Search engines represent the beginning of 90% of online experiences. The top five earn about 70% of all clicks. As the joke about the topic goes, if you want to hide a body, put it on the second page of Google! Performing well in search engines can also have a big impact on conversion, as research by marketing consultancy Custora showed.. According to the survey, users who arrived at a site through Google were more open to purchases and willing to spend more.
In other words, have a strategy aimed at achieving good results in organic searches? those performed spontaneously by the user on search engines such as Google, Bing and Yahoo Search ? are critical to the success of your business in digital media. This work is called Search Engine Optimization (SEO) – a set of techniques created from search engine parameters and algorithms. Get to know 15 of them below to leverage your page:
Google’s logic boils down to offering the best user experience, which means offering the best content, faster, safer and more complete. Therefore, the SEO work starts much earlier, when planning your business and your communication. You need to have a good understanding of your target audience, their problems, their pain, how they look for solutions to these issues, and their behavior in every channel and touchpoint. It is this survey that should guide your SEO strategy, based on the definition of keywords.
2) List the keywords:
Start listing the most relevant search terms, which should be of the long tail type, which bring more specific terms and are essential for good targeting and ranking, and the head type, which are shorter and therefore generic. This article from the Rock Content content agency brings details of the difference between each type and how to use them. The Google Keyword Planner Helps you search for alternative terms for your keyword, which doesn’t necessarily have to be a word. Also take the opportunity to do a survey of competitors, researching the URLs of their websites.
You also have at your disposal the “Suggest” function, which brings a list of options to complete a term that is being searched for and the “related searches” that appear at the bottom of the page. They’re good thermometers of what’s hot on the search engine. With planning and keywords in mind (and in a document!), get to work, because work abounds. There are more than 200 factors, which can be divided into two categories – on and off page. On page refers to items on the page itself to be optimized and take into account the user experience, such as titles, texts, design, usability and performance.
3) Improve performance:
The first tip on page brings the maxim “time is money”. According to Pingdom , which has a tool to test the speed of websites, the average time is five seconds, but Google professionals such as Maile Ohye and John Mueller have already spoken out a few years ago, stating that two seconds would be the limit for good performance. The expectation is that e-commerce sites, for example, take less than half a second. And from July this year, as Google explains in this article , page speed will also be a ranking factor for searches made from smartphones.
4) Have friendly URLs:
User engagement and trust start with the URL, which encompasses several factors. Therefore, have URLs that can be easily read by users, without symbols and codes, and that are related to the content they refer to. Preferably, it also contains the keyword. But it’s no use exaggerating and repeating the keyword for example your keyword is Royal Princess and you are using royal princess and princess royal in your article, as consistency also goes into the Google account. To make the URL even more intelligible. Separate words by dashes or underscores, which are not read by search engines, instead of other characters or spaces. Some servers are case sensitive. So why take risks? Choose lowercase characters. The “less is more” logic also makes perfect sense when it comes to URLs. Give preference to shorter ones, but again without exaggeration.
5) Pay attention to the title of the page:
According to Moz? set of tools for analyzing and improving website performance ? “title tags” are the second most important factor for SEO on a page, after content. The title is your address’s business card. It’s what shows users and search engines that you have what they’re looking for. Therefore, each page must have a title, always taking into account the search needs of your audience and, therefore, containing the keyword. According to Neil Patel, considered one of the digital marketing gurus, the earlier it is, the better. As space for presentation of the title is limited, also limit the size of your title. Texts that are too long can appear cut off and the user loses information and titles that are too short can be vague. Try to keep them between 50 and 68 characters.
6) Create relevant content:
You’ve already seen here that content must be planned according to the needs of your target audience and must respond to the problems and questions that surround you. The keyword, therefore, is also fundamental in it, but it needs to be contextualized in a way that makes sense. That is, don’t load the text with keywords because search engines already have enough intelligence to notice these devices that make the text less attractive and relevant to the reader.
7) Optimize meta tags:
Meta-tags are like tags inserted in the HTML code, which are intended to pass relevant information to external programs, such as search engine robots. In order to better identify the page where it is inserted. One is the meta description? the summary of the page that appears on Google. Having a meta description with your main keyword is critical. Also, if you don’t have a summary, Google will find one for you, which might not be good: you’ve probably seen sites with an ellipsis at the end of the description, for example, haven’t you? Respecting the 156-character limit is also part of the job. As in addition to having a complete message, you avoid having your page classified as spam. To get deeper into meta tags, read this Google article on the topic.
8) Optimize title or header tags – H1 to H6:
Title tags are ranked hierarchically from H1 (the title or header) to H6 (subheads). They highlight the topics covered on the page, demonstrate the general context and the degree of importance of the keywords within the whole. For best practices, it is recommended to have only one H1 tag per page so that the main word’s strength is concentrated on it. In addition to the content, the form, that is, its formatting, is relevant. H2 has gained more relevance. Therefore, work the keywords and complementary terms in the subtitles and always try to respect the hierarchy, which follows ascending order.
9) Optimize the images:
Robots don’t read pictures, but you can translate them for them. Doing this strategically is another plus for your result. For this, use the “alt tag” ? an “alternative” text that brings an identifying “tag” to the image. Users also benefit from the practice. As it makes the image more accessible and understandable in case the picture is not loaded.
10) Bet on internal link:
Through links that refer to other interesting and related content on your own page. You show Google the depth of the page, in addition to offering a more complete user experience. But internal linking should make sense and be used with common sense, because, as we’ve already highlighted here. User experience is always Google’s motto and, therefore, should be Google’s strategy too.
These methods will rank your site within days. Please share your feedback about this article in comment section written by Akbar Ali ASO expert @Files Studios