5 Tips for Your Website’s SEO
Wednesday, April 19, 2017
We are constantly working to improve the presence of our client’s websites in the search results, but as the search landscape changes and improves, so must we. SEO is a long game, a strategy that needs to be tweaked and developed over time, with that in mind here are few things we believe should be on your radar moving forward.
Content is not dead!
Content will continue to remain a constant need and there still needs to be a focus on quality over quantity. However, the way you are presenting your content needs to be considered.
The information provided in search results is intended to serve a purpose for the user. Long-form content has been performing well within search results; when done correctly, can provide a lot of value to users resulting in eventual conversions.
Semantics, is what it’s all about!
The real estate for “organic” search results is becoming more limited. The change in the presentation of ads in search results now serves up to 4 ads before organic results. The presence of the local maps pack knowledge graph results and featured snippets we need to provide the search engines with all we can about what our content and website are about.
The addition of structured markup to websites, including mobile sites, is important for search engine’s understanding of our websites and how to help them provide the best result for the searcher. This may help to gain you some of that additional, immediate answer real estate above the fold which we value so highly as SEOs.
Context is becoming more important!
As we continue to produce content for our websites, the language we use and the manner in which we write is becoming more and more important. We know that Google is interested in natural language and how they can better understand the intent of what a user searches. This definitely lends itself toward newer forms of search such as voice, but, as the intent is better understood, better content can be served.
We need to do what we can to help the search engines best understand what the content on our websites are about and who they are intended to help (this is why context is important). This may come from making sure we are not using words that mean multiple things when used differently, or have different meanings to different cultures. Or may come from more technical SEO strategies like semantic markup.
It’s a mobile world!
Desktop computer usage is by no means going away immediately, and there will likely be continued use of them for quite a while. It is no lie that mobile usage has skyrocketed over the past few years and is continuing to do so in many verticals across the world. After Mobilegeddon in April 2015, a term coined for the Google update that made being mobile-friendly a direct ranking factor in Google’s algorithm, and the investments being made into mobile search. It is clear that we have a mobile-first index, one that will index mobile friendly versions of webpages as the preferred version of the page. If your website is not mobile-friendly yet, it is time to do so!
Keeping in mind that both mobile and non-mobile versions will be indexed, it is best practice to serve the same content on both website versions. If search engines need to decide which version of a website is serving the best content as well as provide the best user experience, there is potential they may miss out on something of value to them if the two versions vary.
Even though your website loads fast, it may not be fast enough!
Website speed has been a notable factor of SEO for quite some time now. Continuing to ensure your website loads quickly in order to provide an optimal experience for users is key to success. The un-optimized website doesn’t stand a chance in today’s search landscape, especially if AMP pages become the next big thing! These Accelerated Mobile Pages are stripped down HTML versions of webpages created to load lightning fast on mobile devices and present content directly to you in the search results. Pretty amazing to think about and it might just be worth testing out to see how they work for you!
Remember, it’s a long game. These things can help you over time and are not an immediate game changer. You may have the need for some or all of these to keep up with the top players, but doing these may help you get or stay ahead of the pack!