SEO strategies have arguably become one of the most important factors to consider when looking to improve and maximize a company’s presence online and general ‘on-page’ marketing approach. Recent search engine updates, namely Google’s Panda and Penguin, have started to create a new generation of websites built solely of relevant and original content, dramatically restricting spam and ensuring high quality content ranks first. Given this evolution within the online marketing community, companies have been forced to change their approach to online marketing, link building and SEO approaches to suit Google’s specific, rather strict requirements.
Make sure your company’s SEO strategy is kept relevant and dynamic by following these tips for improving and maintaining good SEO:
Tip 1: Keywords
A very obvious but often neglected feature of SEO is the humble keyword. Make sure your keyword is present within the first paragraph of content on any page. Don’t highlight the word (or words) with bold or italic text, capitalizing the keyword is the usual practice for drawing attention to it. Avoid overuse of your keyword, the standard practice for keyword use is about 3% per page of content.
Tip 2: Meta Titles and Descriptions
Ensure your meta titles and descriptions for each unique page are informative, short and keyword-loaded with a primary keyword in the title and related secondary keywords within the description. Keep them to within the general guideline of 70 characters per title and 150 characters for the description, limiting meta titles and descriptions will make your site consistent, easy to search and generally ‘favored’ by search engines such as Google.
Tip 3: Each Page is Unique
Make sure each page on your site is uniquely publicized and has enough internal as well as external links directing to it. Do not just focus on building your homepage page rank as each subsequent page on your website is equally important and should be treated individually not as a by-product of the main page.
Tip 4: Maximize Your Presence on Social Media
Do not dismiss the use of ‘sharing’ posts on Facebook and Google+ as social media can make a big difference to traffic and general search results for your site. Dismissing that Friday tweet could mean the difference between first place result and sixth so make the use of social media platforms and enhance your SEO at the same time.
Tip 5: Site Map and Navigation
Site maps and site navigation are the main page within your website which connects and guides users to various pages and links internally, usually the homepage. Site maps come in two forms; one for search engines when trawling sites and the other for users on your site. To optimize your SEO you need to make sure the user can clearly navigate back and forth within your site. This will also help improve internal links and ensuring each page has a unique importance. All factors working together will maximize your SEO result and create a better ranked site.
Tip 6: Internal Links
Within your own site each page should be internally linked to relevant pages, enhancing the unique page rank as well as site map navigation whilst improving the flow of your site. In particular, Google’s Penguin update has made internal links on a site rather difficult as keyword stuffing. So avoid this method of SEO maximization and ensure the content on your site has a natural flow with original content to avoid being rejected by search engines!
Tip 7: Build Relevant Links
Create links within the same country as your site or client’s site, if you are US-based then stick to using US sites and referrals. Search engines such as Google put so much emphasize on inbound links so it makes sense to create local links from authoritative sites within the same country.
Following these tips should help you improve your SEO and site presence. They should also help you avoid being penalized by search engine algorithm updates.
Guest blogger Emily Isaac serves in the marketing department at Mint Online Marketing, an Online Marketing Agency based in Cardiff, Wales, UK offering a complete Online Marketing Solution to SME businesses. You can connect with Emily Isaac on Google+