Search engine optimization or SEO is the process of influencing the visibility of a website in a search engine’s search results either paid or organic (natural). Generally, more visitors will access the website when it appears on the earlier pages or the top of the search results list. SEO may have different kinds of approach to target such as image search, video search, local search and industry-specific search.
As an internet marketing strategy to attract more visitors to their website, organizations will consider SEO to see how the search engines work, the keywords people use or the specific search terms entered into search engines and their target market’s preferred search engine. Editing the content to increase its relevance to specific keywords and remove barricades to search engines indexing activities is involved in optimizing a website.
SEO is a set of hidden tricks according to many people and only performed by “SEO gurus” who knows Google’s ways. SEO was simpler few years ago, in order to achieve high rankings it was adequate to create a landing page, build links and add keywords. It has become more complicated and difficult these days as it is necessary to optimize several different elements of the website. These are the following guidelines to examine for a successful SEO campaign.
Research on Keywords
The first step of an SEO campaign is researching on keywords. By researching keywords, you will attempt to discover which keywords or phrases people are using to look for your website or your competitor’s website and will decide which one to aim for.
-High volume and low competition focus
Preferably, the keywords with higher potential are accompanied with high search volume but with low competition. However, as the competitors are also doing identical research, these keywords become limited and they are not sufficient to fully support a SEO campaign.
-Include long tail keywords
It is recommended to aim for the keyword’s “long tail” in most cases. Presently, many searches are at least 2 or 3 keywords long instead of 1-keyword long. There may be a low search capacity for each individual search but it is easier to be listed on the top as the competition is lower.
-Carry out a competitive analysis
In order to identify new keywords to aim for, it is imminent to study your competitors’ websites.
In order to read your website’s text and code, special software called crawlers are used by search engines. It may be hard for a crawler to read and comprehend the contents if the website is not technically perfect and it may rank lower in the search results or the worst outcome, not appear at all. It is crucial to check the following technical points.
To keep URLs less than 100 characters, using dashes than underscores and avoiding special characters are good SEO practices.
An uncommon title tag is ought to be on every page, up to 69 characters long. Basic keywords must be present in the beginning of the title.
-Meta description tags:
An exceptional meta description tag should be on every page, 150-160 characters long and include 1-2 sentences that depicts the page.
Part of the HTML of a page and noticeable to the visitors of the website. The six different headings available: H1-H6. There must be only one, exclusive H1 heading tag for every page.
This issue happens when you have the same content in your website under several different URLs. It can prove negative for ranking, because search engines doesn’t know which one to include in their index. Either remove the duplicate content or make redirections between the different versions are suggestions to solve the duplicate content concerns.
You can add special markup to your content with structured data, thus search engines can comprehend its type better. This has the ability to help to achieve higher rankings. Additionally, in the search results pages, rich snippets for your pages can be provided. A tiny sample of the contents of a page in the search results is provided by rich snippets, making it more conspicuous.
It’s crucial for your website to include an XML sitemap as search engines use the XML sitemap protocol. It has to be submitted in Google Webmaster Tools after its development, so that all of the content in the website is crawled. Every time a new content is added in the website, the sitemap has to be updated and re-submitted.
There should be a relevant tag for every image. It is a HTML tag that approves you to describe the image’s content briefly, so that search images can comprehend it. The filename should contain useful keywords, rather than contextual numbers and letters. You can include the transcription text and a video sitemap in your website for videos.
Helpful and satisfying results are results that search engines attempt to present their users with. They take into account the website’s engagement metrics for this reason. According to Google, “webmasters can improve their sites’ ranking in general by designing high-quality websites that users will want to use and share”. Keep in mind of these usability tips:
Elements such as labeling different parts of the website clearly is included in usability so visitors can easily navigate their way around the website, causing it to be easier to recognize or locating contact information.
A sea of pages of a website could be ranked concurrently by search engines, which suggests that users are able to access a website from the results page instead of the home page. Visitors may get stranded on one page and won’t be able to continue further on the site.
This is the frame of your website from which other features are constructed - such as navigation, form, function, interaction, interface and visual design.
-Quality of content
Not a single page should be longer than 800 words for usability reasons with the omission of blog posts. The content must include related keywords on the page. Search engine rankings can improve considerably by having one-of-a-kind, keyword rich text on a page.
In order to supply the best results to users, Google updates and optimizes its algorithms constantly to give priority to beneficial, new and engaging content. The foundation of a successful SEO campaign is quality content presently. These are the new, engaging and quality content that is essential for every business to invest in producing:
Fresh and beneficial content has the possibility to rank high in search engines but recycled content would hardly be ranked in them. When visitors share the content, it might be a method to obtain new links and expand the website’s authority.
-Infographics, charts and other visual content:
This is another category of content that can draw in more links to a website
-Guides, ebooks or other helpful content:
These require more effort but if done properly, they can attract new links for a considerable amount of time after their conception.
Social Media Strategy
Recent Ranking Factor - Rank Correlation study shows that social signals stands out among the ranking factors. This means that SEO is heavily influenced by social media and ought to be a part of an SEO campaign. These are the following steps of a successful social media strategy:
-Organize your social media goals:
For example, these can help to grow your presence on social media and to obtain more exposure for your content.
-Figure out your audience:
You should research and find out your target audience and users who are interested in your business before starting to become active on social media.
-Pick your social media channels:
You should choose the right social media channel that is suitable for your business as it is impossible to be successful in all of them. For starters, pick the channels where your target audience are most active.
-Connect with influencers:
People who are popular on social media can be assets, as they are able to spread your message to their followers. Find and try to connect with them.
-Create a social media update schedule:
Determine what kind of content to use and the frequency of the update for every channel.