Search engine optimization (SEO) is the foundation of being found online.
In fact, it’s often considered the core of your digital marketing presence. Without fundamental SEO, it’s difficult to rank on the SERPs, but more importantly, it makes it challenging to offer a great user experience for your site’s visitors, track your website’s metrics and pinpoint any technical/internal issues your site may be having.
To help you get started with marketing your website, below are five fundamental SEO components you should employ for optimal results.
1. Implement descriptive titles and descriptions for every page
Every page on your website should have completed metadata. This means providing titles and descriptions for every page on your website.
Titles should be comprised of keywords that address what is on the specific page. Descriptions, which are displayed in search results, should not only contain those keywords, but should entice people to click on your result.These titles not only tell me exactly what I’m going get when visiting these pages, they also make me want to click the result.
2. Choose keywords that accurately describe the purpose of each web page
While we’re talking about titles and descriptions, when choosing the keywords and phrases for each page, you MUST accurately describe the purpose of each page.
You might be tempted to give yourself a better chance of ranking under a highly competitive phrase by stuffing irrelevant keywords into the title, but I advise against it. If the content doesn’t support its metadata (title and description), you’ll end up hurting your website and you might even dissuade your visitors from returning.
Let’s pretend you’re Goldie’s, a golden doodle dog breeder in Buffalo, NY, and you’re putting together your Contact Us page. This page has your contact information and a form requesting more information about available dogs.
Here’s an example of what not to do:
Title: Golden Doodle Dogs For Sale | Golden Doodle Puppies | Golden Doodle Dog Breeder in Buffalo, NY
Description: Goldie’s Golden Doodles is a Golden Doodle Dog Breeder in Buffalo, NY. We have Golden Doodle Dogs For Sale and Golden Doodle Puppies.
Instead, try this:
Title: Contact Goldie’s Golden Doodles in Buffalo NY | (716) XXX-XXXX
Description: Contact Goldie’s Golden Doodles in Buffalo, NY at (716) XXX-XXXX or visit our website to learn more about our available Golden Doodle puppies.
3. Install Google Analytics and Webmaster Tools on all web pages
I’ve said it before and I’ll say it again, installing Google Analytics and Webmaster Tools is one of the most vital elements of marketing your website. These FREE tools provide you with valuable information about how your visitors use your website and the state of your website’s health.
Google Analytics tracks website metrics including:
- Website traffic
- Where your visitors come from (organic search, paid search, direct, social media, etc.)
- Pages visited
- Time spent on the website and pages
- How your visitors move through your website (behavior flow)
- Bounce rate for the site and individual pages
- Where (geographically) your visitors are located/searching from
- Conversions (you have to set them up)
Webmaster Tools keeps you updated with information about:
- Errors on your website
- Search queries
- Areas for HTML improvements
- Links to your website
- Security issues
If you don’t have Google Analytics or Webmaster Tools installed on your website, here are the links for getting started:
4. Utilize H tags on all pages
If you’re not familiar with the term, H tags are heading tags. Just as it sounds, H tags are the headings on website pages. With tags ranging from H1 tags to H6 tags, H1 tags (main heading) are the most important ones and should be used on EVERY page of your website! Your H1 tags should offer a basic description of what’s on the page (kind of like your page titles and descriptions).
Relevancy is an extremely important element of SEO, and heading tags are not only great to “show the search engines” what the page is all about, they’re also perfect for splitting your pages into sections for easy consumption. Make sure your H1 tags are not the same as your page titles – they should be unique while still addressing the content of the page and they should NOT be stuffed with keywords.
Here’s an example of an effective use of H1 tags, The Springs Events, website:
Page title: Wedding Venues & Reception Locations in Texas | The Springs Events
Page H1 tag: Your Unforgettable Rustic, Elegant Wedding and Reception
5. Optimize all of your site’s images
People love visuals and when it comes to your website, they want to see pictures of your products and/or services in action.
In addition to making sure your site is full of visually appealing images and other visuals (graphics, videos, etc.), make sure you optimize them with alt text and image titles.
Optimizing your images with alt text gives them the ability to rank in the search engines. It also makes it easy for those who disable images from loading on their device to know what’s on the page.
By providing image titles, you’ll make it easy for the search engines to know what the image is, for people to know what the image is, and for easy sharing on social media.
There you have it: five fundamental SEO components for online success.
Still not sure where to begin? Contact us at RCS Technology Solutions, LLC , 978-606-5432 or Ron@RCSTechnologysolutions.com