As with anything, Search Engine Optimization (SEO) can benefit from continuous improvement. SEO can also be a very intimidating task to tackle. There are so many myths about SEO, and the rules seem to change by the day, but if it is approached with the right mindset the result will be very rewarding. Before you take on the task of improving your SEO it is best to understand it. Here, we will first break down the categories, and then go into more detail how each can benefit from a good strategy.
SEO Can Be Divided Into Two Key Categories, Content And Page Authority.
Content – Your Website’s Content, Or "On Page SEO" Includes The Following Components:
Keywords and long tail keywords (key phrases) - These are the actual words and phrases that describe the areas of interest you wish to be discovered for.
Page content - This encompasses all of the information in the body of your page such as the article or informational text, the images, the videos, etc.
Page titles - The actual title of your page. This should make use of the main keyword your page is about. Page titles should make use of title tags (like H1) so that search engines recognize the importance and relevance.
URLs - the web address where the page ‘lives’. When you choose descriptive URLs rather than random ones, your SEO will benefit. For example “https://www.commonplaces.com/5211223-542Page_X2tP” has no relevance, while “https://www.commonplaces.com/how-to-improve-your-websites-seo” contains a description and main keywords.
Metadata - the information that tells the internet what your page is about so it can be indexed properly. If you are using a popular CMS like Drupal/Acquia, Hubspot, or WordPress, you will be able to easily customize your page URLs.
Page Authority – Known As 'Off Page SEO' Includes Several Elements, Here Are A Few:
Quality websites linking to your website - these should be sites that have similar relevance to the topic you are trying to rank for, so when they link to your site, the reader is presented with further knowledge. You may see these as “you may also like” or “related articles”, or they can be seamlessly embedded in the article text that is linking to a page on your site.
Page sharing, interaction, and popularity on social sites - When your content is engaging, it becomes useful and important to both people and web crawlers alike. When people comment on and share your content, for example on social media, this gets noticed and ranked.
How To Improve Content For SEO
Keywords Tell Your Story.
Keywords are a core piece of the SEO puzzle. Before writing page content or metadata you need to develop a keyword strategy. Develop a list of keywords, questions, and phrases related to your company and industry that you would like to be associated with. These are words and phrases you know people are searching for. Long tail and short tail keywords come into play here, so we encourage you to do your research on which best describe your website, and get the extra mileage out of the most valuable keywords.
Download our handy SEO checklist containing information about keyword tools.
Content And Page Titles Should Contain Keywords.
Develop your page content, page titles, metadata, and URLs around your best keywords. You want every page of your website to rank the best it can for a keyword, and try to use different long tail keywords on each page describing what that particular page is about. Not only do you need to write valuable and informative content associated with the keyword, but you also need to include the keyword in the page title, meta description, and URL. Make sure you're following a quality content strategy; no keyword stuffing, search engines can penalize your rank for this! (ICYMI, Keyword stuffing is when you cram a bunch of the same keywords on a page just to use them, and it ends up looking like you are just repeating yourself over and over with no added value.)
URLs And Meta Descriptions Are Your Elevator Pitch.
URLs containing keywords show what the page is about before your readers even click it, and metadata expands on the keywords in plain English - quickly. Make sure your URLs are short and relevant, and your meta descriptions are 150 to 160 characters in length, using the most relevant keywords for your page. When a Meta description appears as a snippet on Google, only the first 160 characters are displayed. Remember to make your URL and meta description enticing to the person searching on Google!
Improve Your Page Authority
Increase Your Number Of Inbound Links.
The number of websites that link to a page or domain is a measure of trust. The more links you can get from relevant sites, the more valuable your content is deemed to be by search engines. These links must be quality though! Multiple links to the same page, coming from unrelated or untrusted sources, will only hurt your SEO. A great way to get quality inbound links is to write guest blogs for other websites and establish a relationship with their owners and editors.
Develop A Social Media Strategy.
Interaction and popularity on social media sites has become one of the many components to SEO. Develop a strategy around sharing valuable content with your followers. Include your own content, along with a mix of informative content from other related sources, and be sure to engage with your audience with good Calls to Action.
Consult With the Experts
Remember, Google's algorithm is complex and frequently changing, it is important to stay informed about changes that may affect your SEO. By continually reading up on changes to algorithms and staying informed of new best practices, you can stay ahead of your SEO. We know you probably have better things to do though, like, say – run your business – Which is why CommonPlaces is ready to help. We have experts on staff who can strategize with you to get your SEO in tip top shape.