SEO

4 Elements of an Efficient SEO Strategy

Discover the 4 main pillars that will make up and uphold the structure of your SEO strategy.

In our first blog: “SEO For Small Businesses” we spoke abundantly about the importance of SEO, why we need it, why we have to place our focus on it and the reasons behind it and so on …

But now, we are going to discuss the 4 pillars of SEO that will shape your overall strategy:

  • Content
  • Technical SEO
  • On-Page SEO
  • Off-Page SEO


Content

Content makes sure that your website runs smoothly and the more relevant it is to your audience the better ranking your website will have on google, making sure that the more easily old and new searchers will discover it.

People need only 50 milliseconds to judge if your website is good enough for them to continue browsing or leaving immediately, which increases your bounce rate. Therefore, if you want to keep them for longer periods of time and eventually convert them to customers keep in mind the following factors:

  • Quality - a unique and well-written piece of content that provides value is a must have
  • Relevancy - does the information you provide matches the needs and expectations of content that your consumers have about you. Remember that the more relevant, the better your ranking on Google will be
  • Type of content - have a nice balance between text, images/illustrations and video to strengthen the opinion of your audience about you and make it more appealing to read and people to engage with your content
  • Keywords - certain phrases or words that capture the attention and expose your content on the search engines
  • Recency - new and frequently updated content are favoured from search engines

Try not to forget that the content is the backbone of your SEO. The meaning of your webpage is based on the information (text), images/illustrations, videos, tables, etc. The only thing you have to make sure is that your content must be found easily by searchers, thus, optimise your user experience by providing informational manu bars that lead the visitor to their desired place on your website!

Technical SEO

When we mention technical SEO we mean the way your webpage is found, crawled and indexed. As you can see this is a bit more serious aspect that we will try to break down so that it’s understandable!

So search engines like Google, Yahoo and Bing use spiders to crawl the internet to gather the information from the web pages they come across. All websites have certain codes built in them that give indication to the spiders with instructions of how they should crawl your website and place it (index it) on the search results:

  • A robot.txt file indicates the search engines where not to go. They are used to keep ‘spiders’ (crawlers) away from sections that can contain duplicate, thin, private information, also meaning that it won’t be indexed!
  • An XML sitemap is the opposite of the robot.txt, meaning that it will crawl and index the sections on the search results. 

Under technical SEO are also the meta directives that are in the form of a code embedded in the header of each webpage. They are not visible to the people but only provide information to the bots and how they should display your content on the page.

Let’s also not forget about the 3 elements that affect the usability - security (is it secure enough so that people can write private information), speed (how long searchers have to wait for the page to load), responsiveness (is it optimised to work on other devices as well). 

The final component is the site structure which acts like a guide that tells the search engines the priority of your pages on the website. 

This element of the SEO strategy is a bit of an overwhelming part, but when broken down into pieces and explained you start understanding the technicality around your website. When constructed properly it will easily allow your website to be crawled and indexed by the search engines.


On-Page SEO

On-site optimisation is connected with your content and HTML and it needs to be frequently reviewed and improved:

  • Page titles and Meta descriptions - in the form of tags in the headers of each page that indicate the engines to show information snippets on the results page. Note that page titles influence the ranking and increase the possibility of click-through rates, while meta descriptions are focused only on click-through rates!
  • Headings (H1-H6 tags) - helps breaking your text into easy readable parts by headlining important paragraph information. They help the search engines to recognise the tags as headers of a page or as a content section.
  • Alternative text - it is the text incorporated into an image that gives a written description of the images and helps the search engines identify a meaning behind it. 
  • Structured data - those are code snippets that offer the search engines correct information about what a webpage’s content is about, so that it can properly display it in the results of a searcher. 
  • Internal links are the clickable links on your website that allow users to click and be redirected to another page. They also convey a ranking power by transferring one page’s ranking to another on your website. 
  • Keywords - it is important to place your target keywords on your content for the relevant pages but it is also important to not go overboard with them, because you will look spammy and this will decrease your quality of work and affect your ranking.

Off-Page SEO

So you’ve got everything covered up to here, great! BUT an efficient SEO strategy is not entirely about optimisation, IT’S also about your presence and authority on the internet as a whole!

Even if you build the most perfect website the search engines need to KNOW and TRUST it so that it can place it on the SERP (Search Engine Results Page). 

The emphasis here is placed into these 3 points:

  • Links (internal and external) - we already mentioned that links pass authority levels between websites, because they have a certain power (trust) that also votes confidence to your page as well. The higher the authority level the better chances of ranking high as well. It is important to build your backlinks profile with quality links. There are numerous SEO Tools that can help you run checks on your backlinks to make sure the score quality is high and keep you away from spammy ones. 
  • Local search - by using google my business you can place yourself on google maps, which is a must, because when gaining reviews of your business increases the trust levels.
  • Social media - your social media profiles help boost your SEO, when you provide links between your website and social channels. 


Get in touch today.

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