The 9 Most Unanswered Questions about SEO

Basics of Improving Your Website’s SEO

Search engine optimization is basic to every website. In a nutshell, it is SEO that lets people find you online when they search for a product or service that you offer.

The question is, with hundreds of thousands of websites possibly having similar content as yours how do you stand out in the eyes of the search engines? The answers can be many and complicated, but these tips can help you find them:

Picture your website as a cake.

If you website were a cake, your links, social media connections and paid searches would be the icing. All the rest – your content, content management system, information architecture and infrastructure – forms the foundation. At the end of the day, they must combine together to create a cake that is both attractive and delectable.

Know what search engines are looking for.

The main job of search engines is to bring users to websites that have the information they’re looking for. The following factors are used to determine site relevancy:

Content – as per the text and titles, tags and descriptions provided

Performance – speed and efficiency

Authority – when the quality of content is high enough that people, especially authority websites, often use the site as a reference

User Experience – covers ease of navigation, user safety, visual appeal and bounce rate

Be aware of what search engines DO NOT want.

Search engine spiders are limited to a certain volume of data storage, so if you try tricking them, you’ll only hurt your SEO in the long run. Search engines are specifically averse to sites with a low bounce rate (because it indicates poor user experience), purchased links and keyword stuffing or overuse.

Know and understand your business model.

First and foremost, what is a conversion for you? Do you sell products and services or impressions? What are your goals? How well do you understand your assets and liabilities? Keywords should not only be used on-site and off-site (social media profiles, email or print, tv or radio ads). The secret is consistency, allowing you to train people to use the particular words or phrases that you are targeting in your SEO campaigns.

Be consistent with your domain names. Domain naming is important to your site’s foundation, so as a best practice, use subdirectory root domains (thissite.com/nice) rather than sub domains (thissite.nice.com). Other best practices are using old domains, provided they don’t have a suspicious history; using keywords in URLs; and using consistent domains to keep search engines from getting confused.

Consider different types of results.

Finally, make sure your site can be used in most types of standard devices (mobile phones, tablets, etc.) now that Google has made mobile responsiveness a priority when indexing sites. After all, everyone is on mobile these days.

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