SEO Helps Audiences Discover Your Website Content
Search engine optimization (SEO) is a series of digital actions you can take so that prospective clients and relevant audiences are more likely to find your content when they do an online search. SEO is one part “science” and another part “art.” The skill set required to succeed SEO requires a marketer’s mindset, web design and development expertise, and a networker mentality.
How do you know SEO is working properly? Prospective clients and customers reach out to you because they found you in an online search. It’s that simple.
Why Aren’t My Web Pages Ranking High?
It’s important to know that the practice of SEO focuses on improving individual web pages – not an entire website. Of course, if one of your web pages ranks high in search engine results pages (SERP), related pages on the same website have a better chance of also ranking high.
Here are a few questions to ask yourself to see if you are doing all you can do to enable your target audiences to find you:
- Are you using terminology on your website that your audiences and clients use when they search for information? These are called “keywords” or “keyphrases.”
- Is your website responsive? In other words, does your website automatically reformat itself when it appears on desktops, laptops, tablets, and smartphones?
- Is your site on a secure HTTPS connection? (not HTTP)
- Have you created metadata for every page of your website? Metadata is the content that appears in online search results and when people share your content on social media.
- Are you creating relevant content for your audiences on a regular basis?
There are many aspects to SEO, and the above considerations are just some of the topics involved. While SEO can seem overwhelming, it is rewarding, too. Oftentimes it takes just a few initial tweaks along the road to “SEO best practices” to see progress in how your content appears in online searches.
SEO Solutions and Best Practices
SEO is like your personal health – there are many ways to maintain and improve your health. And, pretty much no one is perfect at this. The trick is to implement SEO best practices in an orderly fashion and do as much as you can. Remember, in many ways SEO is a competitive issue. If you are doing better than your competitors at this, then you can win.
If you feel your website is underperforming, we can either roll up our sleeves to help you with the following improvements, or serve as a consultant to help your existing team get started on these. If you have an existing team, we train and advise on SEO best practices so that your investment in your existing workforce pays off.
- Ditch the PDFs. Yes, PDFs are generally searchable on the web. However, they don’t provide nearly the SEO value that a normal HTML page does. Convert your PDF content into regular web pages that are structured and linked to other web pages.
- Structure Matters. Or, put another way: Write for the Web. On each web page, have you structured your content so that Google’s search bot will easily find the keywords and keyphrases it needs to rank you higher? Generally speaking, putting keywords at the top of your page, in subheadings, and in lists helps Google identify and prioritize your information.
- Can Google see your images? The truth is that Google doesn’t know whether your image is of a kitten or a heat exchanger. You have to tell Google what the image is. You do that by tagging each image with metadata. Imagine if you had 1,000 images on your site (including of important personnel) and Google had no idea what they were.
- Get your team working together. Web developers may understanding coding, but not marketing. Marketers and writers may understand the markets, but not websites. We help your team members identify these missing gaps and plug them quickly. You’d be amazed the results you can get with the same team!
- Cluster your content. Your website’s content should ideally be organized around a hub or “cluster” of strategic topics – be they services, issues, or products. Content linked in this fashion performs better in search results.
- Make your landing pages truly valuable. Technically, every web page is a “landing page” because someone lands on it. But a real landing page gives visitors what they want and encourages them to take action, such as contacting you. We help strengthen weak landing pages with Calls To Actions, restructured language, links to relevant content, and improved user experience. One mark of a successful landing page is that it is popular.
There are so many more actions you can take to improve your SEO – every organization and website faces different challenges, such as linking the best content creators and influencers with prioritized content marketing, helping marketing and creative teams build the best metadata possible, building high-quality external links to your website, and making sure your website is connected to Google.
We help with all of this. The improvement begins with a single step!