Marketing is a broad field with many moving parts, but at the core of most business’s online presence is a well-optimized website. Most of getting to that point revolves around search engine optimization (SEO), which is, essentially, the process of improving your site’s visibility within search engines. While SEO basics and best practices are evolving all the time (especially following Google’s recent Helpful Content Update [HCU]), there are a few core elements that remain stable which you should be paying attention to. In this article, you’ll learn about the main ones!
Keyword Rankings
When it comes to SEO, keywords are everything. A keyword is a word that a user types into a search engine to find what they’re looking for, and as someone who runs a website, your goal is to make sure that you’re as high up on the search engine results pages (SERPs) as possible. The higher your SERPs ranking, the more people are connecting with your site for the products, services, and information that they need, and you can track keyword rankings easily by using dedicated online tools. As well as providing other features, these services allow you to see exactly where you place out of all available indexed websites on the internet competing for the same attention. You can routinely monitor your ranking over time to see if it’s responding to changes you make on your site – it provides direct feedback as to whether or not the SEO strategies you’ve implemented are working.
Technical SEO
Technical SEO refers to the stuff you don’t see – the elements of your website operating on the back end which can impact elements like site speed and security. For example, one important element that relates to technical SEO is that most users will be accessing your website via a mobile device. Sometimes, a site may seem oddly slow on mobile platforms versus accessing the same pages on a desktop, and this usually relates to poorly optimized technical SEO that you wouldn’t ordinarily have seen. When you factor in that Google prioritizes sites that are the most mobile-friendly, this is one key area you should be paying attention to. It’s hard to get to the bottom of things without a helping hand, though, and that’s where tools that directly analyze your site for technical integrity and then fix glaring bugs are crucial.
On-Page Optimization
While a lot of SEO involves improving your site’s visibility before people click on it, there’s a lot of important stuff to be aware of ‘on-page’. This mostly pertains to optimizing your titles, headings, meta descriptions, and images from a keyword perspective, as these factor into how Google will rank your site. For example, the title you use for an article should always contain the primary keywords people are searching for, while meta descriptions (which are the description boxes you see beneath a search result) should also be finely tuned with core information. Then, there are elements like internal and external linking, both of which play a major role in how much Google ‘likes’ your pages.
SEO Basics Wrap Up
SEO basics and best practices as a subject goes deep, and there’s a lot more you can (and should) delve into that goes beyond the scope of this article; the above points give you a springboard to do some more research, so get learning and climb those ranks! –
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