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SEO stands for “search engine optimization”. This is the process of improving your website by increasing visibility when consumers search for products or services related to your business on search engines such as Google. The more visibility your website and related pages have in search results, the more attention you’ll receive and attract potential customers to your business.
Here are four tips to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search engine results.
Relevancy in Content
Quality content with relevancy is the number one driver of your search engine rankings – especially when it comes to SEO marketing. This type of content is created specifically for your intended customers in order to increase website traffic. Search bots will also estimate exactly how well a website or web page can give the searcher what they’re looking for – so your web writing skills must also be professional and fine-tuned.
Keywords and their Relationship with SEO
Keywords is basically identifying and targeting a specific phrase for each page or content piece on your website. For example, think about how your reader (or potential customer) might search for a specific page regarding a third-party fulfillment service for their business:
- 3PL services
- Best 3PL service
- Warehouse fulfillment service
- eCommerce fulfillment
- Shipping management
- Omnichannel fulfillment
- Outsourced fulfillment service
- Global shipping
- Warehouse management systems
However, it’s often difficult for a webpage to achieve search engine rankings for multiple keyword phrases. A single page may be able to rank for both “3PL services” and “omnichannel fulfillment”. But ranking for “global shipping” and “warehouse management system” with a single page is unlikely. Therefore, higher rankings for multiple keyword phrases will need to be placed on separate web pages for each keyword phrase to act successfully.
Regarding the placement of keywords, you can use part or all of the keyword phrases in the URL for a specific page or main landing page, you can use part or all of the keyword phrases in the page title, and use part or all of the keyword phrases in page headings and subheadings. This being said, it’s important for phrases and keywords to sound natural and not seem like a bombardment of wording on every page.
Apart from the URL, page title, and headings, content is proven to be the most influential on search engine rankings. In order to generate the most engagement, repeating your keyword phrase several times throughout the page, including two to four more times throughout the content piece should be enough to be authoritative with your content. Then, by strategically placing links to relevant sources and additional information (which should both be further pages within your company’s website), readers will be directed to browse more of your content – generating more engagement.
Website pages should be written for the user/consumer, not for the search engine. This ties into SEO marketing – which we’ll cover in more detail in another article.
Types of Metadata
In an overly simplistic understanding, Metadata represents data about data. Metadata enhances the data with information that makes it easier to find and manage – such as HTML tags.
- Title Metadata: Title metadata is responsible for the page titles displayed at the top of a browser window and usually performs as the headline within search engine results. This is the most important metadata on your page.
- Description Metadata: Description metadata is the textual description that a browser may use in your page search return. It’s your website’s window display: a short description with the goal of encouraging people to enter – typically two sentences.
With all of this new information in mind, you’ll be well-equipped to tackle a new SEO strategy by optimizing metadata, HTML, and keywords for success. Keep in mind that without professionally written content, your keywords and descriptions will fall flat. Ensuring grammatically correct phrases makes for less confusing content, and will attract the attention of your potential customers as long as your SEO is strong and concise.
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