If being online is a part of your business strategy, you need more than a quality, user-friendly website. You need smart SEO.
When a person conducts an online search using words related to your business, SEO increases the likelihood that your website is listed at the top of the results. It allows you to reach a greater audience online — but only if it’s done correctly. Start by understanding some key strategies insiders use to ensure both humans and search engines like your website.
Use strategic website organization
Create a list of relevant keywords and use them strategically throughout the website. This is a good strategy, as long as you play by the rules.
Search engines seek to match the most useful and relevant information. To maintain integrity, search engines change algorithms frequently to outsmart “schemers” who find loopholes.
When changes occur, websites can be penalized with lower result rankings.
Incorporate relevant keywords in page titles, body copy and metadata. Titles and meta descriptions typically appear in the search results. When searches include keywords that match your page title and description, those words appear in bold, helping your page stand out.
Dedicate each Web page to one topic, product type or service. This ensures when a keyword is searched the most relevant Web page within your site pops up. It increases the likelihood users will click the link and find what they need.
It also helps decrease bounces — when a visitor immediately leaves a Web page — which search engines use to consider how long visitors stay engaged on your website.
Images should include relevant keywords in image titles, descriptions and alternative text. Proper alternate text helps with SEO and even provides sight-impaired Internet users an understanding of images, enabling them to more easily navigate your website.
Start a company blog
A company blog provides a platform to consistently post high-interest, industry-related content. This attracts audiences who search on a topic that may not otherwise be represented. It is a good practice to focus on one topic for a single post and include relevant keywords within the title, body copy and meta description.
Link your website to other sites
A well linked website shows search engines that a site is trustworthy. Claim your listings in reputable online directories, referral sites, review sites (Yelp, Google+), and reputable trade and news organizations and associations. Add a website link in company social media profiles, and include keywords in profile copy and content.
Invest in search engine marketing
If your website is new or you want to add to your SEO, consider advertising on search engines. Search engine marketing helps your website appear above or on the side of search results as an advertisement, so your company has exposure, even if your website isn’t in the organic search results.
SEM has a unique set of best practices, so use a certified associate or agency to handle an online advertising campaign.
These steps will increase relevant website traffic. Being diligent in reviewing website analytics and maintaining optimization best practices assures your website is being found. ●
Kelly Borth is the CEO and chief strategy officer at GREENCREST, a 23-year-old brand development, strategic and interactive marketing and public relations firm that turns market players into market leaders. Kelly has received numerous honors for her business and community leadership. She serves on several local advisory boards and is one of 30 certified brand strategists in the U.S.
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