SEO is short for Search Engine Optimization. SEO is the process of increasing the number of visitors to a website by ensuring that the website appears high in a search engine’s search results. SEO involves a number of strategies, techniques, and tactics to help rank a website high on search engines like Google, Bing, and Yahoo. This blog post features the SEO Pyramid which breaks down the four main areas that impact how well your website’s search engine rankings. The areas are listed in order of importance, with the base of the pyramid being the most important and the tip being the least important.
Here’s a brief explanation about what each of the four areas in the SEO Pyramid mean:
1) Design and Content
Making sure the User Experience is high on your website. This takes into account useful content, good design, and simple navigation. Starting in April 2015, Google announced that it would boost mobile-friendly websites in mobile search rankings. Some ways for search engines to measure the quality of your website’s content is to look at statistics like bounce rates, average time on website, and website loading times.
One of the ways that Google determines what to show in its search results is through keyword matching. Before you start writing your blog post, think about what people would be searching for on Google and the phrases they would likely use. Write your blog post title or page title so that it will be searchable. Then optimize your page by putting the right keywords in the Title, URL, Meta Description, and Content, and labeling your photos and videos correctly. This work can also be done on your videos (if you have any).
Having more and better quality links to your web page will improve it’s SEO. Google got famous for developing this idea. Link building is usually the majority of the work that SEO companies do. There are “good” ways to create links, and “bad” ways to create links (some people in the SEO industry refer to this as “White Hat SEO” vs “Black Hat SEO”).
The good ways (methods that search engines encourage) include creating good content in the form of blog posts, videos, or infographics, so that other websites will link back to your website. Other good ways are writing guest posts on other people’s websites, getting links from associations you are a part of, getting links from suppliers, and getting links from business directories. Bad ways of creating links would be purchasing links, using SPAM to create links, and many other “creative” methods. These so called Black Hat SEO strategies are discouraged by search engines, and the search engines are trying to find ways to penalize websites that use these strategies. But the reality is that search engines have only found ways to identify and penalize certain Black Hat SEO strategies, so some of these strategies still produce results.
4) Social Media
In the last few years, search engines have taken social media results into consideration. This includes likes, comments, retweets, repins, shares, and the endless things you can do on various social media platforms like Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram (to name a few).
Developing a Good SEO Strategy
Before you start any SEO work, you must be able to identify the goals of your website. Who is your website for? What do you want them to do on your website? And how will you measure whether your website has been successful or not? Your SEO strategy to help you reach your website goals and your business/organizational goals.
Some ways websites measure success is to track traffic to the website, new leads generated from the website (through signing up for a newsletter or sending in a contact form), and revenue. Once you have identified your goals, then you can develop an SEO strategy that will increase those results and also evaluate the successfulness of the SEO work that has been done.
Questions about SEO?
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