Search Engine Optimization, or SEO, can be considered an art. No one can master it, and it’s a skill that you should continuously learn as it evolves. Web Marketing 123 defines SEO as the technique used by digital marketers to make it easy for search engines like Google to find them and their content. SEO is all about making the internet a better place by helping people find exactly what they’re looking for. Since we’re living in the digital era, your digital marketing strategies should support your SEO efforts.
SEO Strategies for Digital Marketing
Here are is a review of some of the best SEO strategies to help you with digital marketing:
Nothing is as important as your keyword. Your keyword is the search term you want to be ranking for. If you’re an online retail company that sells bunk beds, your website should be visible when a user does a web search for “bunk beds.”
Now, keyword research isn’t as easy as determining what word or words to use. As the name suggests, you need to do some research. Here’s how you do it:
- Find search volume – If a lot of users are searching for a keyword, it’s safe to say that there is a market for it. Conversely, if you don’t find much volume for a specific keyword, it’s a clear sign that you need to rethink your target audience or niche.
- Look for relevance – A keyword with high search volume does not automatically make it relevant for your website. For example, a company selling bunk beds for college students can’t use the keyword “bedroom furniture” because even if it’s related and has volume, your content might not be relevant for your target audience. You could use keywords like “beds for college students,” as it helps your content reach a relevant audience who is willing to click on your website.
- Competition – It’s only natural for you to see what your competitors are doing and what keywords are they ranking for. You can even target the same keywords they’re using.
There are a handful of online tools and software that can help you do your keyword research. A good example would be Google Analytics. It’s a free service, and it’s one of the most straightforward solutions out there.
SEO doesn’t just look for keywords on a page. It also takes into account the organization of a website. User experience is a technique wherein you put the customer in the center of your web design and usability strategy. It’s all about making sure that the user gets the best experience when browsing your website. A website that looks unpolished and disorganized can make users leave—which will result in high bounce rates and low page views.
If you already have an existing website, try and revisit your design and check for the following:
- Page loading speed – Nobody wants to visit a site that takes ages to load. A user’s attention span is short, and if you don’t catch it in the first two seconds upon landing on your page, they will exit your page.
- Page layout – The page layout becomes essential when a search engine crawls your web pages. An organized web page will mean that crawlers can quickly identify the important parts of your content and therefore ensure that it gets appropriately indexed. An organized page layout is also more comfortable on the eyes when a user scans your page.
- Optimization – Is your website optimized to adapt to different screen sizes? It pays to make your website mobile-friendly as more people are now using mobile devices to search for information.
- Call to action – You have to make sure that your interested website visitors can easily find more information about what you are talking about. A user should easily see this call to action button.
When search engines see that your website offers all of these features, they will reward you and rank your site better in search results pages.
Link building is a strategy used by content marketers to boost each other’s rating. Think of it as a referral from one friend to another. Search engines like Google take link building into high-consideration because it’s one of the cleanest ways to increase your ranking—it lets Google know that your content is relevant to others.
There are many ways you can build links; below are the following top ideas on how you can do it:
- Internal links – Create links that direct users to existing content. It’s a great way to decrease your bounce rate and it brings older content to life again.
- Ask for backlinks – If you have family or friends that have a blog, you can ask them to link back one of your posts. Just make sure that their blog is relevant to your niche so you can benefit from it.
- Go offline – Sometimes you have to go offline and get real-life connections to gain backlinks. Go to events and join groups to help you connect with other content creators within your niche.
- Guest posting – Some websites accept submissions from other writers and in return, you get to link back to your site. Scout for sites within your target audience and ask them if you can submit a guest post.
On-page SEO means that you’re organizing a web page to rank higher in search engines. It can also refer to the web page HTML code and actual content. On-page SEO is the most basic way to ensure your content gets found in the vast internet world. Here is a checklist on how you can optimize your individual web-pages:
- Keyword density should be around 3%-5%. Never stuff keywords into one piece of content because search engines will penalize you for that.
- Make sure your keyword is in the title. Best if you have it at the beginning of the title.
- Create a meta-description. Some may argue that it no longer impacts SEO, but, it’s still considered an excellent way for your readers to see a snippet of your content and should increase click-through rate.
- Label your images appropriately. Your images should have an alt-text description so search engines can also index that image and show up in image results pages.
- Use heading tags appropriately. This lets search engines know which body of text to prioritize and tells them what the content is all about.
- Finally, create killer content that supports your title. Your title is your promise to readers; always make sure that your title supports your content. Otherwise, you’ll have an increased bounce rate, and search engines may penalize you for making click-baity content.
When it comes to optimizing for search engines, always make sure to prioritize the essential aspect of it all—the users. Search engines make a considerable effort to crawl pages, index them, and make sure that they are providing relevant answers to the user. It is your job to make it easier for them to find you and your content. Proper SEO strategies can help you create an ecosystem where everybody wins, and everyone gets the right information.