SEO is an integral component of a website’s performance. If a site is not optimized with keywords that reflect it’s content and doesn’t have backlinks from respected sites, it won’t show up when someone searches for it. Well, it might show up on page 3, 4, or 17, but let’s be honest—no one goes past the first page.
Gaining traffic and awareness come only when a plan is carefully crafted; it must involve keyword research and networking structured around the site’s unique goals. Every site will have its own SEO strategy that works to complete the desired goals. SEO used to be all about keywords. It still is, to a point, but it has grown to be so much more. It is entwined with content marketing, web design, and marketing. Here are some of the need-to-know best practices in SEO:
- Owning Long Tail Queries
Long Tail Queries are super-specific phrases that searchers use. For example, the long tail search for “black wool jackets under $100” will bring a searcher more relevant results to what they’re looking for versus searching key words “black jackets”. The best part about optimizing for long tail queries is while they may have less traffic is that it also means less competition. Not to mention you’ll be gaining traffic from a group of solid potential customers and not someone who meant “black track jackets”.
- Writing How You Speak
Since Google’s “Hummingbird” update, it’s become increasingly important to write exactly as you would speak, using “conversational speech” in optimization efforts. An SEO specialist is versed in how to write for the web and knows that Google favors natural-flowing speech over mechanical, stiff phrasing.
- Quality Over Quantity
Using good keywords over and over again isn’t going to help your rankings; neither are links to your site from other low-ranking sites. In fact, these tactics will hurt them. Today’s SEO focuses on the context of web pages. The best practice is to use keywords only where they fit, discuss niche and related products if applicable, and have original, useful content that is valuable to users. Fluff need not apply.
- Full Service Integration
Good SEO is not freestanding; it needs support. This support comes from marketing pieces that are directly related to your content, for example: an info graphic that is easily shareable on social networks, optimized with keywords, and distributed to the right areas. Achieving good SEO involves a comprehensive digital marketing plan that connects each component with actionable data. Each marketing effort is only a slice of the pie that makes up the whole.
In order to be successful, these tips should always be a part of your SEO plan. No matter what your site’s goals are, knowing strategies like these will help you on your journey to Google’s first page!