A website’s rankings are not going to magically improve. New websites are not going to instantly have thousands of visitors. This is online reality. But there is something you can do about it.
Search Engine Optimization (SEO) is a tried and true method for increasing rankings, traffic, and sales. It is not rocket science and it does take effort, but with the right online tools, success is very possible.
Importance of SEO
Many people hear about SEO and know it is “good for business,” but most people don’t realize how significant a role SEO should play in nearly every firm’s marketing strategy.
The potential benefits of SEO are primarily focused on increased rankings, but the breadth of the effects of SEO extends far beyond, including:
- Increased traffic
- Increased conversions (sales, customers, or however you measure success)
- Increased visibility and branding
- Finding targeted, qualified, ready-to-purchase clients
- Long-term positioning
- Exposure to new markets and audiences
- Expanded branding opportunities
- Gaining industry authority
How to Optimize Site Content
A site can be optimized through a series of steps. Start with the title, header, and body content to make sure keywords show up in each of these areas. If the content is going to be an image, infographic, video, game, or some other item, include some written text on the page so the search engine will be able to index the page content and topic.
The title tag is one of the most important aspects of content to both the search engines and users. Search engines consider the title to be a short and concise description of a page. The title is used by search engines as the prominent description in search engine results, so a title should be descriptive and interesting for people as well as search engines. For users, the text in a title tag doesn’t actually show up on a page, but it is often displayed by a browser at the top of the window.
To optimize content, you need to make sure your keyword is found in the HTML title tag of your page. If your keyword is “SLR Digital Cameras,” the title for the page might be something like “Finding the Best SLR Digital Cameras” or “Best deals on SLR Digital Cameras” or something which includes the keyword exactly. In the HTML of your page the title tag should look something like this:
<title>Best Deals on SLR Digital Cameras</title>
The URL, or web address for the page, can play a minor role in affecting your rankings. When creating new content, try to use the title or keyword as the basis of the page name, using dashes between words. For example, your URL might look like this for the keyword “digital SLR cameras”:
Header tags (including H1, H2, H3, etc.) Using header tags to organize your content can be helpful to both users and search engines. For users, it makes it possible to scan an article quickly and find what they are looking for. For search engines, it gives you an opportunity to emphasize your keyword with respect to other text on the page. The H1 tag is the most important and should be used high on the page to indicate the title of the article or content. H2, H3, and H4 tags have some merit but aren’t required and can be used as subtitles to separate out paragraph sections. The HTML code of your H1 tag of your page would look like this:
<h1>Finding the Best Deals on SLR Digital Cameras</h1>