Rest assured: If you’ve created a website that’s not ranking well on SERPs, there are measures you can take to get your hard work in front of customers. Here are a few of the most effective ways you can ensure your website has strong SEO.
Research relevant keywords.
SEO is not only about driving more traffic to your website; it’s about attracting the kind of visitors that ultimately become customers. Knowing who your audience should be, and how to write content that’s relevant to them, is an important piece of the SEO puzzle.
Keyword research is your compass for finding which words and phrases will reach your audience. Use free tools like Google AdWords’ Keyword Planner and Google Trends to see which keywords you should target. This is also a good way to discover topics trending in your industry or topic area. For example, let’s say you’re trying to optimize this article. The first keywords you would think of are probably “SEO” and “SEO guide” because these describe the main topic of the article.
When you enter these keywords into the Google Adwords keyword suggestion tool, you may see some frequently searched variations of your keywords that you hadn’t thought of, like “SEO marketing”, “SEO optimization”, and “search engine marketing”.
Focus on long-tail vs. short-tail keywords.
When your site is just starting out, showing up on the first page of Google is nearly impossible. Industry leaders that have been producing content for years dominate all of the top keywords and results. For example, it’s going to be tough to outrank long-standing industry websites like Moz, Search Engine Land, and Neil Patel with the key term “SEO”.
Researching and creating content for relevant long-tail keywords is a great strategy for developing SEO. A short-tail keyword includes one or two words, while long-tail keywords are longer, more specific, and less competitive keywords or phrases. Think about it: If a user searches the word “bed” (a very broad short-tail keyword), it’s unlikely they’re ready to click through to a sale. However, if a user searches for “French style oak bed”, they know exactly what they’re looking for and are probably closer to the point of purchase. Although you get less traffic from long-tail keywords, the traffic you do drive will be more focused, more committed, and more likely to convert.
Understand how to incorporate keywords.
Once you’ve identified your keywords, you can now tackle your on-page optimization. Be sure to place keywords in your:
- Title tag: The name of the page that appears both in the browser tab and in the Google search results.
- Meta description: A snippet of up to about 155 characters that summarizes a page's content, entered either as HTML code or in a designated field in your site’s content management system.
- Header (h1 tag): A tag used to indicate the main heading on a page.
- Subheaders (h2, h3, and h4 tags): Tags used for the creation of headings less important than an h1, which have a top-down hierarchy from <h2> to <h6>.
- First 100 words: The introduction to your page.
- Image alt tags: An HTML tag that should be used with any image on your site to describe what’s in the image.
Develop an external linking strategy.
Links to your website from other sites are stamps of approval, especially if your site is linked from authority sites in your industry. If you wanted an authority site to optimize this article, for example, you’d want the article to be picked up and shared by sites like Moz or Search Engine Land. Keep in mind that not all links are created equal, so building a handful of quality links is better than a bunch of spammy links. If a website with low domain authority and no relation to your field links to you, it’s not very useful (e.g., a random hotel linking to this SEO article.)
A few quick and clever ways you can encourage links back to your site and build authority include:
- Citations: A citation is simply a mention of your business on a third-party website — typically a local business or industry directory, or an event or reviews site. Look for quality, trustworthy directories and listing sites in your city.
- Creating and sharing valuable content: Sites that create and deliver relevant and engaging content to their users get better rankings. Fresh, regular content improves your traffic and increases the time people spend on your site, two important metrics that tell Google you’re a trusted, relevant, and authoritative website.
- Guest posting: One great way to get external links is by writing posts or articles for other websites. Think about topics in which you’d like to be known as an expert (relevant to your own website/industry), and reach out to like-minded businesses or blogs that could benefit from a guest post feature. Make sure you include a link back to your own website to reap the SEO benefits.