Are you tired of paying companies for search engine optimization and continuing to find yourself on the third page of results? SEO is about more than throwing money at keywords (although buying your spot can be a part of a well-integrated optimization strategy). There are plenty of ways to ensure a well-placed organic ranking with search engines and, just like a well-integrated strategy should, they involve good quality content, cultivating inbound links, and having an easily navigable site. At RoryMartin.com, we know how important SEO is to conversions and click-through-rates. Here are a few things to remember when performing optimization on your site:
When it comes to content, make sure that your keywords are placed in the title of the piece or product page, and also in the headers. H1 tags are great indicators of what a page is about. Search spiders often crawl these first, and curate pages accordingly.
Some companies go a little overboard in this, and fill their pages with any and all keywords – related or not. This may earn you a penalty from Google; however, if it does lead search engine spiders to your site, it won’t necessarily attract living, breathing human beings. If you have ‘Toshiba Laptop’ in your title, and a potential customer finds that you only resell MacBooks, your conversions will drop. Your clients will be very disappointed – and possibly vocally so.
Try to make your content sound as if it was written by humans for humans, and work the keywords in naturally. You can also add a keyword or two into the URL of the page, without it appearing in the title. This will increase the likelihood that you come up in search results for that keyword, without having to force it into the title of a piece.
If you have a large website, or a site with lots of content, such as a frequently updated blog, then your users will want to navigate around it with ease. Search engine spiders are the same. Have you checked your website recently to make sure that all of your links are working, that they all reach the appropriate page, and that they are all tagged or categorized correctly? This is something that should be done frequently, especially if you are constantly adding new content and/or products. Both users and spiders will become frustrated and give up if they can’t easily find what they’re looking for. 404’s, 403’s – they are not your friends. Keep your links up-to-date.
We know that search engines rank sites according to their authority, which is why incoming links are so important. The more sites that link to your site using keyword-specific anchor text, the higher your site will rank as an authority on this text. Of course, generating links to your website takes a lot of work and relationship-building with other website owners or bloggers (along with producing the sort of content that others will want to link to in the first place). This off-page SEO is one of the hardest parts of Search Engine Optimization.
If you follow white-hat SEO, your website should naturally rise through the rankings. The added bonus: fellow website owners and bloggers are now aware of your site, and are more likely to promote it to their followers!
What’s your top tip when it comes to search engine optimization geared towards organic rankings?