Search engine optimization (SEO) is getting more complex by the minute, given that there is only one big player setting the rules of the game. Google is a household name and doesn’t need a particular introduction but for SEO specialists keeping track of the novelties is a never-ending process indeed.
There are so many aspects to SEO that some of them are easily overlooked, especially if you’re not following all the changes on a regular basis. What is a huge hunk of work is on-page content optimization. Whenever the rules change, all existing content needs to be adjusted accordingly. Even online courses and in-person or virtual training methods can’t quite keep up!
1. Have a Care With Your Keywords
What even laymen know about SEO is that keywords matter. For inexperienced people, that usually implies looking up the desired keywords via some of popular online tools. That may be fine while you’re getting started and planning to learn the ropes along the way, but it is absolutely unusable in the long run.
As mentioned above, Google is the biggest traffic referral. It is 10 times more efficient than Facebook, which ranks second. Organic search generates 65.72% clicks, as opposed to 3.82% clicks on paid advertisements. All that is to say that you should take your time choosing the best keywords.
A serious keyword research takes into account multiple factors. Basically, you’ll want to pick the keywords that explain your products and services but also stand out from the competition.
The two best keyword types are long-key keywords and location-based keywords.
Long-key keywords make your site stand out from the competition. I.e., if your business sells clothes, the keyword “jeans” will just add it to the long list of competitors. To avoid that, try adding more specific words, like “quality flare bottom jeans.”
Location-based keywords help Google show your site in the specific area. So, using the example from above, your keyword may be “quality flare bottom jeans in Civic Center.”
Long-tail keywords that feature location and other highly specific bits of information are the best choice.
Now, keyword placement is the second crucial step. Just randomly putting keywords anywhere in the text isn’t the best way to go about things. URLs, H1, first and last paragraphs, meta titles and meta descriptions all need to feature proper keywords for your SEO strategy to be successful.
E.g., if you’re dealing with tax advice, “streamlined tax filings” may be a better keyword than just “taxes.” The same applies to all other niches.
Pro tip: learn keyword mapping. Think about what people are looking for online. In SEO, this is called “search intent.” For your website to place better, it’ll need to satisfy search intent. Google ranks websites based on their accuracy and quality based on the search intent answers. Keyword mapping means that you should choose a unique keyword for each page as opposed to using the same keyword for multiple pages (this is called “keyword cannibalization.”)
2. Pay Attention to Your Featured Image
Image keywords are probably the most overlooked aspect of SEO. Never forget that a great many people use Google image search and only then choose which website to visit.
The main keyword should be featured in the alt text of the image so that the image can begin to rank on Google Images.
Pro tip: keyword cannibalization also applies to image keywords. Think about the right keyword for each and every image. All images should correspond to the target post.
3. Include Internal Links
Links are the second most important thing in SEO. However, linking one blog post to another at random is not the brightest of ideas. There are two things to keep in mind when brainstorming internal links:
- Only evergreen content should be considered. Rather than creating multiple blog posts on the same topic, update the existing posts with new info.
- Link a post to another post within the same content silo.
In this way, new content won’t disrupt content workflows.
What is a content silo?
Content siloing is an SEO technique that structures your website to optimize its ranking. Content is organized based on the topics, which are called silos. If your site deals with different themes, make an effort to separate them properly. Websites with the architecture designed to fit relevant keywords that meet search intent are certain to make it to the first page of Google search results.
4. Frequency of Posting
Just like email frequency matters in any email program, so does the frequency in which you post to your blog. Depending on your content calendar and your audience, you should decide on the optimal frequency.
Remember that updating existing posts so that they remain evergreen is preferable to creating multiple posts dealing with the same topic. Whenever you update a post, cross-advertise it to alert the audience that new info has become available.
Sharing your posts on social media is certain to increase your website visits, but you don’t necessarily have to always share new content. Sharing older content for new followers is a good strategy, too, especially during downtime. A mixture of old and new posts is the best strategy.
Pro tip: If you don’t have ideas for new quality content, don’t post anything. The optimal frequency is whenever you can come up with fresh ideas.
SEO may appear to be a complex matter at first, but some + hacks can make it far easier. These four things mentioned here are not rocket science, after all.
A successful strategy relies on proper planning, so don’t rush keyword research. Also, website audits should be performed on a regular basis. Always remember the golden rule of posting new content — don’t opt for quantity over quality.
Make a content calendar, pay attention to internal links, and do show some love to the images. Lastly, cross-promote new content.
By combining all of these tricks, you’re certain to run a highly successful website featuring quality information. For best results, keep in touch with your audience and listen to feedback. Social media are a great gateway to keep communication alive, so use it to your benefit.