How to Improve SEO

How to Improve SEO

How to Improve SEO

The question asked often is: “How can I optimize my website?”. Taking into account the many benefits SEO can bring to a business, it’s pretty normal to ask this question. Although the answer can sometimes be complicated, there are some concrete steps you can take today to optimize your site and improve the rankings.

Search Engine Optimization is a set of rules for making your website SEO friendly. These rules can either play a major role when you accidentally block access to search engine bots resulting in they not being able to read and index your pages, or a less important role when your sitemap file includes more URLs than it needs.

Either big or small, all the rules contribute to optimization. In the SEO context, ‘optimization’ means two things:

  1. Making your website better for greater visibility.
  2. Making your website better than others to rank higher.

Let’s take an example:

Now, just assume that there are two similar websites competing for a first ranking position on Google, for a specific keyword. One of the websites’ has SSL and the other does not.

Does this mean that if you make your website’s SSL today it will magically rank higher in the SERPs tomorrow? No, and this is because there are at least 200 or more factors that Google takes into account when ranking websites and SSL is just one of them.

Follow these steps to improve your website’s SEO:

Step 1: Give search engines what they need

Step 2: Make it easy for Search Engines to access your content

Step 3: Stay in sync with the latest SEO developments

Step 4: Improve the User Experience

Step 5: Demonstrate your expertise

Step 6: Don’t forget the basic SEO principles

Step 7: Don’t violate any rules

Step 1: Give search engines what they need

What do the search engines need? Content that will make their users happy, it’s as simple as that.

Make an honest review of your website’s content and if it’s not something that you would like to see when researching on Google, then why should Google show your page instead of some other page?

I know that this is judgmental, so here are some other ways to evaluate the quality of your content.

Is it unique and original? 

You can rarely find a topic that someone else has not already written an article about it.  But that does not mean that you cannot create content that is unique and original, even if it is based on something that is already published on the web.

Take for example the article you are reading now. If you search Google for How to improve your SEO you will find hundreds of articles, yet this one is unique and original to the website.

Is it long enough? 

Study after study confirms that content length matters when it comes to SEO and social sharing. A recent one by HubSpot shows again that content between 2250 – 2500 words perform better in search engines and content over 2500 words performs better in social media.

Is it evergreen? 

If you want to improve your SEO, then evergreen content is a great way for it. By publishing evergreen content you are more likely to earn more organic traffic both in the short and in the long term.

Is it fresh? 

Have you ever imagined how many web pages are already available on the Internet and the rate at which the amount of information is growing?

Search engines care about old content but their primary concern is to give their users up-to-date content and this is the reason why your website needs to be updated frequently with new content.

Step 2: Make it easy for Search Engines to access your content

After you ensure that you can give search engines the right type of content, the next step is to make it easy to access your content.

Register with Google Search Console – Google has a tool for webmasters. Register your website and find out what Google knows about your website, how many pages you have in their index, how many links are pointing to your website (that Google knows about), the keywords that triggered your website to show in Google SEPRs and much more useful information.

Check your robots.txt – Blocking content or resources (CSS files, JavaScript) from search engines is not a good practice. Use the ‘Fetch as Google’ option from the Search Console and the robots.txt checker to make sure that all content is accessed by search engines.

Submit your sitemap and RSS feed – To help search engines discover all the pages from your website that otherwise, they could not find, you can create and submit an XML sitemap. Both Google and Bing (and other search engines) use XML sitemaps as a guide when indexing a web site.

In addition to the sitemap, in the case of Google, you can optionally submit an RSS feed that includes only your latest changes. This helps Google prioritize the content, especially when you have a website with hundreds of pages in its index.

Include internal links in your content – Internal links boosts your SEO as they serve three important purposes:

  1. They ‘force’ search engine crawlers to visit more pages from your website.
  2. It can be used to ‘pinpoint’ the important pages of your website to search engines.
  3. It can help users find more information about a topic they are interested in.

Step 3: Stay in touch with the latest developments in SEO

SEO is changing all the time. Search engine engineers in the various companies (Google, Microsoft, Yahoo) are working hard to make their search results more accurate, useful and faster.

To this end, they introduce new rules that may have a direct or indirect impact on your website’s ranking. So, it is necessary to follow the latest developments in SEO and take action when necessary.

Mobile Friendliness: A good example is the Google mobile-friendly update (introduced by Google in 2015). This is related to how Google ranks websites on mobile. Once the update was released, any website that was not mobile friendly did not rank so well on mobile, even if it had good rankings on desktop.

Schema Markup: Another area that is gradually gaining ground in SEO is the use of structured data. With structured data markup, you can describe the meaning of your data to search engines.

Schemas make your website easier to understand by search engines and in some cases, this gives you an additional advantage like a rich snippet in the SERPs, better rankings for local searches and more attractive views of your Adwords ads.

Secure websites (SSL): Making your website secure i.e. https, has a small SEO benefit. As explained above, this means that a secure website will rank higher from a non-secure website, other things being equal.

Security of information is something that will gain more importance on the Web in the coming years so the sooner you can migrate your website to SSL the better. It involves making technical changes and applying SSL to your server but it’s a once off task that is worth doing now or at least planning to do in the coming months.

Local SEO optimization: Local SEO is a term used to describe the process of optimizing a website to appear higher in the SERPs when people are searching for information (stores, products, services, etc) in a specific area.

The classic example is the ‘near me’ searches performed from mobile i.e. ‘Mexican restaurants near me’.

Step 4: Improve the User Experience

SEO is not just about search engines but it’s also about users. In fact, if you manage to keep your users happy, search engines will be happy too.

This means that you need to care about your users and the experience they get while on your website. Improving the user experience is as same as to improving your website’s SEO.

Improving your website loading speed is important: The time taken by your website to load matters a lot. Google uses speed in their ranking algorithm and several studies show the impact of page speed on sales and time users spend on a website.

Faster websites are getting more transactions and more page views than the slower one.

Lower your website’s bounce rate: Bounce rate is a metric that shows the percentage of visitors who left your website without visiting a second page. The lower the bounce rate of a website, the better.

Your goal is to reduce your bounce rate as much as possible and this is usually achieved through the quality of the content you provide and the design of your website.

Step 5: Demonstrate your expertise

‘Trust’ plays a very important role in SEO. You need ‘Google trust’ so that your website gets a higher ranking in Google results and you also need ‘user trust’ so you can fulfill your business goals.

Gaining trust is one of the major objectives of inbound marketing and the best way is by demonstrating your expertise. You can do this by:

Guest posting on other websites: Guest posting has been associated with link building but the true benefits from publishing your content on other websites are more than that, provided that you do it correctly.

When looking for guest posting opportunities you should:

  • Search for websites that are superior to yours in terms of trust and traffic.
  • These websites have strict guest posting policies and they only accept content from experts in the field so getting published is a good way to demonstrate your expertise on a subject and be recognized as an expert.

Users that read your posts will more likely visit your website and some of them will register to your newsletter, buy your products or become regular visitors.

Social media proof: Another way to convince users that you are someone (or a company) they can ‘trust’ is gaining ‘social media proof’. Although this does not have a direct impact on SEO, having a decent amount of followers in the various social networks is a positive signal which plays a role when evaluating the credibility of a website or blog.

Who would you trust as being an expert about a topic, someone that has a few followers on twitter or someone that has an active following with thousands of real and hard-earned followers?

Step 6: Don’t forget the basic SEO principles

While we talk about factors that can indirectly boost your SEO, don’t forget the basics.

Things like your page titles and descriptions, URL structure, alt text for images, H1 headings for the page titles, canonical URLs and a bunch of other rules, still plays the most important role when optimizing your website for the search engines.

Step 7: Don’t violate any rules

Last but not least, if you want to improve your SEO you need to play by the rules. Forget about shortcuts or magical ways that can get you top rankings in Google overnight.

Buying links, participating in link exchange schemes or any other ‘SEO tricks’ that you will find on the Internet will get you in trouble sooner or later.

SEO takes time to work and anything that is hard earned now (like a link from an authority website) will give you many more benefits and traffic in the future.

Hope you enjoyed reading the article and understood everything. Keep reading and All the best!

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