Search engine optimization (SEO) refers to making it easier for search engines like Google and Bing to find your website. It employs techniques to help search engines find information on your website (webcontent), and then rank it against other websites.
To make sure your website appears when people search for your product or services, you need to be able to comprehend how search engines work. Search engines assign rankings based on the relevancy of the page to the searched term. Your chances of being at the top are higher if your content is more relevant to customer needs than other websites.
These are the top tips to help you set up your website so that it ranks well.
1. Know your online customers
Similar to traditional marketing, optimizing search rankings begins with understanding your customers’ behaviour. Consider, for example, how search behavior changes over the course of a buyer’s buying cycle.
- Awareness: The customer becomes aware of the problem and starts searching for solutions with broad search terms. You could use the example of a leaking tap.
- Consideration The customer has identified their problem and is now looking for the best solutions. They will often start searching using keywords that include product features, location or product types. For example, “plumber in Townsville” is one example.
- Purchase: The customer is ready to purchase and knows where they will buy it. They will search for the service provider often. You might search for ‘ABC Plumbing’.
To understand your customers, learn more about market research.
2. Keywords should be used on your website
Keywords are words or phrases that customers use to search for something. Keywords can be used to refer to both ‘flowers online’ or ‘where can I buy flowers online’.
It is important to match keywords on your website with words customers use when searching for you. Your website should include popular phrases and keywords. These keywords can be used as page titles, content, or as the name of an image file.
Keywords that are relevant to your services, business or location should be used. A keyword or phrase can be anything that a customer might use in a search engine.
Tip Avoid using keywords too often. This could have a negative effect on your SEO efforts. You should ensure that your content reads naturally.
3. Keep your pages updated regularly
Weekly update your website with new content. You could add information about a new service or product you are selling, or a customer story. You should also update your web pages at least once every six months, and eliminate irrelevant content.
Search engines will visit your site more often if you regularly update your content. Search engines will discover new content faster if they visit your site more often. There may be ranking benefits.
4. Get links from other websites
Search engines consider links from other websites when ranking your web pages. Search engines consider links from other websites a vote for confidence in your content’s accuracy, relevance, and utility.
But not all links can be considered equal. Links from highly-respected websites are more valuable than links from less-respected sites. The more links your website gets from highly reputable websites, generally speaking, the higher your website ranks.
5. Include the meta description tag
The meta description tag, although not always visible in search engine results pages, tells search engines what your page is all about. This is a great way to inform customers about what your page contains. Search engines use the description to determine how important your page is, and how high they will rank it. Ranking your page higher will mean that it is more relevant.
Search engines have the power to change how they use your content, including your descriptions, in order to produce search results. You can check search engine websites regularly for information to determine if your content needs to be updated.