Gone are the days of using keyword stuffing and hidden text to trick search engines into ranking your website. Nowadays, Google and other platforms constantly update their algorithms and policies to prevent businesses from taking advantage of loopholes.
The most critical element to improving your SEO marketing strategy is keywords. To rank at the top of search results, you need to focus on using the keywords and phrases that dominate your industry and business. However, not all keywords provide the same value.
To show up in people’s searches, your content has to include what they’re looking for. Researching the phrases and questions online users are searching helps you craft messaging that answers their questions or provides the information they need.
A trending SEO practice is building keywords around voice searches. People seeking answers phrase questions differently than they speak them. When creating your keyword strategy, it’s best to factor in the growing popularity of voice searches.
While researching keywords, it is essential to focus on your target audience. Craft keywords around your services, your products, and your location to help users find you quickly when searching. The more detailed your keywords are, the more effective they become.
For example, the word “roofer” isn’t very specific and provides little context for a search engine to consider it valuable to a reader. However, “highest-rated roof replacement company in Las Vegas” adds context and focuses on a specific area. The keyword specificity allows Google to recognize your content as valuable to someone searching roof replacements in the Vegas area.
Placement of Keywords
Once you’ve researched alluring keywords, you must adequately utilize them. To do that, you should strategically use them on relevant pages. Keep in mind, more is not always better. Along with Google penalizing sites for keyword stuffing, it just doesn’t lead to compelling content. So, where should you use keywords?
Titles and Meta Data
Efficiently placing keywords throughout the body of your pages is a must, but not the only area they should appear. Your keywords should appear in the title of a page and the meta title and description. This provides more context for Google and offers an opportunity to draw in a user looking over their search results with added information.
If your web page is supposed to address emergency roof repairs, but your page title doesn’t mention the word “emergency,” your site visitors aren’t going to bother reading your body content. Instead, they’ll find a competitor site that addresses their needs. When Google sees that users aren’t engaging with your site, your SEO value will plummet. Simply putting the most important keyword in your title can keep potential customers from leaving your site and improve your search engine rank.
2. Create Content That Provides Value
Meticulously researched keywords used in all the right places on a page aren’t enough to bring you to the top of search results. Informative, SEO-rich content that answers users’ questions and enlightens them helps search engines further contextualize your website.
Addressing industry trends, relevant topics, and seasonal issues helps differentiate you from competitors and identify you as an authority in your field. Having an informative webpage is no longer enough to build a robust SEO-friendly presence. Updating your site with fresh content is a crucial part of inbound marketing.
Blogs and Articles
Blogs and articles that address issues with a broad appeal are a fantastic way to draw in more readers and show up at the top of search results. Content centered around relevant topics and seasonal needs proves especially useful when looking to add SEO value.
If you’re an HVAC company in an area with skyrocketing summer temperatures, an informative blog about increasing energy efficiency showcases your knowledge and gives you a platform to build credibility with your readers.
Videos and Images
Are you looking to enhance the user experience and provide easily digestible content? Posting how-to videos, before and after pictures, or infographics makes your site even more user-friendly. Not only are explanatory videos and infographics helpful, but they also help escalate your SEO value. Google factors in how long a visitor stays on your site once they click in. The longer they’re there, the more valuable Google considers your site.
Find the Missing Links
Linking your content to other relevant information helps Google connect the dots of your website and its content to contextualize it further. Pages that link to or are linked to more frequently are seen as more important by search engines.
There are two different types of linking you can do to build SEO value—internal and external.
Internal linking is linked text that takes you to another page or section within the same website. For example, a commercial construction company’s design-build page offers numerous opportunities to internal link to other pages such as materials, industries served, or a portfolio of completed work.
External linking sends a reader to a page not within your website. While you may wonder why you’d want to push someone away from your site, external linking is vital for SEO rankings. You can build trust with your readers by backing up stats or studies you reference by sending them to that information.
External links are also a great way to direct visitors to your partners or even positive articles about your business. It is important to note linking to untrustworthy sites or irrelevant information negatively affects your ranking within Google. You can’t game the SEO system by linking random text to every credible site under the sun.
3. User-Friendly Website Design
The way your website is designed and developed has a significant impact on SEO value. As discussed earlier, the longer a reader stays on your site once they click in, the more beneficial it is for your ranking. If your site frustrates readers or doesn’t load properly, they’re likely to go back to the results and try another page immediately.
Along with loading quickly, you want your website design to be clear and understandable. One of the essential principles of building websites is creating a nice flow from one section to the next. The more easily navigated your site is, the more information your readers can locate. In addition to increasing your SEO value, making your site design intuitive also guides users to your contact page, thus increasing your conversion rate.
We live in an instant gratification society. If your site takes five seconds to load, it feels like an eternity. The longer someone has to wait for your page to load, the more likely they are to click out. And the less time someone spends on your site after clicking in, the worse it looks to Google’s algorithm. Don’t prevent a potential customer from reading the spectacular content you’ve written because of impatience.
You can use Google’s PageSpeed tool to measure your load times across all devices. If you do have issues with speed, the tool offers insights and advice on fixing the problems.
A mobile-optimized website has become a necessity. Google penalizes websites that are not mobile-friendly. Mobile optimization means:
The page fits within the boundaries of a phone or tablet screen
Photos fit properly and are high resolution
Links are easily accessible and identifiable
4. Own Your Market With Local SEO
Local SEO is the best way to ensure you’re reaching the leads in your area that need the services you provide. The most powerful tool for enhancing your local SEO impact is Google My Business. This free offering allows you to give searchers your organization’s name, location, business type, contact information, and website link.
This feature is so helpful because when someone searches “commercial flooring near me,” you have a chance of appearing in the snippet at the top of the page.
5. Learn and Improve Through Analytics
Just like any marketing campaign, tracking your SEO strategies is crucial. Using analytics allows you to track growth and locate areas that are lagging. Taking the time to understand where your strategy is working and where it may be missing the mark saves you money, time, and effort.
Google Analytics Reporting allows you to measure metrics such as page views, conversions, and time spent on the page. By comparing your highest-performing pages with lower ones, you can adjust content and strategies to optimize the effectiveness of your SEO campaign.
If You’re Ready To Grow Your Business With SEO, You Need AMG
For over a decade, Abstrakt has worked with its exclusive clients to develop more leads and cause predictable business growth by leveraging the power of SEO marketing services. To find out more about how Abstrakt can get you to the top of search results, schedule an appointment today.