Search engine optimisation, or SEO for short, is becoming an increasingly important part of the digital marketing strategy of any site or business. It’s for good reason, too. For the average website, over 70% of all of their traffic will come from search engines.
For that reason, we’re going to take a closer look at some of the easy SEO tips that can help you start to get to grips with making your website more search engine-friendly, thus increasing the traffic it gets, its brand recognition, and how many qualified leads you can get.
SEO is best done with the help of a skilled SEO and Digital Marketing agency, but these are the tips that can help anyone start to use search engines to benefit their business.
1. Get rid of anything that’s slowing the website down
One of the first ranking factors that any search engine will look at is how well it runs. This includes, amongst other things, page speed (or how quickly each page loads.)
However, when first designing a page, many make the mistake of not considering how long it takes to load. While your website might look gorgeous and have excellent navigation, it may be full of elements that are slowing your page speed down.
There are few things that web users tolerate less than a slow-loading website. Nowadays, people expect pages to load almost immediately. Even a 1-second delay can result in 11% fewer page views.
So, what is it that could be slowing your website down? This depends on web-hosting and other things, but if your page is loading slowly, here are a list of things to check:
- Any plugins you’re using for sites like WordPress
- Images that are hosted on a different website
- Too many ad placements
- A lack of caching techniques
Remove some of the elements named above and see how it affects your page load speeds. This can help you pinpoint the source of the slow-down.
2. Make sure your website has a working structure
The structure of the website is, predominantly, what the user uses to get around. If your webpages are split into different categories, and they can use those categories to find other sub-categories and subjects that match their needs, that’s a good structure.
However, the structure is also going to determine how well the search engine understands the purpose of each of your pages. Search engines try to match web pages to the search intent of their users. Having pages in their relevant categories is going to make it much easier for search engines to do that.
Consider looking at guides on how to make your website fit a pyramid structure, and make sure that any new content you create has somewhere to fit within that structure.
3. Use relevant keywords with a high ROI
One of the fundamentals of how search engines work is that they match user search intent to relevant content by finding the content that speaks specifically to the keywords that they use in the search query. The better you’re able to match and utilise those keywords, the better your SEO results are likely to be.
You can brainstorm keywords that your audience might use, but there are also keyword research tools out there that can not only help you find relevant keywords but offer a lot of data on them. For instance, they can tell you how much more traffic you’re likely to get if you rank with specific keywords, but also how competitive those keywords are.
When you choose keywords to use, it’s important that they are relevant to your website, but also that you’re able to compete with them. The most competitive keywords will be highly contested, often by websites that are more established and better optimised than yours, so it can often be more efficient to aim for more specific long-tail keywords.
How you use those keywords matters, too. If you’re making a page around a keyword, don’t aim to simply slip it in here and there. Make the main subject of the content match the keywords. You’re trying to match search intents and make your page look like the most relevant result for that keyword.
4. Optimise your page titles, URLs and metadata too
It’s not just the content itself, it’s how you present it that matters. As such, you want every bit of the page to look as relevant to the search query/keyword as possible. A simple way to do that is to make sure that the page title incorporates the keyword. The URL and the metadata, including the meta description, should do this, too.
Aside from incorporating the keyword, the meta description should be an effective description of what content the user can expect to find when they click on the website. Similarly, the page title shouldn’t include the keyword alone, but what information can be offered quickly to give it some content, such as the website/brand name.
5. Get Links
There are two types of links that are important to your SEO efforts. Let’s break them down and highlight why, exactly, they’re valuable in the first place:
- Internal links: All of your pages should be linked internally to other pages on the website, especially those pages that are most relevant to them. Like a good structure, internal linking adds context to pages, which helps search engines better index and promote them.
- External links: If other highly trusted and authoritative sites link to your website, then that is incredibly valuable. This is one way that search engines also determine the trustworthiness and authority of your website. From press outreach to guest posts on reputable publications, gaining external links should eventually become a priority.
Both of the links mentioned above are important, but internal links are easier to add immediately, so it’s recommended you get started with those, first.
Start investing in SEO now
The SEO tips above can help you get started, but professional help is all but essential for the kind of traffic and conversions that good SEO and unlock. Get in touch with an experienced SEO agency today and find out what kind of strategy would best benefit your site.
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