So what can you do to ensure that your website makes the cut? Here are some search engine optimization (SEO) tips to get you started:
1. Focus on the Big Players
While there are thousands of search engines available on the web, Google is responsible for 55-65% of all searches and Yahoo and Microsoft Bing each garner about 15-20% a piece. If you have to manage your resources, make sure your focus is on these three big names, primarily Google, which can account for hundreds of thousands of organic traffic hits a year.
Does this power imbalance have you pulling at your hair? GoogleSearch.Sucks can help you voice your frustrations or get feedback and share best practices with other SEO experts.
2. Know Your Search Engine Keywords
More keywords on your pages and in behind-the-scenes tags, will raise your search result ranking. However, if there is a disconnect between searchable keywords and what your site is actually offering, visitors will bounce. Research the best and most highly searched keywords in your field using free (or paid) tools like KWFinder, Keyword Explorer, Keyword Tool and SEMrush.
If you don’t want to pay for these services, cycle between each site and use the free searches on each. Most allow about two before you have to subscribe, and refresh within 24 hours, so plan your keyword research in advance to save yourself some cash.
3. Don’t Overload Keywords
While keywords are the road to discoverability, too many keywords packed onto a single page or site will be flagged by search engines. Search engines scan your site’s content with programs called “crawlers” to determine where you should fall in the rankings. Overloading keywords, particularly if they don’t adequately reflect the content or product you are providing, will get you penalized.
If you’re struggling to find that perfect keyword balance, use BeingInvisible.Sucks to connect with other like-minded website owners, and trade ideas.
4. Use Meta Tags
Meta titles and meta descriptions are deeper explanations of what you are and what you do. They aren’t the outward-facing content of your site, but rather work in the background to tell search engines what you’re all about. Different web hosting platforms offer different ways of managing meta information so make sure you are familiar with whatever method works for you.
Be sure to keep an eye out for opportunities to update your metadata according to popular trends and current events (where relevant) to attract new viewers and users on a regular basis.
5. Use ALT Tags on Images
ALT tags (short for “alternative tags”) ensure that search engines can read the images on your site. Search engine crawlers can’t read graphics, even if they’re filled with text that contains relevant and important keywords. ALT tags can be used to describe the content of visual media that would otherwise be unreadable to these programs. ALT tags are also useful for readers who are visually impaired or who otherwise require accessibility assistance, as they can help these readers imagine the content of each visual asset.
6. Link to Social Media
Link your website to your corporate social media accounts on Facebook, Twitter, LinkedIn and any other channels. You should give your audience more ways to engage with your brand—there’s no point in managing all these channels if you’re not directing traffic there. Not only will linking these sites improve traffic flow to/from your website, but the more your site links are available across the web, the more discoverable you will be to search engine crawlers.
The Takeaway
SEO can deliver thousands of new hits to your website or it can leave you in the dust. Make sure to take advantage of these optimization tips in order to stand out in the digital crowd.
Feeling defeated that your site doesn’t show up on the first page of Google search results? Join the conversation today and learn how others are optimizing their sites for better results.
Photo credit: Shutterstock / Sirirat, Shutterstock / rawpixel, Shutterstock / Rawpixel.com, Shutterstock / areebarbar
