Search engine optimisation (SEO) tends to create a lot of confusion, especially for business owners new to the industry. Most simply do not understand that you cannot pay your way to the top of page one or implement a secret trick that only insiders know.
Rankings have to be earned.
Google is concerned with one primary focus with its search engine: To provide the most relevant results for the search query. Whether you are doing research to buy a new computer or searching for reviews of a local restaurant, Google strives to deliver quality results that best match your search.
And one of the best ways to be visible for relevant keywords is to optimise your pages. This ultimately means:
- Generating targeted traffic
- Increasing brand awareness
- Getting shares on social media platforms
- Converting visitors into customers
The following is an overview for optimising your pages for higher visibility in the search engines.
Title tags are perhaps the most important on-page factor. They are the first thing that users see before deciding to click on your page. These should include your primary keywords and be written in a way to encourage visitors to click through.
Directly below the title in the search results is the meta description. This is a short snippet of text that displays a summary of what the page is about. These should be written to give more details about the page or even contact information.
Even after visitors click on your page, your job is far from over. If your pages are not relevant or do not engage with the user then they will likely click back. Your headline should include a clear benefit to the visitor and what they can expect by doing business with you.
The next part to optimise is your actual content. The sole purpose of the headline is to get people to read your content. This is important especially for landing pages that are selling a product. Your content should be as comprehensive and relevant as possible, not filled with useless or keyword stuffed text.
Visitors have short attention spans. One way to keep people on your pages longer is to include images and other visual elements. While having an image on your page will not immediately boost your pages to the top, it does provide an SEO benefit for your website.
Optimising your pages ultimately means higher visibility in the search engines. But an emphasis should also be made on delivering quality content. Content that is optimised strictly for Google may rank well but could lead to lower conversions.
Taking these steps to optimise your pages while creating useful content is powerful and will ensure your marketing efforts are not wasted.