If you have a website, there’s a chance someone at some time has recommended optimizing your site through the application of search engine optimization (SEO). Simply put, SEO helps a search engine such as Yahoo, Google or Bing to find a website and return it in a search query to the user. The more often this recognition occurs, the more frequently search engines will recognize your website as a trusted source for that particular topic of information. This also helps move a website up in the rankings.
The SEO Evolution
As a website owner you know how important it is to keep up with competitors and changes in the industry. Likewise, a plan for SEO must also evolve with the changing algorithms of the search engines and the newest SEO tips and tricks.
Keywords – These words and phrases (broad and long-tail) help users and search engines understand the purpose of the website. The keywords are created around a word or a topic that relates to the purpose of the page. When choosing keywords, consider the words a user would type into a search box when looking on the internet. People often type a search in the form of a question (how, what, when, where or why) and make other guesses on the quickest way to find the best information.
Content – Keywords provide guidance on what the site content should be about. Good information in an easy-to-read format is what users are looking for when they enter a search into a website. This information can be provided in the form of pages on the website, blog posts, white papers, location pages and social media posts. It’s important that all information supports the relevant keywords and addresses users in a similar tone.
Ease of Use – How do you appeal to your audience and show them you care? Make it easy for them to find what they are looking for. A website that’s optimized for SEO and mobile moves more quickly and gets people to the information that they want in the swiftest possible manner. Anything that could slow down the user experience is frustrating and could mean that the first visit is also the last.
Getting Social – A dedicated social media presence requires more than making an occasional post on Facebook or LinkedIn or tweeting on Twitter. Social media is a powerful SEO addition but one that should only be taken on with the understanding that it’s an ongoing conversation. Social media users look for the give-and-take with a brand and this often means posting and sharing far beyond 8 a.m. to 5 p.m.
Messaging – By knowing who you’re talking to and how they like to be communicated with, it becomes easier to develop consistent messaging. Users look to understand not only what a brand sells but also its stance on the community where it’s located, its staff and environmental concerns. Consistent messaging helps customers and users build a relationship on trust and transparency.
Need help incorporating these elements into a search engine optimization plan? Talk to the search engine marketing specialists at Rank Fuse Interactive about creating an optimized marketing plan that includes Paid Search Advertising (PPC), Content Marketing, and Search Engine Friendly Web Design.