The Basics of Boosting Your Site’s SEO
Search engine optimization is basic to every website. To put it simply, SEO will get your site found online when people come searching for something they need that you might offer.
Question is, when you have hundreds of thousands or even millions of websites like yours, how do you impress the search engines so they put you ahead of the others in the search results? The answers can vary, but the following tips will help you figure them out:
Imagine your website is a cake.
If you website were a cake, your links, social media connections and paid searches 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. At the end of the day, they all have to come together to make a delicious and attractive cake.
Be aware of what search engines want.
The main job of search engines is to bring users to websites that have the information they’re looking for. These are the factors that determine site relevancy:
Content – as per the text and titles, tags and descriptions provided
Performance – speed and efficiency
Authority – when content quality is high enough that users and authority sites are always linking to the site in reference
User Experience – covers user safety, ease of navigation, aesthetics 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.
Determine and understand your business model.
First off, what is your definition of a conversion? What are you selling products and services or impressions? What are your goals? Do you have clear knowledge of your assets and liabilities? Keywords should not only be used on-site and off-site (social media profiles, email or print, tv or radio ads). The idea is to be consistent and condition users to use the specific phrases you are optimizing for.
Use domain names with consistency. 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 consistent domain names (so that search engines don’t get confused when redirecting users); using keyword-rich URLs; and using old domains, as long as they don’t have a suspicious background.
Consider different types of results.
Finally, make sure your site can be used in most types of standard devices (mobile phones, tablets, etc.) now that Google has made mobile responsiveness a priority when indexing sites. After all, most users are on mobile nowadays.