SEO is all about getting more organic or free, natural traffic from the search engines to your website. Therefore as business owners, marketers or anyone who has a website, it’s important that we understand what strategies to put in place to drive this much-needed traffic towards your business.
The 3 optimization strategies to use for the best SEO are:
- On page optimization
- Off page optimization
- Technical optimization
By getting these 3 components right, you will see more organic visibility and traffic to your site. So let’s talk about how to use each one of these strategies.
On Page SEO Optimization
On page optimization is primarily about using the right keywords on your site – both the target keywords and the terms related to your main keywords. So if your main keyword is “direct mail marketing” then you want to make sure that you also have on the page words such as “printing”, “postage” and other terms that are directly related to your core term.
You also want to make sure that those keywords are present throughout the whole site. This does not mean overly repeating the keywords or focusing solely on keyword density; it’s more about having the keywords present naturally throughout the website. It means having your core words in your title tag and meta description (and well written and engaging so they earn the click from the search results), image alt tags, headlines and your content of course.
Speaking of content – your content needs to be substantial and well written so that you can pull and hold your visitor’s attention. This is especially important since Google’s Panda update.
Thin pages rarely rank well so you want to make sure that your core pages- the pages that you want ranking – have a sufficient amount of content. This will vary per industry, but 250 words on a page is a great place to start. Over 1,000 words per page is even better because you want to have enough keyword rich content for search engines to grab onto.
Off Page SEO Optimization
Off Page optimization is mainly link building – getting other websites to link back to your site. Since Google’s Penguin update was released link building has changed a lot, but what you need are links from trustworthy websites. It’s best to have links from relevant websites, but it’s not an absolute necessity.
Links from websites with a lot of authority such as high-quality business directories (i.e. Manta) and well regarded local directories (i.e. Yelp) will also help. Even paid directories that have strong domain authority (i.e. AbiLogic) can be a good option for link building as they have an actual human moderating the submissions.
Some other good link building sources include:
- You can get links from good quality blogs in the form of guest postings
- Natural links can be earned from just writing great content.
- Blog commenting, if done well, can be used to generate links and traffic to your site.
- Sites that have resource sections are great to pitch to if you have informative material that will add value to their page.
Lastly, as part of your link building, you want to vary the anchor text you use so that it looks more genuine. Anchor text is the clickable words of the link.
If you are aiming for local SEO optimization (like on Google Maps) citations are really important. Citations are the presence of your name, address and phone number on the internet (called NAP) and a common way to create them is via local directory submissions.
Your NAP needs to be consistent across the internet because Google uses this to verify they have the right information on you. So you need to use the same NAP on your website, Google Maps profile, Yelp and all other directories related to your business. This consistency is a ranking factor for local SEO.
Technical SEO Optimization
Technical optimization is ensuring that your website is technically very strong. What this means is that it has a really good Google PageSpeed score, no broken links, no duplicate content, clean URLs, is mobile responsive, has compressed images and more.
A technically sound website is not only important to boosting your rankings but to gaining and keeping visitors on your site as well. If a visitor doesn’t have to wait long for your website to load and doesn’t encounter broken links, for example, they are more likely to convert into a lead or sale.
In summary, none of these strategies work best by themselves – yes, you can still get results – but you’ll get real results when all these optimization strategies are used in conjunction with each other.
Doing so will most certainly boost your organic traffic and visibility.