Content to Answer the Search Query
Each search query made in a search engine is a question waiting to be answered. Good search engine optimization (SEO) answers that user’s question with relevant content, and a good user experience. To increase your rankings with Google, Yahoo! and Bing, you need to have the right content, site structure, directory listings, links and so much more.
We’ve serviced hundreds of SEO campaigns. We have a combination of tools and human design to help evaluate your website and its effectiveness in reaching the right people.
This is a longer-term strategy that is used to drive relevant website traffic and increase conversion opportunities.
On-Page SEO Tactics
On-page SEO covers items that you can impact by changing certain key elements of your website. These are structural items. In addition to the list below, there are dozens of other factors that we evaluate and implement as part of our ongoing SEO services.
Header tags (h1, h2, h3, H4, H5, H6)
Header tags acts as a mechanism to prioritize content, and to instruct and inform Google and other search engines as to which content is the most important. They are also a great design element to help create a uniform user experience across your website. There’s an art to understanding the balance of prioritized content.
Title tags are the highest priority content on your website and on your page. This should be a concise description of the value you provide, or the services and products that you bring to the marketplace.
Blogs are a fantastic way for you to provide fresh content. Ideally these are between 400 to 800 words. They allow you to communicate your unique brand voice. Blogs are great for providing educational, informational or entertaining content.
Meta descriptions show up on the search engine results page (SERP), and provide a more detailed description to the searcher about the page information and other content on your page. As a best practice it is recommended that your focus keyword is contained in this description. It is also sometimes helpful to provide a location within this text. Meta descriptions that are too short will give the user the impression that you do not have the expertise they need. Meta descriptions that are too long will be appended by Google and other search engines to ensure that there is a fairness, and to allow for a better user experience for the searcher.
Your page content puts all of the above together. Within your page there are a few key areas to consider. Is your information organized so that it is easy for the website visitor to access and understand? Are you balancing visual elements and text elements? Do your images have alt-text, or internal navigational links? What about hyperlinks, is it better for the link on the page to open a new tab on the browser or to stay within the existing tab? These are just some of the technical and design elements to consider for your website content. They fit alongside well-written content that provides the user with the answer to their question.
Off-Page SEO Tactics
Your reputation and your ranking is in part determined by your presence in other places and your connection to other things. The more authority your carry, the more relevant Google and Bing will determine you to be.
Directories are external sources that list your website for reference. Some common examples are Yelp, Dex and Google My Business, but there are dozens of directories that provide external credibility for your website. Having you listings consistent across these directories will determine how search engines “trust,” the information they find. For example, if your address contains NW and it is listed in some directories as “Northwest,” and others as “NW,” you may be giving Google a problem to solve, and you may not be getting full credit for your directory listings.
Show me your five closest friends and I’ll show you your character. This saying is just as true with your search engine optimization. Hyperlinks act as a referral off of your website to another web source. However, this is a two-way street. For off-page SEO, hyperlinks represent a mechanism to make the visibility of your website larger, through association with that website. This strategy carried a much larger weight in the early history of SEO, and while it is still important today, it is much less so. Still, it is important to consider which partners you specifically wish to seek out to promote your website.
Social Media Content
Some of the largest platforms for external content are social media websites. And Google and other search engines actively index this content to ensure that the user has the full picture of you organization. This is why it is important to have a content strategy that includes social sharing, and a social media posting strategy that fits the voice of your brand.
Search Engine Optimization doesn’t have to be difficult, but it does have to be ongoing, consistent and authentic.