By Vicki Ferguson
Finding your next restaurant experience, the perfect pair of shoes and a new dinner recipe have never been easier thanks to search engines. We type what we need and within seconds have endless options to explore all coming from various corners of the internet.
But with such a competitive landscape, how can brands break through the noise?
Search engine optimization, more commonly referred to as SEO, is a key component for brands who are wanting to reach audiences and rank on search engines, like Bing and Google.
So, what is SEO? SEO is the process of driving traffic and gaining visibility through search results. It can help boost traffic to your site, bring in leads, reach new audiences and boost business revenue. Though there are paid opportunities to help with your audience reach and brand visibility, SEO typically resides within the organic search results. The most common types of SEO include On-Page SEO, Off-Page SEO, and Technical SEO. These three SEO components contribute to your overall presence in search results.
Whether you put a strategy in place last year or are just starting to mold one out, visiting and revisiting your SEO efforts is an ongoing tactic.
Where do you begin? Here are 5 ways you can improve your SEO strategy:
Starting with what you already have is one of the easiest ways to improve your SEO.
Marketing is an ever-changing landscape. New data comes in daily, best practices are constantly reworked, and trends and insights shift week by week. Aside from an SEO best practice, reviewing and updating your content on a frequent basis is key to keeping relevant content on your site.
When doing so, keep the following in mind:
This refresh will ensure your content stays competitive and informative, and help your site see a new wave of traffic.
Tip: Don’t forget the power of images. Including visuals benefits your SEO strategy in a number of ways, when optimized correctly. Writing effective alt tags, using image formats for fast page loading, and having original images are just some ways to do so.
Ranking within Google’s featured snippets –those large boxes that pop up at the top of search results –can be obtained through the usage of subheaders in your content. How does that work? Google pulls your content’s subheaders into a list-based featured snippet and distributes that out based on SEO.
Improve your chances of being featured and add or include descriptive subheaders within your content.
Tip: Be consistent and use the same H tag.
There is a lot of content out there with many brands aiming for the same goals and targeting the same keywords. While funneling content toward those competitive keywords is one way to tap into the noise, another is channeling your focus into low completive and question keywords.
Question keywords are questions searchers are asking around your topic and low competitive keywords are keywords that don’t get many searches, but tap into bigger keyword searches.
Tip: Repurpose content you already have to engage with these low competitive and question keywords, but be sure to craft new content that specifically taps into them.
Your content should easily stand on it owns, but utilizing inbound and external links –also known as backlinks – can give your content the seal of approval for search engine ranking. Search engines favor content with linking as it cements a sense of trust and credibility. However, not all links are created equal. Search engines will analyze the type of links coming in and out of content to determine the quality and quantity connected to your page, and if it ranks.
How can you build your inbound and external links? A few ways to do that is by:
Tip: One way to build quality backlinks is to connect with suppliers and partners to link back to relative content.
A recent study by Exploding Topics showed that over 60% of website traffic comes from mobile devices and more than 90% of internet users access the internet from their mobile device. Knowing this, it’s important to ensure your web page is mobile-friendly as search engines do use this in their ranking factors. You can test your web sites mobile friendlessness through Google’s Mobile-Friendly Test.
When assessing your mobile-friendless, consider the following:
Tip: Designing for your mobile experience is key, but monitoring its performance is something that needs to be consistently worked on and added to your monthly reporting.
SEO is important for your brands visibility. As a primary source for website traffic, building user trust and credibility, and a key way to understand your audience, every brand should have a SEO in their digital marketing strategies. Let Ideas Collide help you elevate your SEO strategy.Let's connect!