The Basics of Boosting Your Site’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? There answers can can be winded and and complex, but the following tips should help you make sense of them:
Think of 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. At the end of the day, they all have to come together to make a delicious and attractive cake.
Know what search engines are looking for.
Search engines only want to lead users to websites that give them what they are looking for. These are the factors that determine site relevancy:
Content – as per the text and titles, tags and descriptions provided
Performance – speed and efficiency
Authority – when content quality is high enough to be cited or referenced often by users or authority sites
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.
Define and understand your business model.
First off, what is your definition of a conversion? Do you sell impressions or concrete products or services? What would you like to achieve? Do you have clear knowledge of your assets and liabilities? Keywords must be used on-site as well as off-site – on social media profiles, email addresses and offline advertisements). 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 crucial to your overall foundation, so as a best practice, stick to using subdirectory root domains (mysite.com/fabulous) instead of sub domains (mysite.fabulous.com). Other best practices are using old domains, provided they don’t have a suspicious history; using keywords in URLs; and using consistent domains to keep search engines from getting confused.
Consider different types of results.
Lastly, make sure your site can be used on most standard devices, like tablets, mobile phones, etc. now that Google has made mobile responsiveness a priority in its indexing algorithm. After all, most users are on mobile nowadays.