Developing a comprehensive SEO strategy for your website entails a multi-prong approach that must incorporate both style and substance. If you’d like to bolster your website’s rankings for a specific keyword or phrase, you can start by tweaking five major areas of SEO importance.
Rather than “stuff” the written text on your website with the keywords, focus on providing the best content in your industry. Include keywords and key phrases throughout your content only in ways that read as naturally occurring, and try not to overdo it for any phrase or word. Grammar counts, too: ensure that your content is free of grammatical and spelling errors and uses correct punctuation throughout.
Images and Graphics
Text-based browsers use the ALT attribute to identify what’s on the image, and the TITLE attribute makes the content appear when you hover your mouse over the image. Search engine crawlers can discover that content, along with the file name of each image. All of it can contribute to your SEO strategy.
Before embedding an image on your website, change its file name to include a relevant key phrase. For example, if the image file is “DSC0081.jpg,” you can change it to “dr-mary-smith-dallas-orthodontist.jpg” instead, if it is, in fact, a photo of Dr. Mary Smith, Dallas orthodontist. Include ALT and TITLE attributes for every image on your page. Make each one a meaningful description. This has the added benefit of making your content more accessible to users with disabilities, which may boost your site’s rankings in addition to being an accessibility best practice.
Titles and Tags
Section titles tell the crawler and your readers where the main sections of your pages begin and end. Consider breaking up long blocks of text into sections, and using header tags to differentiate between them. Include keywords and phrases in these header tags where they would naturally occur. Search engine crawlers give more weight to content within header tags and section titles.
You can also include keywords and phrases relevant to your content in the title tag of your page document. This tag displays the page title in browser tabs and is the title that Google uses to link to your page in its search results, so ensure that it’s both descriptive and includes your desired keywords. Finally, meta title and description tags are also ways to control how your site’s listing appears in the search engines while including more keyword-rich content for crawlers.
How quickly your page loads, both on mobile and desktop/laptop experiences, is a key factor for how Google ranks your pages. Your site’s page load speed can depend on many factors ranging from how well you’ve compressed your images to the speed and quality of your web hosting. The faster your site loads, the higher it may rank. Use Google’s free PageSpeed Insights Tool to gauge the state of your site’s current page speed and receive specific feedback about how to improve.
Links and URLs
Search engine crawlers use links on your homepage to index the rest of your content. Include links on your homepage to other areas of your website, using keyword-rich hyperlinked text, if possible. Using relevant keywords in your pages’ URLs may also improve their rankings. For example, instead of giving your About page the URL of “yourdomain.com/about,” you can make it “yourdomain.com/about-dallas-orthodontist.”
Used together, these strategies can improve your page rank very quickly. By implementing these small improvements in your site’s design, page architecture and code, you can provide your site’s search engine rankings with big boosts.