Search Engine Optimization (SEO) sounds a bit like rocket science. With the right combo of this widget and that module, add in time, subtract theory and maybe the equation will produce a solution better than the last.
Like most technology, what was applied last year in online marketing efforts may already be outdated. Those tactics are dying a slow half-life while the competition is jumping to the top of search. With every new year, you must reevaluate your strategies without having to dedicate a good chunk of the marketing department’s change.
When much of the bottom-line depends on the ability to reach more potential customers, readers and service users, it only makes sense to do everything in your power to enhance that reach.
1. Optimize for mobile search
, nearly 50 percent of all traffic is mobile. Your mobile site, now more than ever, needs to be equal in presence, content and searchability as your desktop site. Plus, having a mobile-friendly site boosts your ranking slightly from the get-go before diving deep into updates.
Recall the frustrations when you get to the webpage you were looking for, click on content and nothing comes up? Save your users the trouble by unblocking traditionally troublesome Web elements like images and JavaScript. No one likes barrier to entry, especially not search engines that may place lower rankings on your mobile (and potentially desktop) sites
2. Focus on a variety of keywords
SEO has evolved over the years to consider more than just singular keywords. Take the yesteryear approach to applicable words and add in the users’ intent behind the search. Ranking the appropriate keywords can be the dealbreaker for top of search placement.
So, how do you know what verbiage will actually work? You likely have your mainstays but there may be powerful keyword phrases you are missing out on. Knowing the actual prospective data can help position keywords from the beginning while removing much of the guesswork.
Cue up a tool such as rank tracker and the feature “Suggest Keywords” to can cut down on hours of work by easily aggregating information from 17 keyword suggestion platforms. Because each keyword you choose requires a significant amount of effort – page updates, content creation, text anchoring – invest time and money in what matters.
Your mobile audience may be looking for different content that the general desktop audience. Plan your keyword strategy for both with precedent-set statistics and a gaze into the future of how certain phrases may perform.
3. Don’t ignore social media
Search your company on a variety of browsers in a variety of locations. Note if your active social media pages – Facebook, Pinterest, Twitter – come up. Maintaining and growing a social media presence can envelope the main page nicely in rank.
Optimally, your webpage would pull up first, but following should be social media channels emblazoned with up-to-date content and an engaged community. Then, if the user does not click to your webpage first, at least they are greeted with the essence of your brand; it is here they are invited into your brand which is a invaluable positioning technique.
Analytics not looking so great lately? Thankfully, from an SEO perspective, having a dynamic, robust presence is valued – not the engagement (likes, shares, retweets) of the content.
If you have inactive pages or duplicate accounts both attributed to your brand, kill off the ones you are not using. You want to filter the user into the content you want them to see without the opportunity for disillusionment and confusion of inactivity and old content.
Left that Google+ page to die in the desert of inactive social media accounts to focus on the others? Consider part of the daily posting mix. Because it is Google’s social network child, it will have preferential treatment regardless in search.
4. Don’t sweat the small stuff
SEO will assist in the bigger marketing picture. It can be easy when diving into data and analytics to nitpick individual page issues, each blog post and every page subhead for perfection.
Take a step back. It’s impossible to monitor these details for every post you create and track daily performances.
Instead, think about what SEO optimization tools and fixes will assist you. Narrow down three SEO goals you can tackle and make changes thereafter as necessary, then move on to the next goal.
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