HOW TO OPTIMISE A WEBSITE FOR SEO

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Unless your website and landing page are similar to what is ranking, chances are it won’t happen.

This makes advanced level keyword research and selection more important than ever.

If you aren’t careful it can lead to analysis paralysis and nothing gets done.

If you find the thought of adding schema to a page intimidating, you shouldn’t.

Here are some basics for making your site mobile-friendly:

6. Schema.

Writing “great content,” optimizing it, and getting trusted links is now just the start for ranking a keyword.

The real value in schema is that it can provide context to a webpage and improve the search experience.

It is projected that by this year, 44 zettabytes of data will be produced every day.

This post will delve into what those factors are and what is involved to optimize for each.

A keyword’s contextual relevance must align with a search query.

As machine learning and deep learning continue to evolve, each will carry more weight in Google’s core algorithm.

Google has become more adept at identifying and devaluing spammy links.

Some variables carry much more weight than others.

Links have been among the top ranking factors for quite some time now.

5. Content Marketing.

To put this in perspective, that’s the equivalent of 8.48 trillion songs or 1,440 years of HD video every day .

Smart marketers were taking a mobile-first approach long before the official rollout.

UX also takes into consideration business goals and objectives.

Best UX practices focus on improving the quality of the user experience.

Before spending time and resources trying to rank for a phrase, you need to look at the current ranking websites and phrases.

According to Peter Morville, factors that influence UX include:

The Best Link Building Strategies.

Then you need to optimize your website.

For starters, you should check the following:

All of the leading search engines, including Google, Yahoo, Bing, and Yandex, support the use of microdata.

The mounds of information and disinformation served up daily in various marketing feeds can be overwhelming.

Google officially began rolling out the mobile-first index in March 2018.

Beginning sometime in 2021, this “Page Experience” Signal will be incorporated into Google’s core algorithm, as a ranking factor.

Following are some of the most popular uses for schema.

When designing your website, each page contains a space between the <head> tags to insert metadata, or information about the contents of your page. If you have a CMS site originally produced by the UMC web team will have pre-populated this data for you. However, it is important for you to review and update metadata as your site changes over time.

You’ve probably noticed that we feel pretty strongly about content . Search engines do, too. Regularly updated content is viewed as one of the best indicators of a site’s relevancy , so be sure to keep it fresh. Audit your content on a set schedule (semesterly for example) and make updates as needed.

Always describe your image and video media using alt tags, or alternative text descriptions. They allow search engines to locate your page, which is crucial—especially for those who use text-only browsers or screen readers.

Description metadata is the textual description that a browser may use in your page search return. Think of it as your site’s window display—a concise and appealing description of what is contained within, with the goal of encouraging people to enter. A good meta description will typically contain two full sentences. Search engines may not always use your meta description, but it is important to give them the option.

If you want to rank for multiple keywords phrases with your website, you will need to make a separate webpage for each keyword phrase you are targeting.

3. Metadata.

Beyond page URL, title, and headings, content is most influential on search engine rankings. Repeat your keyword phrase several times throughout the page—once or twice in the opening and closing paragraphs, and two to four more times throughout the remaining content. Be authoritative. Strategically link to relevant sources and additional information—both within your organizations broad website and even to other websites which are useful.

For those with a CMS website, the web team has developed an automated system for creating the meta title for each webpage based on your page title. This adds to the importance of using well-thought-out page titles rich with keyword phrases .

Writing additional content, rich with keyword phrases, on your departmental news blog can also boost your search engine rankings. Blog posts can even be shorter updates about the specific topics you are targeting. Interlink your related CMS webpages and blog posts when it helps give the reader a better picture or additional information about the topic.

Identify and target a specific keyword phrase for each authoritative content page on your website. Think about how your reader might search for that specific page with search terms like:

Don’t forget to use bold , italics , heading tags (especially an H1), and other emphasis tags to highlight these keyword phrases—but don’t overdo it. You still want your language and writing style to read naturally. Never sacrifice good writing for SEO. The best pages are written for the user , not for the search engine. Read more about SEO marketing to help you find new content opportunities.

Answering yes to these questions can improve your search engine ranking. Be natural and user-friendly , though. For instance, you do not want the word “engineering” to show up three or more times in the URL or have the phrase Northern Lights repeated in the page title and also every heading. Readability and usability still trump search engine optimization.

Improve your authority and credibility by adding relevant links within the text. Instead of having “click here” links, try writing out the name of the destination. “Click here” has no search engine value beyond the attached URL, whereas “Michigan Tech Enterprise Program” is rich with keywords and will improve your search engine rankings as well as the ranking of the page you are linking to. Always use descriptive links by linking keywords—it not only improves search engine optimization, but also adds value to your readers, including those with disabilities or who are using screen readers.

Quality, authoritative content is the number one driver of your search engine rankings and there is no substitute for great content—this is especially true when doing SEO marketing. Quality content created specifically for your intended user increases site traffic, which improves your site’s authority and relevance. Fine-tune your web writing skills and present yourself as an authority on the topic you are writing about.

A webpage which is content-rich, authoritative, unbiased, and helps visitors learn more about what they are interested in is most likely to attract links from other websites, which improves your search engine optimization.

2. Update Your Content Regularly.

Title metadata is responsible for the page titles displayed at the top of a browser window and as the headline within search engine results. It is the most importan t metadata on your page.

It is very difficult for a webpage to achieve search engine rankings for multiple keyword phrases—unless those phrases are very similar. A single page may be able to rank for both “biomedical engineering jobs” and “biomedical engineering careers”. Ranking for “student affairs” and “dean of students” or “gender discrimination” and “violence reporting procedures” with a single page is unlikely.

Keyword metadata is rarely if ever used to tabulate search engine rankings. However, you should already know your keyword phrases, so it doesn’t hurt to add them into your keyword metadata. You’ll want to include a variety of phrases. As a general rule, try to keep it to about 3-7 phrases with each phrase consisting of 1-4 words. A great example would be “computer science degree.”

Once your keyword phrase is chosen for a given page, consider these questions:

Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search-engine results.

These are only a few of the many methods for improving your search engine ranking. If you want to learn more, we recommend the following resources:

4. Have a link-worthy site.

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