Basic Search Engine Optimization
Basic search engine optimization (SEO) is fundamental and essential to position your website properly. You want your website to be found when people need your site and when they are ready to buy.
So, the question becomes – what are search engines looking for? How do you build your website in a way that will please most importantly your visitors and potential customers, but also Google, Bing, and other search engines? Then, how can SEO help your website and all of your web presence become more profitable?
The goal of SEO isn’t to cheat or “game” the search engines.
The main purpose of SEO is to:
- To give your users a great experience – one that is logical and helpful.
- To communicate to the search engines what your website is about in such a way as to help them recommend your website for relevant searches.
1. Know Your Purpose
Many businesses just build a website for looks. I hear “I just want a simple website that looks like ABC…” often, but after discussing what they need and desire for their website to accomplish – a ‘simple’ brochure type website is not what they need.
Know your goals.
Know what you are going after – just information giving or do you need clicks?
Know what conversion looks like for you
Know how you need to track
2. Know What Search Engines Are Looking For
The guys at Google-land are not out to make it difficult for businesses! They are out to make it GREAT for users. So you need to keep that as your focus too. Make the search engine’s job easy by making your website and content relevant to what the user (your potential client or customer) is looking for.
So how do they determine relevancy?
Content – What do the titles, descriptions and text on the page tell a potential customer – that you are the ‘best in the business’ and have ‘great customer service’? Make sure you tell WHAT business and WHAT service because no one searches for those terms.
User Experience – How does your website site look? Can they tell right away that they have reached what they wanted to find? Is your vital information (name, address and phone number) right up front? Is it easy to navigate around? Does it look safe?
Web Authority – Do other sites on the web link to yours? Is your content such that they would find it valuable?
3. Know What Search Engines Are NOT Looking For
People have been trying to game the system and find short-cuts to get to the top for years. And the people who work for Google are the best in the business – they KNOW how to spot it. So, don’t go in with that mindset! Make your site relevant to your user and know the basics and you can’t go wrong (Yes, there IS MORE to getting to the top – contact us to have professional help getting there. BUT, you won’t be penalized if you use best industry practices and avoid the shady.
What would be the shady?
Keyword Stuffing – The big G is smart. You don’t have to use your keyword over and over and over again to have them understand what you are about. But DO use it. Tell about your services using the terms that people would search for – just don’t over do it.
Slow Site – If your site is heavy with ads, videos and images and is slow to load, your visitor is likely to bounce off of it and this will affect your ranking. You want to optimize your images and videos so they are not too burdensome.
Link Buying – Once upon a time you could just send links to your site and it would raise to the top of the rankings. No more! Now, shady links will actually hurt and can get you de-indexed completely (where they won’t show your site at all in the results!). Links are necessary – but be careful where you get them from.
You want to keep the basics of SEO at the forefront of your mind when designing a website or considering how it is doing the job you need it to. The goal is to be found by your customers – and that is the same goal for the search engines!