The Roadmap for a Results-Oriented SEO Plan
SEO is a complicated beast. Algorithms are constantly in flux, an individual’s search results are contingent on location, search history, search engine. There are so many factors that contribute to a new user stumbling onto your site via search engine referral. While there’s no precise science to skyrocketing your site to the first page listing for your preferred keywords, there is a lot of room for improvement on most small and medium business websites.
Here are a few tips (from simple to more complex) for optimizing your website content and improving your organic search results in Google, Bing, and more.
Builidng a Network
Don’t let your website be an island, make it part of a relevant network. You can do this by posting blog posts links, white papers, case studies, videos, and more to social media sites. Some users are circumventing top level search engines altogether and are instead going straight to Youtube, Linkedin, Instagram, Yelp, Facebook, Reddit, and Twitter to find products, services, and resources. These are social and “user approved” methods of indexing the vast information available on the internet.
Apart from allowing users to find you through these avenues, having multiple links referring people to your site boost organic results in search engines. By building your online network, you can develop much more targeted marketing efforts and leverage engagements to boost impressions. Find the customers who are trying to find you.
In-Page SEO and Optimized Content
Google is crawling the words in your page in addition to the structural HTML tags, titles, and alt codes. A good web developer is going to be considering this as they build your website. Header text is wrapped in <h1> tags and other levels of text are given the correct hierarchy. Images need relevant titles (appears on hover) and alternative text (shows if the image doesn’t load). These also improve site accessibility for users with disabilities.
You will also enhance your results with appropriately frequent use of your keywords in the body of pages, blogposts, etc. This solidifies the relevancy of the page for that subject matter. Search engines can detect duplicated content, so unique information is better than copying others.
As you can imagine, analytics tools offer valuable insight into your site’s performance. But you should be aiming for more than just a high visit count; you want engagements. 10 committed users browsing multiple pages of your site are much more valuable than 1,000 one-time bounces. These are legitimate leads. You can see how your content is performing and whether or not it’s reaching the right people by delving deep into your website’s traffic analytics.
Some website hosting solutions offer informative analytics built in, as our solution Web Architect does. But you can gain even more insight by setting up Google Webmaster Tools. Firstly, use Google Analytics to track user behavior like their flow through the website, referral sources, time spent per page, returning visitors. Next, you’ll want to pair this information with data you gather from Google Search Console. See a preview of what this tool can accomplish below:
With this information, you can target specific search phrases that you know could lead people to your website, and get beyond mere speculation about potential customers. Now you will get more than just volume from your SEO efforts, you will get results.