Search engine optimization (SEO) has been an integral part of running an online site for over two decades. Countless strategies have been tested to increase organic traffic and improve search engine ranking (SERP). Optimizing keywords, creating backlinks, inserting media content, and maximizing user engagement are all still effective methods, but they may not yield the same results in the coming years.
According to Weabris SEO, Google is revamping its search algorithm, which will affect several evaluation factors. What does this mean for marketers and publishers? To keep up with the changing SEO environment, you now have to revamp and replace your existing infrastructure. It is time to use smart, though less common, search strategies to stay in the headlines of your prospects and customers.
As the rules of online search games change, here is how to win:
1. Pay Attention To Keyword Definition
One of the simplest and yet most neglected rules of SEO: using keywords with definitions. Why do people search Google for a word or phrase? Usually this definition is for detection. Google gets results from pages that have a clear definition of the word or phrase, and that page makes the best SERP. When publishing content, it is important to include a section that provides a straightforward definition of the topic under discussion. For example, “What is link building?” Use as a subtitle, then define and find out what link building is. Simply adding or tweaking your content can give your site a better chance that search engines will pick it up the next time they submit a linking query.
2. Speed it up
A slow-loading page is a waste of time for any online user. No matter how great and well-optimized your content is, you will lose the chance to turn it into an advantage if a visitor to your site gets bored and leaves because the page takes too long to load. Responsive web design should be given extreme attention, mainly if your target market includes the younger generation. Even when browsing mobile phones, the ideal loading speed should not exceed three seconds. To do this, remove unnecessary third-party widgets, add-ons, and scripts that can slow down your site. Unless you have age-restricted or data-sensitive content, your site should include inline ads or pop-ups. High-resolution images can also affect load time, so it is best to compress or use next-generation formats, such as JPEG 2000 or JPEG XR. This will prevent your site from getting blocked while maintaining most image quality.
3. Optimize Visual Content
Images, videos, and infographics are excellent drivers for traffic, but only if you make them visible to search engines. People search for keywords, so you should optimize your visual content with text. Remember that search engines cannot read words only. One way is to add optional tags that describe the content. Even if the image on your site does not load properly, a composite tag will appear in its place to provide information. Examples that you can use as an alt tag include the content name, link, specification, or source. It also helps to write a caption under each visual element—the more detailed the description, the better. The title should always be anchored to relevant keywords to make it more search engine friendly.
4. Set Dynamic URL
Users like URLs that are easy to understand and easy to remember, same for search engines. Some sites use URLs that contain only article numbers, but this will not help anyone. Instead, use keywords to give users and search engines more visibility and understanding about your content. The URL should be as short as possible. There is no need to refer to “withhold words”, such as propositions, conjunctions, articles, and pronouns. Search engines usually omit these words and focus only on keywords. If you cannot use long URLs, be sure to use hyphens instead of underscores, as search engines cannot read them.
5. Leave A Trail of Breadcrumbs
Breadcrumbs is a text path that indicates where the user is on your site. It is usually located at the top of the page or below the navigation bar. For example, if a user is on the Contact Us page, they can see Home> About Us> Contact Us page. As the name suggests, breadcrumbs allow users to return to the home page. Breadcrumbs are especially useful if you have a versatile site that makes SEO difficult to implement. Exactly a year ago, Google started processing breadcrumbs and incorporated them into SERP. These text paths not only make it easier for users to navigate, but also help search engines categorize content more efficiently. You should always keep your crumb label valid so that search engines can get the right results on your site.
6. Get Rid of Duplicates
Cyberspace is so vast that sometimes duplicate content is inevitable – Google agrees. This happens spontaneously due to the excessive number of websites and blogs compared to the limited number of non-published content. However, there is a trend that is becoming more and more popular these days, called content syndication. Many sites try to syndicate their content, allowing them to republish or link to other sites – often large and authoritative. Some sites even repost their social media channels for maximum reach. There may also be duplication on your site. For example, if your site has a “recommended” section that shows previews or snippets of entire articles, search engines may mark them as duplicate content. Search engines are smart to understand the intent behind this, but there’s still a risk of search bots skipping content that appears frequently, if this happens, your content is less likely to reach top on SERP.
7. SEO is Constantly Changing
Long term SEO strategies do not exist because the game is constantly evolving. Search trends and rules come and go quickly. However, it does not mean that the game cannot be won. It all comes from adaptability and a renewed focus on key elements. Remember that you have six seconds to give people a reason to read, a reason to join, and a reason to buy. However, if they cannot find you or you are buried on “page 2”, you will not get six seconds.