The goal of SEO (Search Engine Optimization) is to ensure search engines find your pages and site. It is also used to rank the page relevance so that the site/page appears at the top of the search engine’s results. Optimization of search engines requires monitoring, continuous testing, tuning and maintenance.
What do search engines look for?
Search engines have a reputation to maintain to their users. They will therefore do their job as thoroughly as possible to ensure users are referred to content and websites that are most relevant to what they are looking for. Relevance is determined by:
• User experience – is the site easy to navigate and does it look safe
• Authority – do authoritative sites use your website to link as a reference or does your site have good content to link to?
• Performance – how fast and efficient is your site?
• Content – is determined by the description, titles, text on the page and theme that is being given
Make your site’s structure up-to-date, intuitive and clear
The way you organize a site’s navigation and architecture is crucial for both your visitors and SEO. Search engines pass through a link structure to index and find pages. If you have a well-structured site, all the sub-pages and pages will be found easily and indexed by the search engine crawlers.
An intuitive navigation will also work for your visitors as it will assist them find what they are looking for in the shortest amount of time possible. There is a ‘three clicks’ rule which states that any information on a website should be available to a user in less than three clicks.
Determine keywords that will work for you
Keywords are an integral part of SEO. The best way to find keywords is to determine what words a user(s) type in a search engine bar when they are searching for a website like yours. You will have done half the job when you find a list of relevant keywords. Google Keyword Planner is one of the tools you can use to do keyword research. It is available for free to anyone with a Google AdWords account, which is free. You will be given a list of keyword suggestions once you provide more details about your website after you setup your account.
Remember to optimize for multi-channels
Apart from implementing keyword strategy on-site, you should extend it to other off-site platforms. This is known as multi-channel optimization. The platforms you should consider for multi-channel optimization include:
• Offline such as TV and radio ads
Being consistent with keyword phrases that are within these platforms will help you build your brand efforts as well as train users to use particular phrases you are optimizing for.
SEO should always be kept at the forefront of your mind. Make sure you always follow best practices. At the same time, you should stay informed on new SEO practice as well as new changes on all search engines’ algorithm. Skipping SEO basics will only leave your site’s foundation a mess and prevent you from fully maximizing on revenue opportunities.