A non-optimized website is comparable to a Ferrari that has impurities in its fuel filter. The task of optimizing your website is much more than keywords and concepts.
The part of search engine optimization that most people know about is on-page SEO. This consists of everything you do within your site to help search engines find you and rank you.
It incorporates design elements and content elements. Your page structure, your meta tags, and the content itself all work together to build your website into one that search engines can find and to which they can guide the people you want viewing your site.
All of these elements provide the cues that show search algorithms that your site gives the right information to the people looking for it.
– The Right Content
Chief among the factors that you need to consider is your content itself. What do you have to say to those who might be interested in your business?
You want to show your expertise in your market area, and show it in a way that visitors can understand.
It can be a delicate line to walk, because you need to demonstrate that you are an expert and at the same time avoid confusing anyone.
Further, your content needs to stay fresh, relevant and unique.
You can’t depend on something you wrote last month to stand up forever.
You need to continue to create new content over time, making sure what you do create is relevant.
– Titles and Headers
In addition to having great content you need to make sure to format it in meaningful, effective ways.
Title tags are vital to this process, as they carry more weight with the search engines than the rest of your text.
Your title should contain the keyword phrase on which you are focusing a given page of content.
Moreover, with the search technology growing more sophisticated every day, you need to make sure your title is something the rest of the page can back up.
A title that references a currently significant celebrity might be effective, but only if you weave that celebrity into the rest of your article. “Gotcha” titles may work for a moment, but they will ultimately prove harmful to your search rankings.
Similarly, headings in your content gain extra weight from search algorithms. This makes sense; the purpose of a search engine is to connect readers to information meaningful to them.
When you organize your content with impactful, instructive headings, that content is easier to read, demonstrating organization to your thoughts and creating a roadmap for your readers to follow.
It also gives you a chance to call out main points for someone who only has time to skim. The right approach to headings can both help bring you site visitors and help make each visit more meaningful.
– Enhancing User Experience
Creating alt tags for images will further bolster your on-page efforts.
Images break up the text to make your site more visually appealing.
This also makes everything easier to read. While search engines do favor sites with images, they can’t actually see and you need the tags to help the system understand what the image means. This also helps the visually impaired.
Build tags with relevant keywords that adequately describes the content.
In other words, if you are using a picture of a scene from nature to represent a concept on your page, the tag should focus on that concept rather than the trees or ocean or sky that literally represent the image itself.
Every tag, and every word, should be purpose-driven.
– Technical SEO
Technical SEO is becoming more important every day. It encompasses a wide range of skills.
From robots.txt file optimization to making sure page speed is up to Google’s standards
It means using Google Search Console to make sure your websites pages are indexed correctly.
It means understanding how to correctly implement Structured Data so search engines can use parts of you website in the rich snippets of search results.
Technical Search Engine Optimization requires a complete understanding of site structure and DOM Manipulation-essentially how a browser renders your website.
You need to have an understanding of how servers send and receive resources for a website.
Interlinking within your site also provides tremendous benefits. Any time you set up an internal link, it gives users a chance to view another page of your site.
This serves a traditional SEO purpose by driving more traffic within your site and also provides search engines with links that tell those engines what the pages to which you link are about.
For this reason, your links should contain keywords or descriptive text; a “click for more” link does little to help you with the search engines, while the descriptive link directs the algorithms without sacrificing the benefit to your users.
In addition, the internal links provide a map for your site visitors to follow.
When you craft and organize them carefully, you lay out a path for users to go where you want them to go, and making the user experience smoother because the navigation work has largely been done for them.
Anytime you can make the site experience easier for your visitors, you increase the chance that they will appreciate that experience and act favourably for you.