It is essential for any website to be optimized for search engines to make them more visible and accessible to potential customers. Through effective SEO, you can ensure that your website is positions adequately to be found at the most critical junctures of the buying process or when potential customers are actively searching for your website. Here are a couple of important things to keep in mind when doing SEO.
Look at your website like a delicious cake with many layers
The icing on your cake may be your paid search, links and social media, but the sugar that holds it all together is your content, your content management system, information architecture and infrastructure. Without these key ingredients, your cake would lack flavour and be boring and staid.
Understand what search engines are looking for
The main aim of a search engine is to direct users to results that are most relevant and pertinent to what they are searching for. When you understand how this relevancy is determined, it will give you a clearer picture as to what your SEO efforts should comprise. There are many factors that determine how search engines sift through websites to throw up results. The theme of the website, titles, descriptions and text on the page determine the content, performance is gauged by how effectively your site works and how fast it loads, authority is measured by gauging whether or not your site is referenced by other authoritative sites or your content is engaging enough to be socially bookmarked, and user experience is determined by how your site looks, whether or not it is easy to navigate and its bounce rate.
Understand what search engines avoid like the plague
Search engine penalise websites that resort to unethical means of SEO. So if you’re thinking tricking a search engine into promoting your website, think again. Search engines are constantly on the lookout for tactics like the overuse of keywords and purchasing links. Another factor that could significantly hamper your SEO efforts is sub-par user experience. If you have too many ads that make it difficult for the user to navigate or reach the content they are trying to, your bounce rate will inadvertently increase. Getting to know your bounce rates will give you insights on other bits of information regarding your website. For instance, if your bounce rate is 80% or higher, and you have content on your website, you will know that something isn’t right somewhere.
Identify your business model
This may seem like a pretty obvious step, but many people just take it for granted that they know what their business’ goals and aspirations are. It really helps all your marketing efforts and the brief you share with marketers, if you list down the following:
• What according to you would a conversion be?
• It is merely eyeballs or impressions that you are interested in or what people click on?
• Have you assessed your goals?
• Are you aware of your assets and liabilities?