How to SEO – Search Engine Optimization?

How to SEO?

 

SEO is a very popular term in the digital market. Today, a major preference is given to SEO for all the content that is present right in front of our eyes. But what exactly is SEO and why does it matter so much for those who create content on a digital platform?

What is SEO?

SEO- Search Engine Optimization, in simple terms helps in optimizing your content so that it reaches desired target audience. SEO helps in improving the quality of traffic on your website. You will notice audiences at the door of your store front, who are genuinely interested in your product or service. But, how do we optimize the content?

There are certain ways that can help you with SEO if you are new to this term and if you want to use it to scale up your content.

 

Pool of keywords for better SEO

 

Whenever you put some content out there to solve a problem, to meet the needs of a consumer, make sure you have a wide researched data on keywords. Keywords are the main words that a user might use in order to search a product or service. These keywords could be very bland and regular. So, understand your target audience, know what service or product you are providing to meet the ends and choose the keywords smartly for better SEO results.

Use long tail keywords or phrases over short tail keywords to be concise and to avoid ambiguity.

For example, your customer is looking for the best fictional books, and you already have a blog written or video made on the said topic. The catch here is the keywords- 10 best fictional books or top 10 fictional books of 2021 (long tail keywords).

Make sure to include keywords like top, best; figures like 10 or 5. This helps the crawlers find your content faster and result in better ranking of your page.

Crawlers are the web spiders or web robots. Any content uploaded or present on the internet today has a tail attached to it. we call that tail as a unique link for that content. These crawlers discover the links to match the searched result. hence, keywords are a big deal here.

Exercise to find unique keywords:

         –Check phrases from customers

         –Search Synonyms

         –Add Local businesses- city name, zip, state

         –Client emails

         –Check Competitor blogs, websites and product listing

Keyword tools to check the keywords used in various ways and their density:

         –Keyword density analyzer

         –Coverage book

         –SEMrush

 

Content quality- Bolder over older

 

Make sure the content that is presented by you is very regal, strong, well researched, grammatically correct and not petite, duplicate. Do not build more content or more links which are very unimportant just for the sake of ranking your page higher. This is known as thin content which doesn’t bring any traffic or quality to your page. So, make sure there is thick content present on your pages. Avoid auto generated content.

Keep refreshing your page with new and bolder content. Delete the old, obsolete content pages and links that might drag the progress down. Remove the outdated indexed pages to provide better search results. When any of the pages gets crawled, the content of that page gets indexed. So, the next time a search is made on a similar topic, your content or page will appear in the list.

There is a tool called Google search console where you can allow and disallow certain pages, subdomains to be restricted from crawling. Google has a file named robot.txt for this action to be followed.

Have unique titles for each page on your website to help google distinguish the pages from each other. If your site uses mobile pages, remember to use separate good titles for mobile versions.

For example, if your site contains blogs on various topics, make sure that the blog contains at least 500 words to create thick content. Small blogs with words less than 500 are not considered to be good content in the long run.

Tools to tap the traffic- Google analytics.

 

Mach Speed for SEO

 

Loading of the page content should be very fast. You would lose out on the traffic if the page content loads slower.

Suppose the blog contains few videos and high definition images, frames, rich content which might be causing the page to load slowly. In such cases the consumer would lose interest and move on to the next page from the search result.

For image optimization you can use Resizeimage.net. This will help you resize your image without compromising on the pixel visual quality.

Tools to test and improve site speed:

         –GT Metrix

         –Page speed insights

         –Google chrome developer tool- Lighthouse

The site load speed- 1 to 3 seconds.

Other technical factors affecting the site load speed:

         –DOM- document object model (HTML)- what a website says.

         –CSS- cascading style sheet which is fetched by html to load certain data of how a website looks. CSS blocks DOM construction.

         –JavaScript- how a website behaves. It also blocks DOM construction.

         –Google product (ads)

They slow each other down; they are dependent on each other and the other one cannot function until the previous one is fetched. This slows down the browser.

You can take the help of a page speed tool, HTML minifier, these files could be minimized to help load the page faster. Google AdSense AD balance could result in minimizing the effect of google products on the website speed.

By optimizing the content on the page, with every little win, the page will load faster.

 

Title, Description, meta tags and URLs

 

It is very important to have a unique and well-formed title for any web page. It forms the first impression of your website. This title appears in the search result of google and is an incredible tool to attract traffic on the website.

Make sure to use the main keywords in the title.

Title length should be around 50 – 60 characters.

Meta description- This is a small description of the page and content that the consumer is about to witness. It also helps google understand what exactly the page contains. This appears in the search result below the title but does not appear on the actual page! Magic!

It’s better to write a meaningful description but do not forget to add keywords. Do not overload or repeat the keywords in meta tags.

Length of meta description- 170 characters.

URL structure- like title tags and meta tags, URL (Uniform Resource Locator) also appears in the search result.

         –Keep the URLs unique for each page

         –Clear and concise. Example- www.domainname.com/folder/keyword.html

         –Add keywords to URL

         –Length: Short and clear

 

Off page SEO and link building, Citations

 

Brand mentions

 

You must have come across many blogs where a brand is mentioned and is linked. SERP like Google starts to put your website in their radar. This is a tiny trust signal that gets generated for your website.

 

Citations

 

You can make major use of all your social media channels to mention your page or website to link your own link. Now, this is not very major as it depends upon your presence on social media platforms.

For example, on Facebook you can create your own business page and you can add your website links.

You can also add your links to local business pages like yelp, google business, biz, general directories, industry specific websites to attract local traffic.

 

Linking

 

Make sure you link to the relevant sites. For example, if your blog is about food and you are linking to a sports link, then it doesn’t make sense to link at all!

Linking from a home page is considered to be a very good link.

You can also replace the links with new ones if you have linked an old link which is deleted or does not exist.

Internal links: You create a mesh of internal links by linking pages under the same domain. A high amount of internal links directed towards a particular page on your site, will signal google that this page is important, but remember to gain authentic linkage.

External links: These links are created by pointing out pages for a different website. That is to link a page from a different domain.

You can also request other website owners to link your page for better reach. Use events to build links.

Google gives a lot of importance to EAT- Expert, Authoritative, Trustworthy. This states that your content should have quality, originality and it should be useful. These kinds of pages are rewarded by google. But those pages which don’t contain these EAT characteristics are considered to be of low quality.

You can use the tool called Domain Authority Checker to check the authority of a site or link.

 

Follow no follow

 

You might mention certain links in the post, but they could be pointing towards some other unknown links. Or maybe you have mentioned a link as an example, but you don’t want google to follow up on that link. So, you can simply use the function “rel=no follow”.

Your link could be linked on another site or page that you would want SERPs like Google to follow, but sometimes it happens that it falls under the unfollow category. In such cases, you can request the website owner to let google follow it back. Function-“rel=follow”.

You can also check for conversion rate optimization here!

Google SEO- Rich Snippets

 

Featured Snippet

 

Whenever you search for some information or a topic, you come across a small table of contents as the first search result. That table is a snippet. There appears a link as well from wherever the data is taken by google to show it as the first result. Mostly, very authoritative sites appear as the first result.

 

Rich Snippet

 

The search result that appears with star ratings in particular is a rich snippet. As it appears better visually with more visual elements, it stands out for the audience. This results in higher ranking. You will have to take help of some coding (take help from a developer) to get snippets on SERPs. This will help in the click through rate too, resulting in higher traffic and better ranking.

Unfortunately, we do not know how long it takes for a page to appear with a snippet. Google has its own algorithm for that. New sites will obviously take longer time.

By Media Lab
7 June 2021

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