We all know that in the digital marketing world, search engine optimization is essential to establishing visibility online. SEO is meant to level the playing field between small businesses and their larger, national competition, and to transform your business from a small fish in the big pond of the Internet to a competitive player online.
In search engine marketing, it is important to optimize your website to be appealing for both customers and search engines. However, it can be confusing to figure out exactly what search engines find appealing. In order to prevent some confusion, we have complied a list of some search engine optimization basics to keep in mind when creating your website.
1. Think of your website like a cake
Your website has many different layers. The links, your paid ads, and social media act as the icing, while your onsite content, information architecture, content management system, and infrastructure act as other layers. Without the perfect mix of these components, your cake won’t look or taste good, and no one will be tempted by it.
2. What search engines are looking for
At the end of the day, the search engines are looking to make sure your site is relevant. But how do they determine this? They look for these details:
1. Quality content. Good titles and descriptions are also a must.
2. Performance. How fast is it? Do you have responsive web design that makes your site look good whether it’s viewed on a laptop, smartphone or tablet?
3. Link authority. Does your website link to other authoritative sites?
4. A good user experience. Almost half of all consumers say that a website’s design is their number one criterion for determining the credibility of a company, so you want this to pass both Google’s criteria and your clients’!
3. What search engines do not like
Search engines send out robots to scan your website, and they do not have a lot of data storage. So the following ingredients in your “cake” will cause you to lose reliability:
1. Keyword stuffing. Some business owners believe that the more keywords they can put on the page, the better. This is in fact false, as it will just create spammy content.
2. A lack of responsive web design. If the crawlers can’t get around, neither can your clients!
3. Repeated content. You want your onsite content to be fresh, not stale!
Keep your eyes peeled for part two in our search engine optimization baking lesson!