Search engine optimization is a “living, breathing” beast that needs constant work. Because search engines (primarily, Google) continue to develop better algorithms to deliver refined search results, your previous strategies might not have the killer results they used to give. So expect to change those tactics to fit current practices.
And here are eight search engine optimization tips that meet today’s standards:
1. Create exceptional content.
The kind people will want to share—repeatedly. Moz founder Rand Fishkin knows this to be true. By producing interesting, one-off content, Fishkin shares that his business spent no more than $200 on marketing efforts in the first five years of its existence.
Also, when people share your incredible content, your website gets more inbound links. Inbound links still influence search engines. It not only helps with your SEO efforts but also gives you more referral traffic, meaning more brand exposure and potentially more sales.
2. Blog—it’s good for you.
Blogging creates micro-conversions. Micro-conversions keep your website, your brand top of mind for customers who need what you are offering.
3. Write what you know.
Before you drive yourself nuts with long tail keywords and keyword placement, focus on writing expert content. If you’re not as comfortable with your knowledge as you should be, hire people who are experts in your subject or field. When you generate expert content, search engines take notice of your authority and rank you accordingly.
4. Optimize your website.
Content is crucial, but so is the technical aspect of your online presence. For starters, your Web design should consider mobile accessibility. Mobile users are growing every year, and industry insiders predict they’ll overtake desktop users. If your website isn’t optimized for mobile use, you will lose valuable opportunities.
Other technical aspects to focus on are duplicate pages and content, broken links, and onsite navigation.
5. Test your CTAs.
You want people to do something, right? Sign up. Buy. Inquire. Share. You need more than compelling call-to-action language. You need the right elements: the color of the buttons, the placement of your CTAs, and other more encouraging elements. Test to know what works for your brand and your market segment.
6. Earn hard links.
Again, this goes back to gaining authority in your market with expert content. When you generate enough compelling posts or articles, you may get invited to write for relevant publications with high standards. This is an example of a hard link (i.e., you worked hard to get it).
Search engines tend to give better ranking to pages with valuable links.
7. Use multi-media.
People don’t want to read. They prefer to look at images, watch videos, or listen to podcasts. The more multi-media content you offer, the better traffic you’ll get.
8. Don’t OD on SEO.
Finally, the key here is to “optimize” and not “over-optimize.” Overly optimized websites will lead to Google penalties. But this goes beyond keyword stuffing; it’s about using multiple H1 headers a page, using non-branded, keyword-heavy URLs, linking to toxic sites, and using keyword-rich anchors for internal links.