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The Basics of Boosting Your Site’s SEO

Search engine optimization is fundamental to the overall success of each website. To put it simply, SEO will get your site found online when people come searching for something they need that you might 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? There answers can can be winded and and complex, but the following tips should help you make sense of them:

Think of your website as a cake.

On a cake known as your website, your social media acts, paid searches and links would be the icing. All the others – the information you offer and how it is organized, your content management system and your site infrastructure – is foundational. At the end of the day, they must combine together to create a cake that is both attractive and delectable.

Be aware of what search engines want.

The main goal of search engines is to refer users to websites that provide what they are 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 – includes site’s appearance, ease of navigation, user safety and bounce rate

Be aware of what search engines DO NOT want.

Search engine spiders are restricted to a particular amount of data storage, so if you even attempt to trick them, you’ll only end up hurting your SEO eventually. 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.

Determine and understand your business model.

First of all, how do you define a conversion? Do you sell products and services or impressions? What are your goals? Do your know what assets and liabilities you have? Use keywords not only on-site but in other channels as well, such as your social media profiles, email, offline ads, etc. The secret is consistency, allowing you to train people to use the particular words or phrases that you are targeting in your SEO campaigns.

Maintain consistency with domain names. Domain naming is crucial to your overall foundation, so as a best practice, stick to using subdirectory root domains (mysite.com/fabulous) instead of sub domains (mysite.fabulous.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.

Aim for different 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, most users are on mobile nowadays.

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