SEO is all about getting your site ranked higher by Google to get to number 1 position. But what does this mean and how do you do it? Ultimately, the purpose is to get more people to click to your site and buy more stuff – even for B2B companies, the benefit is larger than people tend to think. The methods to do this can be quite technical and it changes often, but there are some fundamentals that always remain.
Make a keyword list. Think carefully about how people would search for your products and services, make a list of these search terms and check the estimated traffic for each of them. Don’t limit yourself to the most obvious keywords – sometimes the unexpected versions get a lot of searches. Once you’ve done this, make a list of the most important search terms for you.
Good content always wins. High quality content always gets more interaction such as sharing, and engages users more. Even more importantly, this is one of the primary ranking items for Google. Make sure your content is written well and uses the keywords you’ve defined.
Use your keywords. Don’t try and trick Google – their engineers are smarter than all of us. Use the keywords and variations of them frequently in your content, but never at the expense of good writing. You should aim to use the relevant keyword 2-3 times per page and at least once in the first 50 words.
Optimize your titles. The title HTML tag dictates the page’s title and is intended to be a concise description of the page. Google considers this to be the second most important SEO item. Indications are that a 70 character title is optimal and should include your keywords only once.
Write great meta descriptions. Like the title tag, the description is a description of the page’s information. This one allows for up to 150 characters and should be well written and descriptive. Do not just plug in keywords!
Use ALT tags. This one is often forgotten but can be very important, especially in conjunction with surrounding links and text. ALT tags are alternative descriptions for links and images – they give Google an indication of what the image or link is about, and given the right context can improve your SEO score.
Use great URLs. Include your keywords in the site’s URLs as much as possible, but keep them short. Every URL should be legible by a human and also describe the page it is about.
No tricks. Do not, under any circumstances, attempt to trick Google by using unethical tactics, such as buying links. Even if you enjoy a temporary boost in rankings due to trickery, it’s likely to be short lived. The worst case scenario is for your site to be blacklisted and removed from rankings altogether – not worth the risk.
Build a mobile friendly site. Google has announced a mobile-friendly ranking algorithm that will have a significant impact on mobile search results. Seeing as about 50% of all searches done on Google are on mobile devices, the time is now to optimize for mobile and ensure your ranking doesn’t take a hit as a result. Check out our previous article if you aren’t sure.