Search engine optimization (SEO) is a digital marketing process used to ensure that the content on one’s website is understood by search engines like Google and Bing. It discerns that the content is relevant to the search term, making the webpage particularly useful to a user. As a result, the search engine gives the website a higher ranking in the search engine’s results pages (SERPs), improving the chances of organic discovery and reach.
1. Keyword research
The most important part of optimizing one’s site is using relevant keywords—that is—the most commonly used words or phrases that people use when looking for a particular product or service. To find these, it is important to research keywords beforehand using tools like Google Keyword Planner, SEMrush, Ahrefs, AnswerThePublic, Bing WebMaster Tools, etc.
Using these platforms, one must build a comprehensive keyword list with a high search volume that aligns with user intent but has a low competition rate. These keywords must then be incorporated into website copy, including product URLs and descriptions, metadata, page titles, blogs, videos, podcasts, and other website content.
2. SEO strategy development
There’s a lot that goes into SEO, which is why businesses must develop a website strategy. During this process, they must focus on several factors.
a) Audit and benchmark
Start with a comprehensive auditing and benchmarking process of the current website. This will help individuals identify strengths and weaknesses and fix technical problems like broken links. The metrics can be found by using tools such as Google Analytics, Search Console, and other SEO software.
b) Competitor analysis
Next, take a look at what the competitors are doing. Check which websites rank with similar keywords and what makes them rank higher. This is also a good time to look into quality backlinking and check for gaps in the market.
c) SEO in permalinks
Permalinks are the URLs one sees when they open a new webpage. These can become integral to one’s SEO strategy if used effectively. A good permalink should tell the search engine crawler (and the users) what the webpage is about without being too long. They should also make the hierarchy of the site clear to explain the overall structure of the website. Avoid using specific dates or information that might change in the permalink.
d) Meta-titles and descriptions
These are often the first interactions that users have with the site, which is why they must be optimized for readability and access. Follow these guidelines when writing meta-content:
- Keep the meta title shorter than 60 characters.
- Keep the meta-descriptions shorter than 155 characters.
- Create a format for meta-titles and stick to it on every webpage.
- Include the head keyword in the meta title and description.
- Add a call to action if possible.
e) Content structuring and tagging
Structuring the site improves accessibility for the readers, often resulting in higher SEO rankings. That is why it is recommended to include alt-text and descriptive titles on all images, H1 tags or page titles on every page, H2-H6 tags when applicable, and descriptive anchor text for on-page hyperlinks to make the site easier to navigate.
3. Publish relevant, authoritative content
It is important to deliver high-quality content that engages the reader. While longer content is generally better for SEO rankings, ensure that the content is relevant and does not beat around the bush. Cover the topic in depth, make proper use of headings, use keywords in a natural way (no keyword stuffing), and use backlinks whenever possible.
This is also a good time to look at authority, as this plays an important role in determining website rank. Authority is when other trustworthy sites link back to one’s website. This can be achieved by creating useful, high-quality content and by networking with other websites in similar fields.
4. Regular updates
Website design and traffic are dynamic, which is why the content must be, too. Conduct regular SEO audits and update website content accordingly. Remove outdated information and edit the pages to meet relevant standards.
5. Mobile optimization
Today, more people use their mobile devices instead of laptops and computers to access the internet. That is why it is helpful to ensure mobile optimization for a great user experience on smartphones and tablets. This includes optimizing all the content, tags, and data on the site for faster loading on mobile devices by compressing images, minimizing HTTP requests, enabling browser caching, using a Content Delivery Network (CDN), etc. This responsiveness can be checked using tools like Google’s Lighthouse testing tool.
6. Enable SSL
It may also be beneficial to consider technicalities when looking at SEO rankings. According to Google, switching to HTTPS (secure browsing) is a ranking signal and best practice that can significantly improve a website’s organic search performance. This is because the encryption allows users to build trust, prevents keyword sniffing, and ensures the website’s credibility. Earning SSL certification from a trusted certificate authority on the site can help businesses increase their website’s Click-through rate (CTR) and dwell time.
Learning SEO can feel time-consuming and overwhelming, but it doesn’t have to be. By following the basics of SEO, businesses can build a strong online presence and improve the visibility of their content and search results.