News For This Month: Marketing

The Basics of Boosting Your Site’s SEO

Search engine optimization is basic to 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.

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. 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. Site relevancy is determined by the following:

Content – as per the text and titles, tags and descriptions provided

Performance – site 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 restricted to a particular amount of data storage, so if you even attempt to trick them, you’ll only end up hurting your SEO eventually. 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 of all, how do you define a conversion? Do you sell products and services or impressions? What do you want to achieve? Do your know what assets and liabilities you have? 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. 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; using old domains as long as they don’t have a questionable past; and using keywords in URLs.

Consider different types of 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. After all, most users are on mobile nowadays.

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