Tips for Optimizing for Organic Search
Ranking your website at the top of a search engine is the goal of nearly every site on the web. You are competing against not only your competitors, but a slew of other potential sites.
To start though, you may want to read our recent blog about keyword research. In a nutshell, it outlines how to come up with the best keywords that are related to your business. Not only the ones that have the highest search demand, but also the ones that convert the best. So, let’s just say that you’ve got this part buttoned up. You know what your top converting, most lucrative keywords are. How do you get your site to rank well for those keywords?
It’s a good idea to visualize the search engines as being blind. They can’t really see images, so while a picture is worth a thousand words, it’s important to maintain a balance for your visually impaired search engine bots. That mainly boils down to keyword-focused content. Long gone are the days when cramming your best keywords into your pages a dozen times worked. Now, you’ll need to be a little more surgical. Use your keywords in different ways.
Latent Semantic Indexing (LSI) is a search engine indexing method that identifies patterns in the relationships between terms and concepts. The words “hot” and “dog” have simple meanings, but put them together and suddenly it has a different meaning. Search engines are able to understand language better. So, what does that mean for SEO? It simply means that using synonyms and other related language is natural and can assist the overall topical signals of the content.
Write your content in a way that weaves in your top keywords in a natural language. Use variations and content that supports the overarching topic.
Title tags are still given weight in the search algorithms, so be sure to write aclear title tag for each page. I generally start with my top keyword phrase (this should already be supported in the content) as the first part of my title tag and then end with the company name and possibly a CTA such as this: Digital Marketing | Moxē – Request A Free Website Audit.
Notice the main key phrase, “Digital Marketing,” in the front portion, then the company name, and then acall to action (CTA). Since Moxē is short, I felt the CTA would be fine to add in here. These title tags sometimes make it into the search engine result pages (SERPs), so having that offer show up in Google’s search results might entice a person to click to our site. Do that for all of the other pages of your site. Duplicate or empty title tags are a wasted effort. Keep the length to under 60 characters.
It’s also a great idea to run a good site audit on your site to identify and remediate any web site errors. Rerun these site audits every once in a while, especially if you update your site with a regular cadence. There’s more that can be done but this is a good place to start. Build good keyword-centric content, fix website errors, optimize your title tags and you’ll be lined up for success. Stay tuned for more articles to get your site higher visibility.