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SEO (or Search Engine Optimization) refers to a set of
techniques and strategies that help you get high rankings on Google, Yahoo!,
Bing, etc., as well as other search engines like Ask.com, AOL and DuckDuckGo.
You can also use paid advertising methods such as PPC ads with AdWords, but
we'll be focusing solely on non-paid methods here. These are called
"organic" results, because they appear without any kind of paywall
between you and the site visitor.
As mentioned above, SEO is all about improving your
website's visibility by making sure its content matches up with what searchers
actually want to find - so if you're wondering how exactly this works, read on!
The first thing you need to do when optimizing your site is
keyword research. This involves finding out what keywords potential customers
would type into their browsers if they wanted to perform a particular action
related to your product/service. For example, let's say your business sells
office supplies, and you sell pencils specifically. The most common actions
performed when searching for these types of products include looking at
discount prices, buying online, checking reviews, comparing features, etc.
Therefore, one of your main goals should be to make sure your page has links
pointing back to those different sections where users will likely look. So
instead of having only 1 link going back to your homepage ("About
Us"), try adding 3 or 4 links each leading back to specific areas within
your site. If someone clicks on a certain section, then they've probably found
something useful enough to stay there.
Another important aspect of good optimization practices is
to ensure that you have unique titles & descriptions for every single page
on your website. Having duplicate title tags across multiple pages doesn't really
serve much purpose anymore, especially since Google now uses meta description
tag data to determine SERP listings. Also keep an eye open for new updates
coming out from Google regarding title tags; you may notice some changes
starting later this year.
In addition to boosting your overall ranking, another reason
why you'd want to optimize your site properly is to avoid penalties due to
black hat tactics. Black Hat SEO is basically anything unethical used to
achieve top search engine positions. Some examples include spamming blogs with
irrelevant comments, writing misleading blog posts, using hidden text to
manipulate rankings, creating artificial doorway sites, submitting hundreds of
low quality articles to directories, not updating webpages regularly, etc. Such
activities often result in losing valuable customer trust, being banned from
major search engines altogether, receiving penalized rankings, etc.
Now that we know a little bit about what SEO entails, below
I've included a few tips on how best to go about doing it right. There are many
others, but these are usually effective ones...
1.) Start off strong with Meta Tags
Meta tags provide information about your website, while
simultaneously helping search engines better index your content. They contain
essential information about your webpage, including things like title tags,
image names, anchor texts, file name extensions, alt attributes and more. Most
importantly though, they tell the search engines what your website offers, thus
giving them a general idea of what they should display under your URL.
2.) Use relevant images
Images play a huge role in attracting visitors to websites.
In fact, according to statistics, over 50% of buyers decide whether to buy a
given product based upon pictures alone. That means it's crucial that you take
advantage of this powerful marketing tool. Don't just throw random photos onto
your website. Make sure they are optimized with proper ALT attributes and
keywords. Plus, think outside the box. Instead of choosing stock photography,
consider hiring a professional photographer who specializes in taking pictures
relating to your niche market. After all, wouldn't you rather a user see a
picture of a smiling woman holding a bag full of pens than yet another boring
logo design? Another tip: don't always stick to rectangular thumbnails. Try
experimenting with other shapes too, maybe even combining 2 or 3 thumbnail
designs together to create a clean and cohesive layout. And lastly, once again,
make sure your photos aren't blurry or pixelated.
3.) Be consistent with blogging
Blogging is a great way to build credibility among both
current and future clients. Blogging gives you the opportunity to engage with
your audience directly, share interesting news stories and update them on your
latest developments. However, before publishing any post, you have to remember
to write compelling headlines and incorporate key phrases throughout.
Additionally, add calls-to-action wherever appropriate. As long as you remain
truthful, informative and engaging, readers will continue visiting your blog
time after time.
4.) Write original content
If you truly want to rank highly on SERPs, then you must
publish original content. Since algorithms favor fresh material, you shouldn't
simply copy and paste old press releases, rehashed ideas or plagiarize content
from other sources. By doing so, you run the risk of violating copyright laws
and putting yourself in jeopardy of facing legal repercussions. Not only does
producing unique content boost your reputation, but it helps attract new
followers and establish authority in your industry.
5.) Create catchy infographics
Infographics are visual representations of complex topics,
designed to communicate complicated concepts in easy-to-understand ways.
Infographics come in various forms, such as charts, graphs, maps, tables,
diagrams, etc., depending on the subject matter. A lot of times, they tend to
grab attention faster than regular written materials, plus they allow viewers
to digest info quicker than standard article formats. Furthermore, they offer
an interactive learning experience, allowing users to interact with graphics in
real-time.
6.) Keep social media updated
Social media plays a big part in driving website traffic,
increasing visibility and generating leads. But, contrary to popular belief,
posting frequently isn't necessarily a smart move. First of all, it takes quite
a lot of effort to generate a steady stream of meaningful interactions through
social platforms. Secondly, if you flood your audience members' feeds with
dozens of unrelated statuses, you might end up diluting your message and
confusing them. Lastly, keep track of trending hashtags and trends. When you
see them pop up everywhere, start sharing your own thoughts and opinions via
Twitter, Facebook or whatever platform suits you best.
7.) Utilize video marketing
Video Marketing is becoming increasingly popular amongst
consumers nowadays. With videos, you can show off your expertise, inform
audiences about upcoming events, highlight recent achievements, showcase
company culture and values, give away promotional items, present special deals
and promotions, etc. Once created, make sure you upload your videos straight to
YouTube and Vimeo, two of the world's biggest video hosting services. Although
uploading videos to several different channels seems overwhelming at first, it
definitely pays off in the end.
8.) Post positive comments on competitors' blogs
Commenting on fellow companies' blogs is a proven technique
that increases brand awareness, drives targeted traffic towards your website
and establishes you as an expert in your field. Just make sure you leave
genuine remarks and never promote your services or products in exchange for
money or favors. Otherwise, you could potentially harm your reputation and lose
significant profits in the long run.
9.) Track your metrics
Once you launch a campaign, tracking analytics becomes
extremely critical. Without accurate stats, you won't be able to gauge which
efforts work and which ones fail miserably. Fortunately, tools like Google
Analytics and Chartbeat exist to solve this problem. Both allow you to view
detailed reports and monitor campaigns' performance accordingly.
10.) Focus on building relationships
There is no doubt that gaining popularity amongst peers is
vital to success in today's competitive environment. Building solid connections
with existing and prospective clients is crucial to achieving sustainable
growth. One way to accomplish this is by leveraging social media platforms to
develop mutually beneficial relationships. While interacting with fans and
followers alike, treat everyone equally. Never talk down to anyone or assume
you're superior in comparison to others. Afterall, nobody likes arrogant jerks.
So, hopefully this short guide helped shed light on the ins
and outs of SEO. Next week, I plan to cover more advanced aspects of SEO, along
with providing tips and tricks on how to overcome obstacles that prevent
businesses from reaching their true potential. Until next time!
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