TRY OUR PACKAGES
“SEO is free advertising for your business,” says Chris Homer, SEO Analyst at Mailchimp. “If you take steps to be sure you rank high for appropriate searches, you’ll be attracting the right audience.”
When you know what boosts your position in a search result—and what pushes down your ranking—it’s easy to design and update your site for SEO. Learn about SEO below, and then use the checklist to integrate SEO into your digital marketing strategy.
Search engines like Google and others use formulas, called algorithms, to determine what sites to serve up in response to a search. While search engines update their algorithms regularly, there are plenty of predictable ways they’ll assess your site.
How to improve your website’s SEO, boost your search ranking, and increase audience engagement.
Since people search with specific needs in mind, your keywords should be “long tail,” meaning descriptive and narrowly focused. For example, “wedding photography Newport RI” will work better than just “professional photography.” Specific keywords will bring in less traffic overall, but ranking for more detailed searches will result in a higher conversion rate.
Reviews, mentions in social media, links to your content from other websites, and guest posts that backlink to your website will all help your ranking. But, don’t take a shortcut and pay firms to purchase links for you—Google doesn’t approve of this practice.
Review this checklist to learn about the changes and adjustments you can make to improve your SEO.
Assure Google that it can trust you as a reputable website by addressing these basic ranking elements.
The good news about SEO planning is that what works for SEO also aligns with providing a positive user experience (UX) for people who visit your website. So, SEO-friendly changes equal a better site for the people you want to engage.
Understand search engines.
Build your EAT by ensuring that Google has pertinent information about your business. Use Google My Business to manage your profile so you connect with your audience on Google Search and Maps using location data.
More than 5 million Google searches happen daily, which means search engine optimization (SEO)—adjusting your website to boost the amount of quality traffic that comes to it—is an essential part of connecting with your audience.
When people type a query into a search engine and then make their way to your website based on the results, they’re likely to have high engagement potential. A solid website on which you layer SEO best practices will provide an experience that attracts high-potential visitors and makes them want to engage. Check out our What’s SEO article for more information on the basics of SEO.
“SEO should be a consideration throughout every step of your website build and your marketing journey,” says Ade Lewis, Partnerships Director at Mailchimp. “It’s the number one way a consumer will find a small business.”
Update your profile.
Expertise, authoritativeness, and trustworthiness (EAT) are among the top factors Google considers in its rankings. There are several ways to build this.
“A good, clean website structure with relevant content that offers value and features keywords throughout will be respected by Google,” says Ade. “And that will deliver results.”
If you’re using a different website platform like Shopify, you probably don’t need an SEO plugin.
Does this mean you have to force internal and external links into your content?
It’s easy to see why. It’s frustrating to click on a search result and have to wait for it to load. That’s why the probability of a bounce increases as page speed decreases.
2. Set up Bing Webmaster Tools.
Say that someone searches for “SEO keywords.” You can see from analyzing search intent that people are looking for a definition of the term, but what other questions do they have? And what other information should you include in your content?
Compressing images makes image files smaller and improves page speed. That’s important because page speed is a Google ranking factor.
Broken links can negatively impact user experience and break the flow of ‘authority’ into and around your website.
Shows estimated monthly search traffic to this article according to Ahrefs data. The actual search traffic (as reported in Google Analytics) is usually 3-5 times bigger.
Here are a few good options (you only need one):
How do you assess search intent?
1. Use a short, descriptive URL.
Here’s how to find these websites:
A table of contents can also help you win sitelinks in the SERPs.
Here’s the checklist:
Then it’s just a case of finding a compelling reason why someone should link to your page over theirs.
3. Make sure your site is indexable.
If you want Google to make sure Google indexes any of the blocked pages correctly, you should remove the rule that’s causing the block from your robots.txt file.
Each page on your website should target one main primary keyword. You should do keyword research periodically to find keywords to target, but you should also make sure you’re targeting the best keyword each time you publish a new page.
Learn how to set it up in our step-by-step guide.
This structure means you don’t need to go through everything on this checklist today. Do the one-time tasks first, then the periodic tasks, then complete the ongoing tasks each time you publish a new page.
Google Search Console is a free tool for tracking your site’s organic search performance.