.jpg)
Companies can use search engines to drive targeted traffic to their websites and convert visitors into new customers. Search Engine Optimization (SEO) is a method of writing and building web pages that allows them to rise in search engine rankings.
Search engines like Google use an algorithm to rank search results. The algorithm can and often does change without warning to provide web users with the most valuable solutions to their queries. Companies have to adapt to the changes in order to rise in search engine rankings and maximize the number of visitors to their websites.
The following are guidelines regarding some of the most recent changes in the algorithms search engines use. Adopt some of these tactics and your website will be well on its way to the top.
1. Keep site structure simple and easy to navigate.
A website that users and search engines can easily navigate will be rewarded with higher search engine rankings. Keep site structure simple. Use descriptive titles for your menu elements and guide users through a logical flow of information. Avoid over-structuring with numerous dropdown menus, but do include a site map. The higher your website appears on a search results page depends on how many people use your website. Attract visitors with content that is easy to find and answers users’ queries. If you are intentional and careful with site structure you can achieve search excellence.
2. Avoid simple website builders, use WordPress instead.
The simpler and less expensive out-of-the-box solutions to creating a website will cost your business far less hassle and money in the long run. With WordPress, you can customize your website URLs to match what people are searching for online. An example of a WordPress URL is Millersparts.com/electricalcomponents. Other programs won’t offer you much choice over your URL wording. They simply fill in random numbers. So, a potential customer searching for electrical components may never see your website in their search results. And if they can’t find your business, they will likely never become a customer. If your business converts from a WordPress website to an off-the-shelf option, your website builder most likely won’t have the functionality to automatically redirect old web page searches to your new site. Dead website links mean your business will rank further down in search engine results and possibly be classified as “suspicious” by Google.
3. Learn some simple SEO techniques. Better yet, hire a web developer to help you.
Search engine algorithms can change at any time, without warning, and the ramifications of those changes can be devastating if you don’t keep up by adjusting your website. For now, learn what header (H1) tags are on your page, why they need to be bolded and when you need to use them in your webpage copy. Also, learn how to read your analytics. Know what keywords are working for you and how people are finding your website. Keep up with what’s working and tweak what’s not working. Those who don’t have the time or resources to dedicate to staying on top of changes in search algorithms should leverage the skills of a talented developer to achieve results.
4. It has to be mobile-friendly.
Most people these days conduct the majority of their online activities on mobile devices. Search engines are catering to smartphone and tablet users now and penalize websites that are not mobile-friendly with lower rankings in search results. People leave a site if it is not mobile-friendly or if it takes more than three seconds to load. These trends make it imperative for your website to be mobile-friendly.
5. Longer content is better.
When it comes to SEO, search engines now rank longer content higher in results. Posts should range between 900 and 1,200 words to position your company as a thought leader in its industry. Long-form copy provides a higher conversion rate and better quality leads. However, you should not write simply to meet a word-count formula. Don’t puff a piece up with useless information. Write to connect with your readers and utilize photos, graphics, gifs and videos when appropriate to maximize their engagement.
6. Keywords are no longer key.
The first time you use a keyword on your page, a search engine recognizes it and starts to understand the topic of your content. The search engine gets an even clearer idea of what you’re talking about the second time you use a keyword. However, the value of a keyword doesn’t increase the more you use it. While it’s still important to use keywords to help your target market find your website, you should also focus on creating content with related words and phrases that answer questions web searchers are asking. It’s also important to note that more people are using voice commands to conduct searches using intelligent assistants like Siri. Algorithms are responding to these types of searches, rewarding specificity and answers to longer queries with higher rankings. Try answering questions such as, “Where can I find electrical supplies in Rosemont?” rather than simply using keywords such as “electrical” and “Illinois.”
7. Use video.
Video drives SEO results due to the effort and time it takes to create them. So, create online videos to showcase your expertise and engage your audience in an entertaining way. Video content should solve problems and/or provide new information. Transcriptions of your videos can also boost website search engine rankings. It’s also important for SEO to host videos on your own domain instead of hosting them on YouTube or Vimeo.
Follow these tips to create what Google and other search engines consider a good website, one worthy of a high ranking in their search engine pages. Higher ranking means more visitors and ultimately more customers and sales.