How to Improve Your Website’s SEO – The Basics
Search engine optimization is basic to the success of every website. In a nutshell, it is SEO that lets people find you online when they search for a product or service that you offer.
The question is, with hundreds of thousands of websites possibly having similar content as yours how do you stand out in the eyes of the search engines? The answers can be many and complicated, but these tips can help you find them:
Picture your website as a cake.
If you website were a cake, your links, social media connections and paid searches would be the icing. Everything else – your content and content management system, site infrastructure and the logical information structure – is the foundation. In the end, they must all come together to make a tasty and appealing cake.
Be aware of what search engines want.
Search engines only want to lead users to websites that give them what they are looking for. Site relevancy is determined by the following:
Content – according to text in a page and he tags, titles and descriptions given)
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 ease of navigation, user safety, visual appeal and bounce rate
Be aware of what search engines DO NOT want.
Search engine spiders are limited to a certain volume of data storage, so if you try tricking them, you’ll only hurt 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 and foremost, what is a conversion for you? Do you sell impressions or concrete products or services? What would you like to achieve? How well do you understand your assets and liabilities? Keywords should not only be used on-site and off-site (social media profiles, email or print, tv or radio ads). The secret is consistency, allowing you to train people to use the particular words or phrases that you are targeting in your SEO campaigns.
Maintain consistency with domain names. Domain naming is important to your site’s foundation, so as a best practice, use subdirectory root domains (thissite.com/nice) rather than sub domains (thissite.nice.com). 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.
Lastly, make sure your site can be used in various types of devices, now that Google has announced it is prioritizing mobile responsiveness in its indexing algorithm. Which makes perfect sense, considering that users are mostly on mobile these days.