Search engine optimization (SEO) has been a moving target since its early beginnings.
As search engines such as Google change the way they rank and display sites in a search result, business owners and web developers have to evolve in order to keep their site at the top. There are several techniques that can help your site improve its SEO ranking.
“Today, successful SEO strategies have to incorporate diverse components including brand building, mobile optimization, content marketing and social media integration,” according to Jayson Demers of Entrepreneur.com.
While that’s a big list to tackle, every business can start with these simple, powerful techniques.
First, the principal rule of SEO has long been that content is king. That rule still applies today.
But more than ever before, content must be targeted to your audience. Focusing content on your customers’ wants and needs is key.
It’s also a good idea to think of the psychology involved in a customer searching for your site. Using a certain keyword on one page to sell a specific product may not be appropriate on another page.
To maximize your SEO, learn the implicit and explicit conversation your customers are having in their own heads while searching for you and use different keywords to help them find you more easily.
Second, you must be involved in some form of social media. Search engines rank sites with a social media presence higher because it tells the search engine that their content has a wider reach.
The tricky part here is choosing the right social media platform for you and your business. While Facebook and Twitter have dominated the public perception of social media, there are many other choices that may be better suited to your business.
Finally, linking is not dead. Having your site linked from other, related businesses is crucial to SEO rankings, since it shows you are relevant to other people.
Links provide something similar to a professional reference on the web, and tell search engines and the public that you’re a trustworthy, reputable business. However, be careful about using any devious practices with links or using a third-party link building service.
Links need to be used organically and have relevance for all involved parties.
All three of these techniques are at the core of SEO today, and form the driving force behind getting your site found in organic Google searches. These proven methods are some of the fundamental ideas we teach in our SEO classes at the Digital Workshop.
While there are many other ways to continue optimization, you can begin with these techniques and start driving more people to your site.
[Originally posted in the Coloradoan on 2/27/2014]