tips will help you figure them out:
Imagine your website is a cake.
On a cake known as your website, your social media acts, paid searches and links would be the icing. All the others – the information you offer and how it is organized, your content management system and your site infrastructure – is foundational. At the end of the day, they must combine together to create a cake that is both attractive and delectable.
Know what search engines like.
Search engines only want to lead users to websites that give them what they are looking for. The following factors are used to determine site relevancy:
Content – depending on page text, titles, descriptions and tags
Performance – site speed and whether the site is working properly
Authority – when the quality of content is high enough that people, especially authority websites, often use the site as a reference
User Experience – covers user safety, ease of navigation, aesthetics and bounce rate
Be aware of what search engines DO NOT want.
Search engine spiders only have up to a volume of data storage, and using shady tactics to trick them will surely backfire on your SEO in the long run. Search engines are particularly averse to poor user experience (usually based on bounce rate), keyword stuffing and purchased links.
Know and understand your business model.
First off, what is your definition of a conversion? Do you sell products and services or impressions? What would you like to achieve? Do your know what assets and liabilities you have? Keywords should not only be used on-site and off-site (social media profiles, email or print, tv or radio ads). The key is to be consistent so you can train people to use the very words or phrases that your SEO campaigns are targeting.
Be consistent with your domain names. As domain naming is important to the foundation of your website, using subdirectory root domains (yoursite.com/awesome) instead of subdomains (yoursite.awesome.com) is considered best practice). Other best practices are using consistent domain names (so that search engines don’t get confused when redirecting users); using keyword-rich URLs; and using old domains, as long as they don’t have a suspicious background.
Aim for different results.
Finally, make sure your site can be used in most types of standard devices (mobile phones, tablets, etc.) now that Google has made mobile responsiveness a priority when indexing sites. After all, most users are on mobile nowadays.