So for those of you who are in favor of getting your hands dirty for the greater good, here are 5 things to start off your SEO strategy with (considering you are already have set business goals your SEO strategy needs to fulfill). As much as SEO needs constant effort, this should give you a head start and provide a foundation for a structure that you can take time to reinforce and build upon as you deep dive into your optimization capacity and strategy.
- The platform – If you have read the last article you would know already that different platforms you can build your website on, and the SEO friendliness of the platform must be researched before you take up the task to build a website. This is the stage where the basic setup like Google Search Console and other implementations are to be taken care of, so basically you are preparing the site to communicate with the search engines seamlessly.
- Keyword strategy – All content on your website’s pages (On-page optimizations) and page properties (Off-page optimizations) need to follow a keyword strategy, thereby meaning inclusion of business relevant keywords embedded to link your content to “needs” users look to fulfill using a search engine. This may need you to analyze what are the search queries related to your business, formulating keywords based on branded and unbranded segments and then including them in specific proportions to the website page content or properties.
- Mark everything – One of the basic aspects of SEO is to tag every page and its elements with the right tags and labels for the search engine bots to crawl and understand. This means all pages have to be titled, header tags to be created and images be tagged based on what they represent. This makes the code end of your web pages readable for the search engine. Also crucial is an xml sitemap to be created and maintained.
- Utilities to be found – It is important for any business to maximize the benefit from available web based utilities to help get itself found. This could mean actively creating and claiming unique “Google Places” for its locations and using meta data to show maximum details with search results in a way that positions the web page as a credible source of information.
- Content, the king – When all else is said and done, SEO primarily is about content quality and user experience of a website. This content needs to come across as relevant, unique, fresh and engaging to the Google crawler bots and there are many ways to seem off in this game. A few examples could be tagging temporary/test pages with “nofollow” so the crawlers do not recognize content to be duplicated on the site. Also, temporary offer pages to not be deleted, but replaced with a generic page when offer expires, so that there doesn’t seem to be “missing high traffic pages” on the website. One must ensure periodic refresh of the content with original and relevant images, copy and other means like video and forms to engage users, which adds to site usage time and “pageviews”, also helping the SEO strength.