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How to improve your Search Engine Optimization (SEO)

Here are some tips you can use to ensure your businesses website shows up higher in the organic rankings in Google. Search Engine Optimization or SEO is used by marketing professionals everywhere to enable your business to be fully visible on the most popular search engine to your customers. This will help to direct traffic to your site naturally without having to pay for ads.

search engine optimization organic example
Pro Digital Services SEO

Publish Quality Content

Making sure that the content you have published on your site is relevant and provides value to your audience is vital when working on SEO. In fact, this is the number one driving factor that will make your site visible to customers. This may require you to work on your web writing skills meaning to write in such a way that you identify and target specific keywords & phrases for the different pages on your website. To accomplish this, one must think like their ideal customer, and what they may search for on Google. In my opinion it has become more important over the last number of years to identify your audiences search phrases as opposed to specific keywords. E.g. "How does a digital marketing agency optimize my search engine visibility" rather than "SEO" or "Digital Marketing".


It must be noted that each page on your site can target one specific set of keyword phrases. Your SEO efforts will most likely not pay off if you are casting a net too wide. Narrow down, and target specifically. Your chosen keyword phrases should appear, fully or partially, in the URL of that page, the title of that page, or in the headings/subheadings of that page. Do not be repetitive and include it in all three but keep in mind that it is important for at least one. You can still repeat your keyword phrase throughout the paragraphs on the given page but ensure that each paragraph still reads well. The rule of thumb that I use for this would is what I like to refer to as, 'The 2, 4, 2' rule which goes like...

  • 2 x in the opening paragraph

  • 4 x in the main body

  • 2 x in the closing paragraph.

Using tools such a BOLD, Italics and Underlined features is great for your search engine optimization as it highlights your keyword phrases.


Post New Content Regularly

The more you publish new content, the more Google will view the site as being relevant. If you do not regularly update your blog, gallery, product pages, you run the risk of your page becoming ghosted, meaning Google no longer recognizes your content as valuable.


Make sure to keep an eye out for this and make it a business goal to update your site at least once a week minimum in order to risk becoming invisible to your audience.


Metadata

In brief, Metadata is "data that provides information about other data" aka 'Data About Data'.

When building your website, each page will contain a space between the <head> tags to input this metadata, which will display information about the contents of that specific webpage.


Metadata SEO Example Pro Digital Services
Metadata Example

However, there are three types of metadata to be considered...

  1. Title Metadata- responsible for the page titles which can be seen on top of a browser tab & as the primary headline in search engine results. This stands as the most important metadata on your page.

  2. Description Metadata- Think of this as a snapshot of your webpage that will entice customers to enter, like looking in a shop window. It is a brief (2 sentences) description of what your site contains.

  3. Keyword Metadata- Not often used but still important to include a variation of phrases that will help you to appear ahead of your competition.

Include Links

It is important that you include links in the body of the text on your site as this will allow you to not only provide call to actions which is rich within search engine rankings algorithms, you can use the keyword phrases to tag other pages on your site. Remember to try create relevant links inside the text. For example; Pro Digital Services.


DO NOT include "CLICK HERE" links as this will not help Google to allocate tags to these links. Instead write the name of the destination and incorporate it into the body of text.

Another advantage of this is that it is accessible by people of certain disabilities who use screen readers to access your site.


Alt Tags

If you use amazing video and image-based content on your site, it is crucial that you take the time to include a short alt-tag descriptions or "alternative tags" that will help Google to recognize these increasingly valuable sources of content. Visual content is processed by humans 60,000x quicker than traditional text and has a higher retention rate within our memories. This is why whenever you use videos, images, datasheets etc. that you include just a few words that relate to what can be seen or what is included in it.


Alt Tag example SEO blog.
Alt tags example


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