Search Engine Optimization is the process by which a website’s ranking for search engines is improved or bolstered, in order to maximize user traffic. It sounds like an easy enough concept, and the traditional conventions by which this was generally accomplished have morphed into more complex forms, with a much heavier focus on mobile optimization.
But as everyone knows, you need to walk before you can run; there is absolutely no point in working so heavily for mobile optimization if you aren’t observing the basic tenets of search engine optimization. The base strategies may seem common knowledge, but there are many out there that couldn’t list them off, let alone implement them into their own work.
If your SEO strategy does not observe these tactics and practices, you can kiss traffic, rankings, conversions and leads goodbye. Search engines also constantly update their algorithms and ranking systems, ensuring that those who aren’t willing to change will have change forced on them, or they’ll be expelled to the fringes of the web. Rush Ventures is all about helping you stay up to date and mainstream, so we’ve prepared a little primer on SEO basics to refresh your memory!
1. The optimization never ends:
So you created a website, and decided to do some basic SEO work. The first thing you were told to do was on page optimization. So you did. You started with the basics, like titling each page with something that describes exactly what content is on said page. You thought this was enough, but you still weren’t ranking as high as you’d like.
So you decided to do some more title tag optimization, adding in even more specific titles for more relevant page ranking. But then, you noticed that your meta descriptions are not very meta or very descriptive, and obviously this has to be changed. So you quickly busted out some descriptions and thought that would be enough. But your rankings were still not reflecting any changes!
So you went in and really took the time to improve your descriptions, and finally satisfied with them, you turned back to the search engine results. And there your site was, on the fourth page of Google… That’s just unacceptable. So maybe at this point you turned to SEO experts, and they recommended that you take a look at your content, and they mean really take a look. So you took an entire day, and totally redid your content.
You made it much clearer, with a better lay out that really conveys information to readers. Search engines would have an easier time now of sorting through your content, which means that consumers would be more likely to find it. But low and behold, your title tags and meta descriptions now all had to be changed again…
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This is the circle of website optimization. It’s never a one and done deal; rather, you should always be looking for ways to improve your content, to make it easier for search engines to index your website, and make the experience simpler for consumers.
There’s the famous saying, “I’ll rest when I’m dead”. SEO has a similar one. “I’ll stop optimizing my website when I take it offline”.
2. Content is best served fresh:
Get your content! Fresh content, picked this morning! Come and get it!
Your website content should fit three criteria. It should be informative, unique, and fresh. The last one is the most important, as it in ensures that your content is updated regularly. The market is changing, as is the way that users consume information.
There’s no way that your content can remain unchanged while still being up to date, regardless of your field. As new practices emerge, and old ones are laid to rest, your content should be updated to convey this. Otherwise, Google may deem your website irrelevant, and stop ranking it in search results. This doesn’t mean that every week, you should be redoing the content on your website.
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That could be much more spread out, as much as months apart. What you should definitely be doing however, is distributing content across the web. By creating one or two blog posts a month (the more the merrier), you ensure that search engines can find new and relevant information on your website. Obviously, these posts should be relevant to your business and services, and should be upheld to the same quality as the rest of your website.
Consumers like seeing websites that are committed to finding and publishing new information, especially when it helps them locate the products and services that they’re looking for.
3. Build your brand:
The internet is one giant rat race. For every one website that exists for a certain field, there are hundreds more that offer the exact same information, products, and services. Your website is not unique, at least, not until you make it unique. Because there is so much constant competition going on for every single field, the only way to succeed is to make your website stand out among all the rest.
The tactics we’ve mentioned above are a great way to start. By creating quality content, and constantly renewing and optimizing both your content and your website, you can ensure that your website stands out.
But if you really want to be known, to be talked about by consumers, you have to create a brand. Brand reputation means that people know about your company, they share it with their friends, they recommend it when asked, and they hold good opinions of your products and business practices.
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A great way to do this is social media. Social networks allow people to share and talk about their interests with their friends, which is exactly what you’re looking for. By sharing information about your business on social networks you create the opportunity for your business to become a brand. Engage the consumers that are purchasing your products and services, and watch your reputation skyrocket!
Everyone’s heard of the famous line, “Rome wasn’t built in a day”. Unfortunately, very few people know the second half of that quote.
“Rome wasn’t built in a day, but they were laying bricks every hour”
Everyone wants to achieve their own little Rome, but very few people are willing to work as the bricklayers. Don’t shy away from the regular work load. It’s what will help you succeed above all the rest!
Author Bio :
Ari Rush is President of Rush Ventures, a Toronto SEO and digital marketing agency. Prior to Rush Ventures, Ari led a marketing technology company, which helped more than 1,500 clients generate online traffic. Earlier in his career, Ari founded an online telecommunications firm, which he sold to a private equity group based out of Arizona. Ari has lectured at places such as Ryerson University and BizLaunch, one of the largest small business training companies in North America.