Nearly 80 percent of Internet users search online for brand info. And the top five results that show up on Google get 75 percent of all clicks. If you’re not fully exploring the world of search engine optimization (SEO), you may not be doing everything possible to connect with all those searchers. The process of boosting online visibility with SEO also involves selecting the right keywords and paying attention to things like links and how your content is presented online. As you plan your SEO strategy, here are some tips to keep in mind.
Optimize Images and Videos
SEO doesn’t just apply to the text within your paragraphs. Pay attention to the meta tags and captions you use for your videos and images. Video content alone accounts for more than half of all online searches.
Anchor to Meaningful Words
Anchoring texts with links to more relevant content or a page where contact info is located is great, but it’s not going to do you any favors with your SEO if you use generic anchor text like “click here.” Instead, make it less generic. Ex.: “Click to learn more about our Miami heating services” instead of just “click.”
Make Your Site Mobile-Friendly
Since 2015, more people have been searching for stuff online with mobile devices than from desktop PCs. In early 2017, Google fully shifted to a mobile-first policy with how they rank sites. What it means for SEO is a need to make your website as appealing to on-the-go browsers as much as possible. Accomplish this goal by:
• Leaving space for buttons meant to be clicked or tapped
• Creating a mobile version of your existing site
• Making navigation as easy as possible
• Optimizing images for smaller screen sizes
Attract High-Quality External Links
Links are even more important than keywords when it comes to SEO. Google considers the links that direct users back to a website (backlinks) as an indication that website content is relevant for searchers. Such links need to come from sources that are equally reliable. Good backlinks are ones that come from sites related to the content on your website. Bad backlinks come from unrelated websites and do nothing to drive traffic back to your site.
Know Your Target Audience
The heart of all SEO efforts is to absolutely know who your intended audience is at all times. Knowing who will be reading what’s on your website, in your newsletters, and within your blog and social posts increases the odds that you’ll produce content that’s likely to lead to conversions. Better know your target audience by:
• Customizing your Google Analytics reports showing stats specific to your online engagement goals
• Identifying who is making purchases and what products or services are generating the most interest
• Paying attention to who is reading and sharing your content on your social media pages
Find Keywords That Matter to Your Audience
While not the only thing that matters when it comes to SEO, keywords are still important. Instead of focusing on words that are popular, do your keyword research to determine what keywords are actually being used by your intended audience. If paid advertising is part of your digital marketing plan, the Google Keyword Tool is a reliable source of keyword info. Also with keywords for SEO:
• Focus on groups or related words (long-tail keywords) rather than single keywords
• Keep tabs on what keywords are being used by your competitors
• Track the performance of your keywords and make adjustments as necessary
Regardless of how you apply any of these SEO tips to the content, you distribute on your website, blog, or social media pages, remember to keep everything relevant to whoever is reading it. Remember that SEO isn’t a one-time thing. Just because you may be getting the intended results with your online engagement efforts, there will always be room for improvement and a need to keep producing fresh, meaningful content.”