How to Improve Your Website’s SEO – The Basics
Search engine optimization is basic to every 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.
The question is, with hundreds of thousands of websites possibly having similar content as yours how do you stand out in the eyes of the search engines? The answers can vary, but the following tips will help you figure them out:
Picture your website as a cake.
On a cake known as your website, your social media acts, paid searches and links would be the icing. All the others – the information you offer and how it is organized, your content management system and your site infrastructure – is foundational. In the end, they must all come together to make a tasty and appealing cake.
Know what search engines like.
Search engines only want to lead users to websites that give them what they are looking for. These are the factors that determine site relevancy:
Content – depending on page text, titles, descriptions and tags
Performance – site speed and efficiency
Authority – when content quality is high enough to be cited or referenced often by users or authority sites
User Experience – includes site’s appearance, ease of navigation, user safety and bounce rate
Know what search engines DO NOT like.
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 and foremost, what is a conversion for you? What are you selling products and services or impressions? What would you like to achieve? Do your know what assets and liabilities you have? Keywords must be used on-site as well as off-site – on social media profiles, email addresses and offline advertisements). The idea is to be consistent and condition users to use the specific phrases you are optimizing for.
Be consistent with your domain names. Domain naming is important to your site’s foundation, so as a best practice, use subdirectory root domains (thissite.com/nice) rather than sub domains (thissite.nice.com). Other best practices are using old domains, provided they don’t have a suspicious history; using keywords in URLs; and using consistent domains to keep search engines from getting confused.
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, most users are on mobile nowadays.