Learning Search Engine Optimisation (SEO) for the first time can be bit intimidating as there are so many elements involved. Being able to stand up with your high-ranking competitors means learning a lot of techniques and strategies to ensure that your brand stays on top with the search engines. Even the best SEO specialists who have been working on it for more than a decade need to continuously learn new techniques as Google continues to release new search engine algorithms and updates.
Of course, there’s always going to be a learning curve to get you started, and once you’ve got the basics under control, you’ll still need to continue catching up on all new strategies and tactics that are constantly evolving. But don’t be concerned – while there are many factors and components to learn about SEO, by breaking them down to the key fundamentals, you’ll find that it doesn’t need to be that complicated after all. Here are the top 7 things you need to know about developing a great SEO strategy.
- Look at the big picture. Before you master any optimisation tactics and techniques, you should understand first that SEO is important to improve your content and your authority. The goal is to optimise your site to keep it at the highest rank in searches. Your content needs to be relevant to what your audience are searching for, and you can improve your authority (how trustworthy Google thinks your site is) by internal linking.
- Optimise your website title tags. These are the titles for your website pages, and they give search engines a clear description of what the page is all about. As an example, let’s say you’re starting to think about your internal links, and you want to get a better grasp on why they’re important. A typical search for this might be phrased as “why are internal links important for SEO?” Based on this search request, Google will understand the intent of the search and serve up results that most closely align with the full search request (as opposed to giving any results that contain the words internal links or SEO).
Your headers and sub-headers should also reflect your content because Google also does some crawling of the text on your page. The trick is to strategically place keywords throughout your content.
- Keyword research. We’ve said it before but the right amount of both short and long-tail keywords peppered throughout your site will reap plenty of SEO rewards if you get it right. Accurate keyword research is a fundamental building block that will drive traffic to your site.
- Develop high-quality content that appeals to your audience. Effective SEO copywriting is all about creating helpful, persuasive and constructive content that targets specific keywords and motivates other people to promote it on social media platforms. This increases the authority and relevance of your content, which automatically improves its ranking in Google for the selected keywords.
- Learn the details about domain and page authority. Your site’s brand score is your domain authority. It is measured by the quality and quantity of external inbound links to your website. The more inbound links there are, and the higher quality they are, the better your odds are for a higher rank in organic searches. Page authority works the same way but as the name suggests, is page-specific. You can use it to create a strategic approach that will favour some of your pages over others. Once you’ve done that, you can opt to promote the most important pages on your website which then increases their authority.
- Link building. As we’ve already mentioned, the more inbound links that you obtain for your website, the higher the authority of your site will be. That is just one tactic for link building. Another popular technique in link building is guest posting, which is basically content marketing that is published on external websites. This builds both your personal and company brand while also developing a relationship with other websites. Once the relationship is built, it offers you more opportunities to build links to your own website.
- Know how to measure and analyse your SEO results. One of the best tools for this task is Google Analytics, especially if you are new to the game of SEO. There is a heap of information that can you can use from it that will help you analyse your website’s performance and results. Allocate yourself enough time to understand the different reports and metrics, and then adjust your strategy based on the results. Google Analytics will show you information such as the number of visitors on your website, the location of your visitors, whether your website works well on mobiles, keywords and the most popular pages in your website.
Your learning curve doesn’t have to be strictly in this order, but these are the top 7 things we think every business should learn about SEO. Once you’ve mastered these fundamentals, you’ll realise that it is not that complicated after all. It is true that SEO is a continuous learning process and there is indeed a need for learning new techniques and strategies to keep you up to date. But a solid grasp of the basics is the first important step, and here at Broadcast SEO we’ll keep you up to date as changes occur and we can help you to fine tune your strategy and optimise your website and make sure that you rank high in searches. Check out some of our work here or contact us for a chat.