Search engine optimization, or SEO, is the process of optimizing your website to increase its ranking in the search results. If you employ a solid SEO strategy, your site will move up in the organic search results, meaning you will receive free traffic to your website. In the past, SEO focused on search engines and algorithms. Now, it also takes internet users into account, ensuring that people receive high-quality content that matches their intent when searching.
While there are lots of working parts, there are two main categories you should consider when developing an SEO strategy. You need to have an onsite and offsite strategy to get the best results.
Onsite SEO — What You Need to Know
Onsite SEO includes ranking factors, such as load speed, internal and external links, URL structure, metadata, and mobile-friendliness. Search engines examine each factor when determining your website’s rank. Even forgetting a single factor can move your site down in the search results, where it is unlikely to get much traffic.
Onsite SEO also includes content and keywords, and this is where so many site owners mess up. In the past, SEO focused almost solely on keywords. Site owners would stuff website copy with keywords to boost their websites to the top of the search results. These sites tended to provide poor user experience, and now, your site will take a hit if you employ this tactic.
Instead, you need to think of keywords as content topics. Choose intent-based keywords and develop high-quality content around those words. The content should be unique and user-friendly, and it should line up with the keywords you used. Also, a solid SEO strategy includes in-depth, authoritative content that is updated regularly. If you can do this, you will provide a positive user experience and the search engines will take notice.
Offsite SEO — Build Authority Online
Many site owners stop after finalizing their onsite SEO strategies, but that’s just half of what needs to be done. You also need to employ an offsite SEO strategy to get the results you want. Link building is the most common offsite SEO strategy, and it’s very important. You need high-quality backlinks to build authority for your website. This will help you move up in the organic search results.
Remember that not all links are created equal. Search engines consider the popularity and authority of the linking site, the relevance of the link, and the age of it. Search engines also analyze the anchor text when determining how much of a boost to give your site.
Natural links are the best ones to get. You can get these links by providing top-quality content that other websites link to without any prompting. You can also build links by having customers or influencers link to your site and by adding your website to high-quality directories. It’s smart to incorporate a link-building strategy that helps you continue to increase your backlinks over time.
Along with link building, your off-page SEO campaign should consist of getting brand mentions and social media marketing. You can also use influencer marketing as part of your SEO strategy.
SEO Is an Ongoing Process
Once you incorporate your SEO strategy, you might think you can move onto other tasks. However, SEO is an ongoing process. Whether you are trying to attract readers around the globe or reach people in your local market, you need to work on your SEO campaigns weekly. Your strategy can always be finetuned to get better results, so never stop working at it. If you put the time and effort into it, it can pay off in dividends.
You need to have an onsite and offsite strategy to get the best results when working with SEO. It’s a neverending process that has to be maintained and upkeeped. Transformation Marketing encourages every company to utilize search optimization to better attract and retain customers and visitors to your webpage.