What is SEO?
The goal of foundational SEO
isn’t to cheat or “game” the search engines.
The purpose of SEO
- Create a great, seamless user experience.
- Communicate to the search engines your intentions so they can recommend your website for relevant searches.
Let’s talk about them thoroughly now
Your links paid search, and social media acts as the icing, but your content, information architecture, content management system, and infrastructure act as the sugar and makes the cake. Without it, your cake is tasteless, boring, and gets thrown in the trash.
- What Search Engines Are Looking For?
Search engines want to do their jobs as best as possible by referring users to websites and content that is the most relevant to what the user is looking for. So how is relevancy determined?
It is determined by the theme that is being given, the text on the page, and the titles and descriptions that are given.
Does your site have good enough content to link to or do other authoritative sites use your website as a reference or cite the information that’s available?
How does the site look? Is it easy to navigate around? Does it look safe? Does it have a high bounce rate?
While this is pretty obvious, so many people tend to not sit down and just focus on what their main goals are. Some questions you need to ask yourself are:
- What defines a conversion for you?
- Are you selling eyeballs (impressions) or what people click on?
- What are your goals?
- Do you know your assets and liabilities?
- Don’t Forget to Optimize for Multi-Channels
Keyword strategy is not only important to implement on-site, but should extend to other off-site platforms, which is why you should also be thinking about multi-channel optimization. These multi-channel platforms include:
- Offline, such as radio and TV ads
Being consistent with keyword phrases within these platforms will not only help your branding efforts but also train users to use specific phrases you’re optimizing for.
- Be Consistent With Domain Names
Domain naming is so important to your overall foundation, so as a best practice you’re better off using sub-directory root domains versus sub-domains. Some other best practices with domain names are:
If you type in www.example.com, but then your type in just example.com and the “www” does not redirect to www.example.com, which means the search engines are seeing two different sites. This isn’t effective for your overall SEO
efforts as it will dilute your inbound links, as external sites will be linking to www.example.com and example.com.
Having keywords you’re trying to rank for in your domain will only help your overall efforts.
- Optimizing for Different Types of Results
In addition to optimizing the desktop experience, make sure to focus on mobile and tablet optimization as well as other media.
Create rich media content like video, as it’s easier to get a video to rank on the first page than it is to get a plain text page to rank.
Optimize your non-text content so search engines can see it. If your site uses Flash or PDFs, make sure you read up on the latest best practices so search engines can crawl that content and give your site credit for it.
- Focus on Your Meta Data Too
Your content on your site should have title tags and meta descriptions.
Meta keywords are pretty much ignored by search engines nowadays, but if you still use them, make sure it talks specifically to that page and that it is also formatted correctly.
Your meta description should be unique and also speak to that specific page. Duplicate meta descriptions from page to page will not get you anywhere.
The title tag should also be unique! Think your title as a 4-8 word ad, so do your best to entice the reader so they want to click and read more.