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- Search Engine Optimization
Search Engine Optimization (SEO) best practices change so frequently that it is sometimes hard for marketers to keep up. What we did a few years ago can now drastically harm your website’s performance, and what we do now will most likely need to be revisited in a year or two. We’ve put together a list of 5 SEO “dos” that are fundamental in increasing your website’s traffic and proving your brand to be a leader in the industry.
Do update content often.
Content is one of the keys to SEO, but in order for it to have a positive effect, content must be done right. To keep content updated and fresh, you might consider starting a blog for your website. Each page or article should have around 400-600 words, but make sure you are not decreasing the quality of your content to reach this minimum. Include different types of content, such as videos and presentations. When you provide relevant, quality content, you are more likely to receive link-backs from other users, which can also help your SEO.
Do use tags.
This might be the oldest trick in the book, but surprisingly some websites are still not using tags and descriptions correctly. Whenever you have the chance, use alt, h1, and meta tags to appropriately describe your content. This not only helps search engines crawl your website, but it also helps visually impaired users who use a screen reader to learn more about your website.
Do analyze site structure.
Your site structure is critical for SEO. If users are having a hard time navigating your website, it will reflect poorly on your page rank with Google. Make sure that each page is no more than 3 clicks away from your home page. Avoid hidden menus that disappear from page to page, and always think before you set a site to open in a new window, as this often confuses users when they cannot click the go back button. The key here is to make your site user friendly, so be sure to have an outside-in approach when analyzing the structure of your website—view your website as if you were a visitor for the first time.
Do use Google+.
Even though Google+ doesn’t seem to have taken off to Facebook’s standards of popularity, Google+ is more valuable than other social media platforms when it comes to SEO. Google+ posts can show up directly on Search Engine Results Pages (SERPs), and take users directly to your business profile. The first step is to optimize your Google+ page, which includes an SEO title (the name of your business), custom page URL, and tagline. Post relevant content that links to your website and other reputable websites.
Do optimize for users, not robots.
While the old school ways of SEO taught us to optimize our sites for search engine bots, our focus should always be on website visitors. Search engines might point visitors to your website, but if the site doesn’t cater to the visitor and make a conversion, what good is SEO? Make sure your content and site structure can be easily understood by visitors and aren’t blatantly modified for search engines. The end goal is for visitors to read your content—search engines are just helping you get them there.
Although SEO algorithms change frequently, some fundamentals remain the same. By following these 5 SEO “dos” your site will be on a better track to reaching visitors through search engine pages, Google+, and strong link referrals.