Let’s face it, every business owner wants to have their website land on the first page of a search result. Easier said than done. And once you do get it on the first page, it takes work to stay there. SEO is NOT the Ronco set and forget oven (maybe I just dated myself).
The days of building a website and not doing anything with it are over and has been for many years.
Search engines want to see new content and content shared across the digital marketing landscape. This takes work, but first you need to make sure the website and the landing pages with your website are properly optimized for search engines. It is all about increasing your SERP = Search Engine Result Pages.
Here are the basics to optimize your website:
The Page Title is something that all webmasters need to master. It should contain important keywords for that page. The result that shows up is not always the home page of the website. In fact, what a business needs to focus on is the problems they can solve and build landing pages that offer those solutions.
The Page Title is the blue text that appears in a search result with 55 characters and spaces that are visible with another 25 characters that are read by the search engine. This important SEO factor needs to be written for the computer (search engine) and then the human. The computer will index the important keywords and the first 55 characters need to be understood by the human.
The Page Title is like a headline in a story. It needs to be compelling enough for the searcher to read the next item in a search result; the Meta Description.
The Meta Description
The Meta Description is not an item that any search engine uses to rank a website for SERP. Still it is very important and needs to be written for the human and then the computer.
Just the opposite of the Page Title in order of importance. Why? This is where the searcher or human will need more information on the page. The Meta Description is limited to 150-160 characters. It is like a subhead or intro paragraph to a story that will pull the reader further into taking the next step and that is to click the link.
These two factors, Page Title and Meta Description, show up in search results and help the searcher, your prospect understand what that page is all about.
Keyword Meta Tag
Recently I learned the Keyword Meta Tag is used by Bing to help index and rank a website and various pages. Over 22% of people us BING to conduct searches. It used to be more with Yahoo, sharing the BING algorithm, but that has changed with Verizon buying Yahoo and Yahoo developing its own tool. SIRI does use BING and with the 4th quarter Apple OS release for desktop and laptops, SIRI will now be available here too.
Google does not use this tag except to compare it for keyword stuffing (a SEO blackhat tactic), so the dance is to please BING and not tick off Google. Use only the keywords found on the page in this tag and everyone will be happy.
Content on the Page
Content on the page is also very important to help that web page and your website overall turn up in SERP. Keywords that are important to your prospects and to the content on the page are important to include in the following important factors on a page in terms of content include:
- Headlines – “H” tags, <H1>, <H2>, etc. Only ONE <H1> per page, you can have as many other headlines as practical. Keyword Phrases in the headline help rank the page for results.
- Bold and Ital. Just like in any written document, when you bold or italicize something it draws more attention to it. Search engines are also drawn to the same thing. If you place goo keyword rich content here it will help in optimizing the page to show up in search results.
- Images. Be sure to name your images and also write a good ALT tag. The ALT tag or Alternative Test tells the search engine what the phot is about. Here you can also add keywords and phrase that help the page.
Keyword density is a big factor, but don’t overdo it. You need to be smart and use semantic speech in developing your content. Whatever looks normal will be also normal for the search engine.
There are the basics to help improve your ON-PAGE website SEO (Search Engine Optimization). Keeping your content fresh, current and robust is the first step. Then you need to add fresh content to keep the search engines continually visiting your site and indexing everything there…that takes a blog, like this one.
If you need any help in optimizing your website, please give me a call at 402-953-2340 or fill out my contact form.