Optimize your website: So you’ve got your keyword and content strategy done and you want to make the most out of the words you’ve chosen and increase your website’s chances of ranking for those keywords. Search Engine Optimization is the way to do this. It’s a fancy way of saying you want to make the best use of your keywords in order to get found when a potential client searches Google, Bing or yahoo for one of the keywords you chose in Step 2.
Your inbound marketing goal is to be on the first page or in the first few search engine results for your keyword or keyword phrase. Your content should be written around your keywords, but still focused on the needs of your customer in a language they would understand. It’s in your best interest to learn at least the basics of SEO in order to make the most of your website.
There are two types of SEO, on-page SEO –– how well your website presents itself to the search engines and off-page SEO –– your clout or reputation (what other websites say about you as a website) on the web, and the amount of pages indexed by the search engines. Your on-page SEO can be improved right away by taking the correct steps, however your off-page SEO takes a little more time to improve.
The first three steps to improving your on-page SEO are:
- Page title
- Meta descriptions
- Integrating keywords in your content
Page titles are important to your on-page SEO strength. Page titles are found at the top of your browser window and depending on what type of browser you use, it’s the name of the tab or open window. The page title is also the title of a page shown in search engines.
Here are a few tips to come up with a good page title:
- Put keywords and keyword phrases as close to the beginning of the title as you can.
- Use a different page title for each page. Give yourself as many opportunities as possible to target different keywords.
- Make it readable. Not only for search engines, but for your site visitors. What good is it if you get found, but no one can understand what you’re saying?
The next step to on-page SEO is to write a unique meta description for each of your pages. Meta description is the text search engines see as the description of your website and each indexed page. It doesn’t affect search engine rankings directly, but it does let a searcher know what your site is about and can be used to pull them in.
Integrating keywords within your website content is one of the main on-page SEO improvements you can make. This does not mean keyword stuffing, but it doesn’t mean focusing on specific words that you want to be searched for and ensuring that you use these words within your content.
Off-page SEO is more difficult to achieve and it amounts to nearly 75% of your search engine optimization value. The only way to really improve your off-page SEO is by having more relevant pages i on your website that are indexed by the search engines. And the only way to do that is to consistently create remarkable content that is relevant to your potential clients and reaffirms to the search engines that your site is about what you say it is about.