Best Practices for Improving your Website SEO
Although many people think of SEO as “using keywords and smart meta-tags”; SEO is actually a distinct aspect of online marketing that is relied upon to increase valuable traffic to your website. To be effective, it requires expertise and experience with the logic and technical logistics involved in how websites are evaluated and graded by search engines, such as Google. It also benefits from an understanding of how people search for information and their user-experience on the Internet.
Applying such a knowledge base to your website — considering your goals, target market, messaging, and industry outreach — will drive more qualified prospects to your website.
SEO Keyword Targeting
Consider how your target market might be searching for you, or for the product/service you provide. What kind of language would they use? Determining this is crucial. You want to discover the search terms that are being used most often, and further, what keywords are most likely to lead to a sale.
SEO Copywriting / Content Generation
If you don’t write about it, you can’t be found for it. SEO copywriting is online writing that incorporates your important keywords, concepts and topics into your web content in a way that encourages your website to rank better in the search engines. It is not as simple as sprinkling some keywords into your content.
It is important to write for people, not to concentrate on search bots. There are ways to write informative and compelling information that is attractive to both your target market and Google. In fact, Google is so sophisticated that it looks for conversational content that includes relevant content. And, like an actual reader, it responds favourably to consistency. So be sure to involve relevant content in your titles headers (especially H1, H2 and H3), body content, captions, descriptions and alt text.
Another important aspect is frequency of new content. Obviously, if your website has frequent additions of new relevant content, both readers and search engines would value your site as a more worthy resource.
A consistent approach to writing ongoing, targeted and fresh content will help your website rank higher on organic searches.
SEO Link Building
If you think of keywords and SEO copywriting as telling Google who you are and what you offer, then SEO link building can be thought of as telling Google how relevant and important you are. This is because Google considers each website that links to yours as a vote of confidence. The thinking on Google’s part is that important websites are likely to receive a higher number of target links from other websites.
The more a web page is shared via links, the more important it’s considered to be, and this results in higher rankings. However, the value of each of these links is also an important factor — any link will not do. Google places a value on each link depending on its relevance, the authority of the website, what other sites it links to, etc. Your strategy should include seeking high value links and avoid low value, even detrimental, sources.
Pay Per Click (PPC)
Search Engine Marketing (SEM) is sometimes used to denote paid efforts, notably Google AdWords and pay per click (PPC). Google and Bing have very good sources to help you target your ad spend effectively. However, be aware that just like print advertising, it is easy to waste money with PPC. You’re best to rely on someone who uses these tools on a regular and fairly intensive basis in order to see good results.
An important note is to have a complete campaign ready to go. Driving more traffic to your website is great, but only if you have a strategy and all the pieces in place to capitalize on the new traffic. Developing appropriate call-to-actions, landing pages, forms, etc., is essential to engaging with your new website visitors and nurturing them into leads and potential customers.