Getting found in the organic search results in search engines is like owning a prime retail location in the center of town. It is sure to bring you traffic and customers. Search Engine Optimisation (SEO) is about optimising your website in order for search engines such as Google understand what is is you are trying to tell or sell you visitors. The more Google thinks you are an expert on the subject…. the higher they will place you in the organic search results. For local businesses, local SEO is becoming more and more important.
SEARCH TERM/KEYWORD ANALYSIS
Do you know what your visitors are searching for? What keywords do they type in in search engines? Do you know how many times this keyword is actually searched for monthly ? Do you know the trends of your most important keywords? An accurate and sound keyword analysis is key to knowing how to optimise your site for both your SEM/SEA and SEO. Knowing which search terms you should aim for is the foundation of your entire online keyword strategy, it is the basis for determining which terms to aim for and thus ranking higher in search results.
Good old boring text may not look fancy, but it is still very important. Know how to write and structure your texts in order for search engines to love them. Use relevant terms and semantic related words, but don’t overdo it as that will be considered spam. Make use of relevant titles, but never forget: your texts are initially directed at readers, and not at search engines. There is a fine balance between the two. Don’t write solely for SEO purposes, but do keep in mind that you should incorporate certain things in your text.
OPTIMAL NAVIGATIONAL STRUCTURE
The navigation of your site should be intuitive. The main goals is of course to provide an indicative structure where visitors don’t get lost. Search engines also look at the navigational structure and urls of your website to determine how relevant pages are to search terms. As such, it is extremely important to think about your site structure, remove duplicate pages/content, use relevant names and url structures. This way both your visitors and search engines know where they are going. Thus, a good site structure is important for both your visitors and for SEO.
Perhaps the most difficult part of SEO is link building. Other sites linking to your website are important in determining your site’s authority on the web. The more you are linked to… the more authoritative you become and the higher your ranking. However… get too many links from irrelevant sites… and you get punished and your rankings lower. As such, it is important to analyse your backlinks (links to your site) and gradually gather links from sites that are relevant to your site and add quality and good content to the internet.
ARE YOU BEING LINKED TO?
How you site is loaded is also an important factor in SEO. If you or your visitors find you site slow…. most probably Google will think so too. This means that they will lower your search engine rankings. Google tries to put relevant sites with a good user experience above ones with a bad user experience. There are many technical tweaks that can be made to speed up your site and load content in the correct order to provide the best experience.