The Basics of Boosting Your Site’s SEO
Search engine optimization is fundamental to the overall success of each website. It is SEO that gets your site found by people who are searching online for something, a product or a service, 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.
If your website were a cake, its icing would be made up of your links, social media acts and paid searches. All the rest – your content, content management system, information architecture and infrastructure – forms the foundation. At the end of the day, they must combine together to create a cake that is both attractive and delectable.
Be aware of what search engines want.
The main job of search engines is to bring users to websites that have the information they’re looking for. Site relevancy is determined by the following:
Content – depending on page text, titles, descriptions and tags
Performance – site speed and whether the site is working properly
Authority – when content quality is high enough to be cited or referenced often by users or authority sites
User Experience – covers user safety, ease of navigation, aesthetics and bounce rate
Be aware of what search engines DO NOT want.
Search engine spiders only have up to a volume of data storage, and using shady tactics to trick them will surely backfire on your SEO in the long run. Search engines are specifically averse to sites with a low bounce rate (because it indicates poor user experience), purchased links and keyword stuffing or overuse.
Know and understand your business model.
First of all, how do you define a conversion? Do you sell impressions or concrete products or services? What would you like to achieve? Do your know what assets and liabilities you have? Keywords should not only be used on-site and off-site (social media profiles, email or print, tv or radio ads). The key is to be consistent so you can train people to use the very words or phrases that your SEO campaigns are targeting.
Maintain consistency with 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 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.
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, everyone is on mobile these days.