Executionists 2013 Recipe For Superb Search Engine Optimization
Have you re-evaluated your website and search engine rankings strategies this year?
Search engines are one of the most important traffic drivers to websites. If you have a website you’ve probably considered the daunting task of making it more visible on search engines in order to get more eyeballs on your site.
Many website owners have heard phrases like “gateway pages” and “keyword density” or have been bogged down by techno-babble that has left them feeling that SEO is an amorphous beast best left to the purview of experts. This is a misconception because SEO isn’t just about getting to the top of Google, SEO is about optimizing content for people (not search engine robots). After all, that is what Google is trying to do…
In order to develop a website that efficiently ranks on search engines and converts your human leads into clients, you’ll need to integrate and consistently manage 3 strategic elements:
- Create fresh and original content (not canned / templated dreck)
- Serve it with effective user interface (UI) elements
- Then season it with some on-page SEO
These three website elements each have their own components and specific requirements. The 3 graphics below will help you get a better understanding of them.
There’s more quality content on the Internet than ever, now people are so accustomed to quick social networking browsing, they DO NOT read, but scan-scan-scan, faster and faster!
To prepare: Create nicely formatted pieces of content that help you achieve your content goals – signups, purchases, etc. Here are some main points to consider when compiling great content:
- Make paragraphs short. Really short. Even one sentence can be long enough.
- As people tend to scan text, make titles and subtitles 100% informative.
- Tell a story– people love them.
- Use the inverted pyramid writing style (starting with the most exciting facts and gradually adding more details).
- Using simple words (instead of complex terms)
- Use relevant pictures with captions.
- Use lists to make important points more prominent.
Google is more interested in user behavior than ever. Decent user experience data can be a crucial ranking factor of the future.
To Prepare: Make sure the elements mentioned in the picture above are in place and working:
- Minimize the loading time of your pages
- Make navigation visible and easy to use
- Use breadcrumbs for easier and quicker content browsing
- Make sure your pages are logically arranged into folders and have user-friendly URLs
- Customize your website resolution. The most widely used screen size is 1024×768, but keep in mind that your pages should work at any resolution, from 800×600 to 1280×1024 and beyond.
- Make pages easy to read (divide your page visually into easy to read modules, using images, headings and subheadings).
- Put the most prominent content “above the fold” – put key elements on top to make them noticed without scrolling the page down.
- Make use of the footer – add navigation links, quick contact data, a back-to-top button, etc.
- Use catchy call-to-action buttons. Make them big, make them clear, make them delicious and make sure they stand out in a web layout.
- Keep all elements consistent (body font, logo size, page background, link styles, etc.).
On-page SEO is a must for your site to be found in search. And as more and more on-page factors tend to influence the way search engines evaluate your site – you have to keep a close eye on each and every of them.
To Prepare: You need to combine the established on-page techniques with new SEO innovations. To be more exact:
- Search-engine-friendly URLs
- Optimized titles, descriptions, h1-h3 texts
- Optimized images: alt attributes, image file names, text captions
- Internal links to relevant pages and proper anchor text
- Unique content
- XML Sitemap
The most important take away from this search engine optimization lesson for 2013 is –if you don’t take care of your UI, content and on-page SEO, you’re likely to fall or stay behind: in rankings, in conversions, and in ROI. If your website isn’t properly optimized internally, your efforts off the website probably won’t yield substantial results. Truly optimized websites now require much more work than just filling your titles with keywords. All of the above mentioned activities should be taken into consideration if you want your site to be accessible and readable, and still have enough information under the hood for the search engines to pick up easily.
Author: Daniella Azencot