OPTIMIZE YOUR SITE 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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A positive user experience makes people want to stay and explore your website, which again indicates that your page is relevant for the keyword you chose. In fact, mobile formatting is so important that Google announced it will soon be starting with mobile-first indexing of websites.

You will regularly want to do an SEO-audit to update your content. Especially since information and trends are rapidly changing and you don’t want to be penalized on search rankings because of outdated information.

An organic approach enables you to create a lasting communication flow with your customers. Paid advertising helps to show your content to the right audience and increase traffic to your website faster, benefitting your SEO performance.

Now, let’s make one thing clear about SEO:

This example showcases why SEO is important. Having your pages optimized for search engines helps your overall search ranking.

8. Don’t forget your mobile version!

Search Engines index pages(!), not your website as a whole. This means that your SEO work should be done page by page.

This SEO for beginners guide will introduce you to the concept of search engine optimization and explain how to optimize your website to increase traffic.

Did you ever go to the second or third results page? Probably not and if yes, not that often.

Furthermore, it’s ideal to consider search volume and rank difficulty of the keyword intended on being used. The search volume indicates how often people search for this specific keyword. A higher search volume means that people are more interested in this topic. The rank difficulty, on the other hand, indicates how difficult it will be to rank in search engine results.

Let’s look at 10 essential SEO for beginners tips that you can use to improve your website right now.

But technical SEO goes beyond just permalinks and choosing the right keywords. It’s about creating a responsive design for your website. This topic is very specific and technical, so it goes beyond what an SEO for beginners guide would describe. Nevertheless, it’s important to point it out here.

Besides covering your topic in full, writing in a clear, yet elegant and conversational way works wonders. Don’t place your keyword all over your article in hope to have a high keyword density. Trying to cheat the system by placing as many keywords as they can everywhere, will not work and many actually get penalized for it.

Your goal is to be on the first page (even better: within the first few listings) of the search your customers are making so that you see increased traffic to your site.

Shorter keywords usually have a higher search volume. This means they can be more difficult to rank for. Long-tail-keywords have a lower search volume, but in comparison, they are very specific. The advantage being that you are able to target the exact audience interested in that. It’s best to go for a mix of both – long-tail and short – keywords.

The same rule applies for pages for specific holidays, like Black Friday. It happens annually and you’ll want to reuse this page for the coming years.

9. Technical SEO.

www.lovelybooks.com/selfhelp/BOOKTITLE – is the page where they’ll find information about a specific book in this category.

SEO is continuous work, but with time and experience, you will move from an SEO for beginners guide to a more advanced position. Consistently publishing relevant posts on your blog (fresh content) is one of the best ways to improve your ranking on search engines. Once you’ve written awesome content, promote your posts to reach an even further audience.

Ideally, your chosen keywords should be in the:

www.lovelybooks.com/selfhelp – can be a page where people can find all books in the selfhelp category.

The previous section already gives us an idea about the importance of SEO. To further understand, think about your own search habits.

We talked about creating a good website structure in section 3, which can already be considered a part of technical SEO.

More words do not necessarily equal higher quality, but as it indicates that the topic has been covered in-depth, it can help. As backlinko.com points out, there is a correlation between word count and ranking, as well as the depth of the article and ranking.

10. Update your pages and content.

As the name suggests, a permalink is permanent, making it important to determine the right ones for your pages. It’s not encouraged to use specific dates or information that might change.

Let’s say you write an article about ‘Top 5 Marketing tips for 2020’. This is a great topic! But in your permalink, leave the 2020 out. By doing so you can update the article and later write about the ‘Top 5 Marketing Tips for 2021’.

Why? Ideally, you will keep updating your page over time. Having a page that has been online for quite some time plays into better SEO. Ideally, you don’t want to create pages you’ll always delete. Older pages don’t rank, just because they have been published for longer. They rank because over time, they managed to indicate authority through generated traffic, link-building, and more. Being able to update your pages with fresh and relevant information is key and that means creating a timeless URL structure.

Let’s say you go to Google because you want to find information about a specific topic, for example, ‘best tools for email marketing’. You type it in just like that or maybe you’ll just type in ‘tools for email marketing’. Immediately you get a list of results.

Which one do you click?

Each page or blog post has different relevant keywords. For this article, the keyword is ‘SEO for Beginners’. That’s probably the term you searched and ended up here!

From a readability perspective, images are very important. They help visualize your content and help make it more understandable to readers. But they are also important for SEO, as they help your website to be crawled. An image can’t be crawled, but what can be crawled and indexed is the image ALT-text, in other words, the image description.

A keyword is essentially what people will type in when searching for something. This is why you should make sure your keyword aligns with the search intent of your target audience. It can be a short keyword like ‘digital marketing’ or a long-tail-keyword such as how to create a good digital advertising campaign’.

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

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.

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 .

1. Publish Relevant, Authoritative Content.

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:

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.

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.

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.

Keywords.

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.

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.

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.

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.

Title 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.

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.

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.

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.

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.

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