Basics of Improving Your Website’s SEO
Search engine optimization is basic to the success of every website. To put it simply, SEO will get your site found online when people come searching for something they need that you might offer.
Question is, how do you make the search engines put you ahead of the others, considering there are hundreds of thousands or even millions of websites competing for attention? 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 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 – depending on page text, titles, descriptions and tags
Performance – speed and efficiency
Authority – when content quality is high enough that users and authority sites are always linking to the site in reference
User Experience – includes site’s appearance, ease of navigation, user safety 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. In particular, search engines are averse to keyword stuffing (overusing keywords), purchased links and poor user experience based on bounce rate.
Define and understand your business model.
First and foremost, what is a conversion for you? Do you sell products and services or impressions? What are your goals? How well do you understand 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.
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 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.
Optimize for various types of 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, everyone is on mobile these days.