Search Engine Optimization (SEO) allows brands to improve the ranking of their websites on search engines. A number of key levers can be activated in each of the major fields of SEO. Linking helps increase the popularity of a site in the eyes of Google. Crawlers, on the other hand, scan the pages of a site to identify the content and other parameters relevant to indexing.
The first step of an SEO strategy is to identify the nature of the website: e-commerce or classified ads, product catalog, blog site or news site. This will define its objectives and determine whether to focus on sales, boosting brand awareness, providing product information or customer engagement.
SEO objectives must always be correlated with business objectives of the company. It is important to set reasonable goals according to the business’ resources. Too often, SEO reports include information that is too broad or technical for employees to understand and interpret. The dashboards must be adapted to different aspects.
For example, a corporate dashboard will focus on the brand’s ranking on various search engines, its environment and the behavior of users. An e-commerce site focuses metrics, such as positioning of keywords and clickthrough rate, traffic stats, bounce rates, average time on the site, registrations, sales and the rate of conversion.
Mastering your linking strategy
A strategy involving uncontrolled linking can cause a significant decline in organic traffic. On the other hand, one can increase the popularity of a site using sponsored articles. These articles are published on third-party sites with a link towards the business website.
A sponsored article can become viral when it is interesting to the users. The more Google detects activity and links around associated keywords, the more it will rank the site higher. By publishing marketing material, the brand can also take advantage of branding benefits.
Whenever a device connects to a site, it leaves a trace on its server. The technical aspects are therefore essential in an SEO approach. It is important to identify the obstacles to indexing. When too many pages change their technical status, it has a direct impact on the frequency of visit by search bots or crawlers. On the other hand, the more Google crawls the site, the more the website’s position will go up in the rankings.
It is, therefore, necessary to identify the pages ranked high by Google and to check well the number of active pages. For an e-commerce site, it is better to go down on the finest possible categories in the internal mesh. If a product is no longer in stock, it is better to leave an active link to the page and indicate that the product is no longer in stock. Data groups improve search and classification of the content while preventing spam.
Refresh content regularly
Since search engines regularly update their algorithms, it is important to do the same with your content so that they take into account the renewal of their results. For example, you can run a blog related to one of the services you offer and therefore the keyword you are targeting. This will also allow you to offer fresh content to your readers who will have one more reason to visit you.
Unique and quality content
Regularly updating content is one thing, to publish original articles is another. To increase your chances of coming out first in the search results, you will need to produce unique and quality content. If you use duplicate content, search engines may realize this (they have tools to detect it) and penalize you by refusing to index your content on their pages.
Providing quality content that is relevant and free from grammar and spelling errors helps to increase your authority for search directories. Since they aim primarily to offer quality articles, images, news and videos to their customers, they will favor sites that do the same with their readers. Producing new, relevant and interesting content will not only be beneficial for your readers, but also for you.