Search Engine Optimization (SEO) is a series of techniques for getting websites to rank higher on Google search results. If you’re like 98% of Google users, you choose one of the first few options on the first page, whether you’re searching for “Mexican restaurant” or “transmission repair.” Being one of the top search results makes a huge difference for businesses, but the sites on the second or third page of results get practically zero attention.
SEO Has Many, Many Parts
Google uses complex algorithms when ranking websites. Many important factors (like the quality of inbound links) are outside of your immediate control, but others (your website structure and content) are relatively easy to fix and optimize. It helps to have a presence on social media and find other ways to direct visitors to your website. You’ll also want to claim your listings on key review websites for your industry, linking those pages to your main website and filling out the key pages with your business hours and contact information.
Defining Keywords and Search Terms
When you’re getting proactive with SEO, you’ll need to define the search terms you want to target. What are the keywords people type into Google when looking for your product or service? Thanks to Alexa and other smart devices, search engines are also promoting “answers” and short, to-the-point responses to questions and long-tail keywords.
When you’ve developed a list of keywords and phrases, many of them should naturally align with certain pages of your website. Whenever people search Google for a specific product, you’ll want your page about that product to appear first. Basically, each page of your website (and each blog post) should target at least one new keyword or phrase.
On-Site Organic SEO
Unlike the paid advertising spots at the top of search results, organic rankings are basically free. When you optimize your website for organic results, it makes a big difference over the long term, but you won’t see the impact overnight. Keywords and related phrases need to appear in the readable text of your website pages as well as the headings and meta descriptions. While human readers are your potential customers and ultimate target audience, it’s automated software that determines search rankings. Organic SEO helps Google see which website pages are the best match for each search term.
Optimizing Existing Websites
If your website isn’t appearing in the search results for important keywords, you’re missing out on potential business. When you already have a robust website, you may only need a few tweaks to optimize the pages for specific keywords. If your online presence was never a high priority, then additional changes may be needed. Maybe your website just needs to be freshened up, and you want to compete for some newly popular terms.