Leveraging Search Engine Optimization to Transform Your Audience

A holistic approach to organic growth often requires buy-in from internal stakeholders that may have little previous experience, or even worse – suspicion of SEO. Organizations should take many factors into account when pursuing an SEO strategy. Technical WEB optimisation is an awesome field. There are so many little nuances to it that make it exciting, and its practitioners are required to have excellent problem solving and demanding thinking expertise. Search engines are very clever in reading every little detail about your web page in order to rank all the sites that they store. It is advisable therefore to get some structure in your website files, rather than having them all loose in one huge folder. With all the searching your potential customers are doing, you can gain a great deal of information about exactly what they’re looking for.

Pay attention to the content’s structure

If you're willing to vouch for links added by third parties (e.g. if a commenter is trusted on your site), then there's no need to use nofollow on links; however, linking to sites that Google considers spammy can affect the reputation of your own site. Ever wonder how to pick the perfect keyword topic for your blog or website, or find one that will have the most value? Most SEO strategists and content creators focus on, at best, two of the eight dimensions they should analyze when creating a keyword strategy for a website. Much like other SEO strategies, keyword research has evolved to a level that goes well beyond “how many people are searching for a topic.” It now includes many more variables that help define how much value a topic will bring to a website. Using social media for your business has numerous benefits, but it’s never been more important for SEO than today. Search engines are measuring social signals such as likes, favorites, shares, retweets and +1s to determine valuable, search-worthy results. According to experts, we should expect high-quality social media posts to rise higher and higher in search results. To avoid spreading yourself too thin, consider focusing a majority of your social efforts on two platforms, or hiring a part-time social media expert. Links are a crucial factor for high rankings in Google's organic results. They also help you to get higher rankings in the local results. Location search is growing every year and we are using our mobile phones daily to search for answers and solutions locally to us.

Lack of keywords in the content

SEO and positioning your website to rank top spots in the search engines require some careful planning. Just like setting up a business or going to war, it requires strategizing for optimal results. Stop using keywords in your titles. Why? Because if you don’t know how to optimize a Web page without stuffing your title, then you don’t know how to optimize a Web page. Titles and URLs are options, not requirements, in search engine optimization. Learn to understand and fully appreciate the difference between being able to do something and needing to do something. Looking at a website’s backlink profile can tell you a lot about their marketing activities and help you to understand why, where, and how they rank. Backlink indexing is important for SEO. In Google search, a headline with a relatively high click-through rate will receive a ranking boost since it indicates that the post is more relevant for that search query. Who wants to get a 404 page after clicking on a link? Broken links make for bad usability. Not only that, search engines consider a large number of broken links as a signal of an old, neglected site and this can impact your SEO ranking.

How Searchers Interact with Results

According to SEO Consultant, Gaz Hall: "It has long been understood that Google’s ranking algorithm is complex (by design)." In milliseconds, search engines assess a number of elements — images, keywords, content, metadata, links, etc. — before delivering results. Ever wonder how a small handful of lucky websites make it to the first page of Google’s search results? It’s because they were deemed the best resources for your search query — using an unimaginably complex version of the system described above. Beware, excessive linking, either internal or external can lead to the exact opposite results. Make sure that every link serves its own purpose in your content. Before you publish, please proofread! Google doesn’t like spelling or grammar errors. Oh and don’t try to hide your keywords by, for example, placing them behind images because Google is much smarter than that. You should also focus on building internal links, as it can increase traffic on different pages of your website, which can send positive signals to Google.

How are you supposed to do this?

Keywords must be used at least three to four times in the page text. The upper limit depends on the overall page size – the larger the page, the more keyword repetitions can be made. Keyword phrases (word combinations consisting of several keywords) are worth a separate mention. The best seo results are observed when a keyword phrase is used several times in the text with all keywords in the phrase arranged in exactly the same order. Review sites should also be considered in link building campaigns. These are the sites where your customers write about their experience with your products/services. Long form content is an inbound marketing tool that has recently grown in popularity amongst marketing professionals. These pieces of content go against the trend toward smaller and more easily digestible pieces of content. The only way unethical SEO techniques are ever going to be eradicated is when Google themselves get clever enough to work out how to tweak their algorithm to ensure these tactics no longer work. Don’t get me wrong. Google have come a long way during the past few years in stamping out unethical SEO spam but they are far from ensuring none of it works. Create a post-specific resource, and offer it for download in exchange for the email address of your visitors. When the resource is post-specific, readers are more likely to engage with the campaign, in turn boosting conversions.

Do users like my content?

When launching a new website that replaces a previous version, use 301 Redirects to tell the search engines that your pages have moved. Doing so will retain your hard-earned Google Page Rank and your search engine positioning should stay more or less intact. If you do not use 301 Redirects when launching a new/replacement site, search engines will still have your old pages contained in their index, and both search engines and visitors seeking out your content will encounter broken pages when they try to visit your site. This will result in lots of 404 Page Not Found errors. When this happens, your search engine rankings will most likely drop. The URL parameter tools supply Google bots with information on how to handle URL with specific parameters. If you are using Bing, it comes with a tool that can help all unwanted parameters. Keyword research is the basis of all search marketing. It is the art of explaining what you do in the language that people use, and thus it should probably be the basis of all your marketing activities, both on and off the web. One of the most important factors to consider when looking at a potential link is its relevancy. Very few businesses take a long, hard look at what their online competitors are doing first or think about what part of their business works best online.