Remember when your SEO strategy primarily consisted of things we now consider “the basics”? SEO continually changes as technology evolves and algorithms improve based off user experiences.
So where are we now? How has SEO changed and why is it important to me and my business? What all does SEO actually touch nowadays? I am going to break this down in a few different categories.
Here we go...
1. Content Strategy: Valuable Content that People Want to Read
When it comes to valuable content, we can break this up into a few different categories. Is your content authentic? Is it written in an authoritative voice? When a user reads the content; there needs to be a value.
Think about it- when you are using a search engine, what are you really trying to do? I would say that you are usually asking a question, and looking for an answer (however aggressively or passively you choose to do so).
Your website needs to be ready to take on these searches and offer valuable content to the user. Not only that, you want your content to be better than the other pages on the search results. You want users to select your website and find value that they couldn’t find elsewhere.
The last thing you want is users selecting your website, and bouncing back to the search results because they couldn’t find what they were looking for. The term for this is ‘rubber-banding’.
Whether this content is copy, images, videos, you name it; there needs to be immediate value, and you need your site optimized to answer questions when you’re not around.
2. Web Design: Amazing User Experience (UX)
When it comes to amazing user experience, it’s all about usability. Is the web design setup to succeed? Is your design layout functional and does it enable users to easily find what they are looking for? Is everything polished? Are the images high quality? Just like content, your website needs to be easily consumed. The important stuff needs to be obvious.
The more effort that is required by a user to find what they are looking for, the higher risk you take of losing that conversion. Does your website load quickly? Does it work on the web, and also for mobile? We can no longer ignore the mobile experience. It’s just as important to your design as users who use personal computers.
The more effort that is required by a user to find what they are looking for, the higher risk you take of losing that conversion.
3. Keyword Research: Know What You're Targeting
It’s so easy to want everything. With proper keyword research you are able to realize what users are actually searching for on a monthly basis. You can also see how that keyword trends with other keywords on a national and local level.
Your keyword structure needs to play well with your user experience. You need to make sure that your keywords are blended well with your site content, and that the content itself is centered around those particular keywords you’ve chosen to optimize for.
Don’t be spammy. If you wouldn't read it, don't assume your visitor will. If you’ve done good research, writing content should be easy.
4. Social Media: Be Ready to Share Your Content
If you are writing something (let’s just say a blog), make sure that the blog is ready to be shared on social media
. Make sure the content is relatable, make sure you can write for a targeted audience, and be confident that you’ll get a good return on your time spent writing it.
Make certain you have sharing options on your pages that you want to be shared. This could include a handful of social media platforms, and make sure your company is also on those platforms as well. What if you had a “Share on Facebook” button, and someone did and attempted to find your company on Facebook, and you weren’t there. Oh, the tragedy.
Look into advanced social media strategies such as Facebook Open Graph and Twitter Cards. We live in a world where going above and beyond is no longer ‘extra credit’. It’s a necessity.
5. Site Structure: The Google Haves that you need to Have too
I don’t know if you guys have ever heard of this company called Google, but they are taking over the world (ok, maybe just the the internet). A lot of people have been ignoring Google+ for too long. If you have a Google+ page (or Google Business) you can associate the author/publisher in the HTML Markup via a quick code rather easily. This passes along great value to you and your brand.
Also, make sure your meta descriptions are written well. Make sure they are engaging, and kept to the correct length. You get a limited amount of space to tell your story, so tell it as best as you can while using the keywords you’ve done research on.
The meta description is seriously important. It’s the first introduction you can get to potential conversions. It’s the first impression, so make sure it’s welcoming and entices people to click into your page.
6. Technical SEO: Make Sure You’re Setup to Succeed
This is how SEO has really become an all encompassing part of your internal marketing strategy. SEO is no longer just keywords and fluffy content. It’s much more technical, nowadays.
When was the last time you scheduled a ‘doctor’s appointment’ for your website? A quick check up to see if everything was working behind the scenes. Did you know there are many things that you cannot even see that can be a big impact on your SEO strategy
If you have broken links, you can be penalized.
If you are using JS/AJAX/iFrames, you can be penalized.
If you have a site that is loading slowly, you can be penalized.
If you have duplicate content, you can be penalized.
If you have a complicated page, requiring a ton of ‘figuring it out’, your page can be penalized.
If you have a host server that doesn’t allow crawler access, you are being penalized.
If you are blocking the robots.txt file, you are being penalized.
If you are going above and beyond your character lengths, you can be penalized.
Also, by penalized, I am referring to the chance (possibility) that Google could categorize or rank you lower than you should be in search results due to these technical errors.
7. In Conclusion
So, I know, that’s quite a bit of information to digest. It’s hard to think about all of this stuff while running your business or website. We get it, that’s why we want to be a part of your team. We want to help you and your organization succeed in the digital world. SEO is an extremely important strategy to have implemented on your website. It’s one of the most important ways to get your site found. Yeah, It’s extremely complicated, but we have some SEO experts who are more than willing to take on the challenge.
Let’s talk and see if we could be a good digital marketing resource for you and your team!