There’s a general understanding of what Search Engine Optimisation (SEO) is – it’s the magic you do to your content on your website so that it ranks higher in search engine results pages (SERPs) organically. You just pick a couple keywords and BANG. You’re done. Right?
SEO algorithms are constantly changing, so make sure you (or whoever is managing your website) remains up to date with these. Here’s a breakdown of the basics you should know to maintain a good listing on Google.
The original understanding that you need to focus on a few keywords on your website still rings true, but it does not stop there. This includes your title and image tags, inbound links etc. Search engines also look at your website for elements such as structure, design, visitor behavior and user experience (UX).
Be careful not to focus on too many keywords though as this will do more damage than good. They should appear in your content in a natural way, not listed unnaturally in a paragraph. I would suggest rather focusing on the intent of your copy rather than your keywords, and then work them into your copy afterwards. This way you appeal to your intended audience as well as keep your SEO on point.
Social media can play a role in increasing your organic website traffic as SEO now considers your social media activity. This therefore means that when you’re thinking about your SEO strategy, think about your social media strategy at the same time.
But even if you ranked well for a term, does that actually mean you’re going to see results?
If you rank well for terms not ideal for your business, then no. If you have a high bounce rate (people clicking onto your website then immediately leaving it) then this could be one of the reasons. If you do not correct this issue, the algorithm will pick up on the poor performance of the click throughs which will not only affect your SEO ranking but business conducted on your website
Another change which is in the pipelines is to penalize websites which appear too template-dependent or appear to produce content (such as blog posts) purely for SEO purposes.