Search Engine Optimization, or SEO for short, is an online marketing tactic used to organically grow a website’s visibility within search results. It involves both technical and creative strategies, and requires the optimization of both on and off-site elements.
At a very high level, there are three main job functions that a search engine performs: crawling, indexing, and delivering search results to users via a complex ranking algorithm.
“Web crawlers” are used to discover webpages on the World Wide Web. These crawlers parse webpages and follow links from one page to another. As they crawl, they gather and pass data about each page crawled back to the search engine’s servers. Each time a new crawl begins, it starts with the list of websites accessed during the previous crawl, as well as by parsing sitemaps that have been directly provided to the search engine by website owners. With each crawl, search engine bots know to pay special consideration to new websites, new or changed content, and new or broken links.
After search engines crawl the web, they must make sense of the data collected. From the pages gathered during the crawling process, an index is created to help the search engine find specific information so that when a search is performed for a given query, it can be matched to a selection of webpages containing that query.
We wish it were as simple as matching keywords to pages, but search engines have grown to be much more sophisticated than that. Search Engines, like Google, have algorithms in place that take over 200 ranking factors into consideration. In fact, Google’s indexing process is capable of notating many different aspects of a page – for instance, when it was published, if it contains pictures and videos, the quality and quantity of inbound links, and much more. Each time a query is entered into the Google Search box, these algorithms consider the 200+ factors to help determine search intent, and then, deliver only top quality webpages that provide the most relevant answer to the search query made.
While new ranking factors are added and tested all the time, there are a few basic SEO tactics and strategies that have been agreed upon for some time. This guide is meant to help you leverage those basic SEO fundamentals so that you can drive more organic traffic to your website!
On-Page SEO involves optimizing the various elements of a webpage that can impact where a page will rank in search results when a given search query is made.
Without content, a crawler has nothing to crawl and nothing to index. Content is the reason a user would want to find your webpage in the first place.
This is why it is extremely important to create quality content for each of the pages you hope to rank within search results. As a rule, good content should meet a need or demand.
You can add and update pages and content at any time within SiteViz Premier’s page editor:
Title tags, also known as ‘Window Titles’ can be found in the browser tab of a webpage. They also appear as the title of the search result within search engines. These tags serve to define a title for the webpage, and should effectively describe an online document. Aside from overall content, title tags are the most important on-page element of SEO.
SiteViz Premier will generate a window title automatically based on the page name entered, but you can edit and optimize this field at any time within SiteViz Premier under the ‘Content Optimization’ section of the page editor:
Description tags provide a concise explanation of a webpage’s content and are commonly displayed by search engines on search engine results pages. While not used directly by search engines in their ranking algorithms, description tags serve to inform searchers what a given page is about, and if employed effectively, can improve clicks to your website from search result pages.
Meta Descriptions can be added and edited under the ‘Content Optimization’ section of SiteViz Premier’s page editor:
Heading tags are generally used to display page headings and other prominent text on a page. They are one of the many ranking factors used by search engines to determine the topic area of a given page.
The Heading 1 (H1) tag can be edited under the ‘Name’ field in SiteViz Premier’s page editor:
If your content will be long form, help both search engines and users to scan and parse it more quickly by defining a heading hierarchy.
Heading 2, 3, 4, etc. can be designated within the SiteViz Premier page editor:
Images are another signal search engines use to determine page rank. Since search engines cannot read an image, it is important that the image file name and the image alternative text describes what the image represents.
Alternative Text can be added within SiteViz Premier’s page editor by right-clicking on the image, selecting ‘image properties’, and specifying your alternative text within the respective field:
Links are still one of the most effective ways to improve your SEO. After all, without links, Google would not discover new content.
Backlinks, or incoming links from an external website or blog, from credible, high authority domains signal to search engines that your content is very useful and relevant.
The bad news is, getting links is not easy and must come naturally over time. Black hat tactics like buying links, no longer work and are in fact risky, as this practice can cause Google to remove your website from their index completely.
Good link building stems from good relationship building. An active participation in relevant online groups and communities can help to gain your website some quality backlinks.
By starting a blog on your website, you can become a resource to your visitors and give them a reason to check back often for new information. If you keep at it and promote it enough, you’ll eventually gain links and build authority.
Reach out to industry relevant websites and volunteer to contribute content in exchange for a link. There are many websites and blogs looking for content to publish. Identify those websites relevant to your line of work, and submit your content.
Social media marketing and SEO are two different, but closely intertwined online marketing strategies. While the approaches may differ, the end goal is the same: Both are forms of inbound marketing that strive to attract visitors via a strong online presence.
Search Engines pay attention to the number of followers and connections your brand has made on social media, and this influences rankings. Focus on attracting new followers and connections organically.
Social media is the perfect stage to display the content you’ve worked so hard to optimize. It can be leveraged as a form of link building because it encourages external websites to link to and share your content. The more quality links you receive, the more authority you’ll earn in the eyes of search engines.
Google indexes the whole web, including the content you publish to social media channels. Use this to your advantage!
When it comes to local SEO, online listings are priority. Local business listings are essentially online profiles that list out important information about your business.
Every business with a physical storefront should claim, verify and complete listings per location. Below are some of the most effective and popularly used platforms: