When creating a website search engine optimization, or “SEO” is essential. Proper SEO allows people to find your website when they need your services either after or during the buying process. Some things to consider are what the search engines most used by your customer base looking for? What can you do to make your website acceptable for your customers as well as Google, Bing and other search engines? Perhaps most crucial, how can SEO help your presence on the internet turn a better profit for your business?
The main objective of basic SEO works off of how search engines categorize your website for relevant searches while creating an easy and functional user experience. The content of your site consists of information organization, the platform of the content management and its infrastructure. If these things are lacking the site won’t get any traffic and just ends up confusing potential customers. Let’s take a look at how search engines decide what is relevant to what the user is searching for. The content of the page such as the overall theme, text and the titles and descriptions that are given. Your sites performance is also taken into consideration. Is your web page fast and is it coded properly?
Making sure that your content is accurate enough to link to through other sites and more authoritative domains can reference or cite the information you have provided. It is also good to ensure the site looks good professional and attractive to the eye. The bounce rate should also be relatively high. Remember that search engine spiders can only process a certain amount of data so anything unnecessary or “shady” will be detrimental to you. Examples of this would be an over usage of keywords and purchasing links. Users need to be able to navigate your website with ease so an over load of ads will increase your bounce rate.
Knowing your bounce rate is imperative and can help you determine where you can improve the information on your site. Usually anything over 80% is a sure sign that something is amiss. Zeroing in on your business model and sticking to a set of goals can help your content look more focused and allow users to see quickly what they are looking for with your services. Decide how conversions impact what your selling. Knowing whether your selling impressions or a specific item on your page such as a link or a product can also help narrow down what your intentions are. It is also important to have an understanding of your own assets whether physical or in marketing and the associated liabilities.
Spend some time considering multi-channel optimization. You want your website to implement keywords that extend to other off-site platforms. This can include but is not limited to Facebook, Twitter, LinkedIn and various email platforms. Even taking into account how your keywords translate to offline sources such as television ad space and radio is key. Keep your domain names consistent using sub-directory root domains as opposed to sub-domains. If your domain cannot auto populate without putting in the “www” this means that the search engine is seeing two different results and can water down your inbound links from other sites.
Older domains are always better than new ones but it’s imperative to make sure the old user of said domain hasn’t done anything inappropriate with the name. Adding in keywords your trying to rank for in domain can help this process immensely. Don’t forget that users will use their mobile devices as well as tablets and other media so you need to optimize for those platforms as well. Aim your efforts towards richer media such as videos which are easier to rank than plain text. Optimize non-text content for search engines as well. Using Flash or PDF’s is okay as long as search engines can crawl the content and give your site the credit it deserves.
Focus on your Meta Data. Though meta keywords are for the most part ignored by search engines these days title tags and meta descriptions can be used to talk directly about your page as long as its formatted correctly. Meta descriptions should be unique to your content and speak directly to the page that they are inserted into. Duplicating descriptions on every page is time consuming and won’t get you anywhere quickly. Title tags need to be unique. Your title is essentially a 4-8-word ad describing what’s on the page so this should be used to entice users into following up on the information you have provided.
The SEO of your page should always be at the front of your efforts and implement the best practices. Ignoring the basics of SEO will leave your sites content unseen and messy and can impact your various possibilities of revenue. Optimization is not to be seen as a one-time process and needs to be updated regularly with maintenance and tuning. Also consider how much code you have on a page versus text. Compare your site to other competitive websites with high ranking to get a good idea of what an appropriate amount of keyword are for your site. Develop a list prioritizing targeted search terms that are relevant to your customer base and market segment. Connecting with your customers to find out what they type in order to find the service you provide can give you an idea of what you should be aiming for. Have you considered that some users may commonly misspell a word associated with your service? This should be incorporated into your list of keywords and phrases. Just be sure to use care with this as some search engines will try to correct the term when searching for it. Being aware of how you rank is important if you want to push up said ranking. Check back every 30 or so days and keep a record of how the rankings fluctuate. While traffic and conversions are more important in the long run we can use rankings as a general indicator of how well the site is doing.