Search Engine Optimization, by definition, is the technique used by web masters and online marketing professionals in order to improve the ranking of their page in the Search Engine’s results. Building an effective SEO campaign is easier said than done. Many people fail to understand not only the importance of SEO friendly content but also the true mechanisms used to make a page rank higher. In this article, we will try to analyze most of the factors regarding the ranking system of the most popular search engines.
Part 1: Your Online Presence
The title is pretty much self-explanatory, but yet often underestimated. Whether you own a physical or an online-only business, being registered in different directories, social media or forums is important to improve your visibility to the customers. Depending on the country of origin of both you and your customers’ you can sign up for different platforms. Here are some examples;
- Facebook; A relatively old platform that the majority of the European and South American population uses for daily communication and information.
- Instagram; A widely used platform, good for building an audience, requires a lot and frequent updates
- Twitter; Also an old platform good for making connections and sharing content and updates to a larger and more stable audience
- YouTube; An excellent media platform, if someone is capable of making promo/tutorial videos
- LinkedIn; A more business-targeted platform that is a good way to build a quality brand awareness
Part 2: Quality
Maybe the most important factor when attempting to establish a good search engine ranking. When crawling your site for information, Search engines, require quality content, meaning that copied, bad-written, or stuffed with keywords text is not appropriate.
- Genuine content; The website should stand out and differ itself from similar websites. The content should be sophisticated and well formed that someone can easily read. You should clearly point out what makes you differ from your competitors and why your product/service is needed.
- Well-written; First of it is important to understand how someone can write something from the perspective of the person reading it. Good use of grammar and syntax is necessary as well as the use of quality synonyms, in order to avoid repetition.
- Keywords; This is something that many misunderstand and think that quantity of keywords is preferred against quality. Of course, that’s nothing more than a misconception. The key word should be used with delicacy and if it is mandatory to be written again and again, consider the use of the above synonyms. Search engines are smart enough to understand synonyms, so don’t be afraid of that.
- Keywords are at the heart of SEO, but they’re actually not your first step to an organic growth play anymore. Your first step is to make a list of topics you’d like to cover from one month to the next. To start, compile a list of about 10 short words and terms associated with your product or service. Use Google’s Keyword Tool to identify their search volume and come up with variations that make sense for your business. You are associating these topics with popular short-tail keywords, as you can tell, but you’re not dedicating individual blog posts to these keywords. These keywords are simply too competitive to rank highly for on Google if you’re just starting to optimize your website for search. We’ll go over how to use these topics in just a minute. Using search volume and competition as your measure, narrow down your list to 10-15 short-tail keywords that are important to you, and that people within your audience are searching for. Then rank this list in order of priority, based on its monthly search volume and its relevance to your business. For example, if a swimming pool business is trying to rank for “fiberglass pools” — which is receiving 110,000 searches per month — this short-tail keyword can be the one that represents the overarching topic on which they want to create content. The business would then identify a series of long-tail keywords that relate to this short-tail keyword, have reasonable monthly search volume, and help to elaborate on the topic of fiberglass pools.
- Here’s where you’ll start optimizing your pages for specific keywords. For each pillar you’ve identified, use your keyword tool to identify five to 10 long-tail keywords that dig deeper into the original topic keyword. For example, we regularly create content on the topic of “SEO,” but it’s still very difficult to rank well on Google for such a popular topic on this acronym alone. We also risk competing with our own content by creating multiple pages that are all targeting the exact same keyword — and potentially the same search engine results page (SERP). Therefore, we also create content on conducting keyword research, optimizing images for search engines, creating an SEO strategy (which you’re reading right now), and other subtopics within SEO. This allows a business to attract people who have varying interests in and concerns about owning their product — and ultimately create more entry points for people who are interested in buying something.
- Consistency: When using multiple platforms, keep in mind, that you should avoid posting different information in different media. That will cause confusion to your audience and usually is a sign of a bad professional.
Part 3: Monitoring the results
Last, but not least, you will want to keep track of your SEO progress by monitoring your results. The three most important tools you can use to monitor these results are the following.
- Authority Labs: Create a free account which you can get after using the 30 day trial of the pro account. Use this tool to track keyword rankings for your website so you can see if they are moving up in search results.
- Google Analytics : Use Google Analytics to learn more about the visitors to your website. In particular, monitor your organic search traffic sources to see what keywords people are using to find your website in search results. By setting up goals, you can see which keywords lead to visits where visitors do what you want them to do on your website such as sign up for a mailing list or purchase a product.
- DataForSEO : Use this tool to get raw SEO data straight to your custom application. You can use their rank tracker API to track keywords rankings, SERP results, keyword data and more.