After coming up with your next big idea, you might think to yourself, “I need a website!” So, you set it up, upload your content and wait. You wait for page views that never come. Why doesn’t your content get the attention you think it deserves, and why is it stuck in line behind dozens of other similar page results?
Search Engine Optimization, or SEO, is the missing piece that all websites need to compete well in Google’s Search Engine Results Page (SERP). This process helps gain website traffic by improving its alignment with Google’s algorithm.
Once you have utilized SEO on your website, you can’t hang up your hat. Instead, you will need to operate as an SEO technician to keep it relevant. Let’s dive into the world of ongoing SEO and examine what you can do to keep your page up-to-date.
Your First Installation
When you set up your website, there are a few key steps you can take to start off on the right foot with SEO. Sometimes referred to as an SEO jumpstart, this is how to get your website in the ranking game.
First, align your meta tags with SEO standards. Hidden in the source code of each page, meta tags inform search engines on your site’s content. To assist search engine spiders, or those little robots operating the SERP, make sure your meta tags are SEO “A-O-K.”
Under the umbrella of meta tags are meta descriptions, or the short snippets found below hyperlinked headlines on the SERP. If written with the following considerations, meta descriptions can drive traffic to your page.
- Length: Do not exceed 105 characters for your meta description. More words will get cut off by Google’s preview.
- Keyword: Include the primary keyword of your content. If it’s the same as a word in the search inquiry, Google may bold it.
- Call to action: Imperative language like “learn more” or “book now” inspires action and encourages clicks.
- Uniquity: No two meta descriptions should be the same. If your page has something specific to offer a reader, its meta description should include that specificity.
Additionally, the first step in building backlinks, which drive traffic toward your work, is to initiate directory submission. To complete directory submission, submit your site URL to other websites. However, make sure to adhere to the guidelines surrounding directory submission.
A Recurring Check-In
When differentiating between one-time and ongoing SEO, think of it this way: Good SEO is ongoing because it adapts to changing needs and frequent algorithm updates, making it as strategic as possible.
On LinkedIn, Professional Local SEO Specialist Rahazul Rahu said it this way: “The reason why SEO is not a one-time work is that search engines are constantly updating their algorithms and changing the way they rank websites. This means that what worked yesterday may not work today, and what works today may not work tomorrow.”
After identifying why SEO must be ongoing to do its job, we can now review the main materials to update on your website.
On-Page SEO
On-Page SEO considers the actions you can take with your content to boost your site’s position on the SERP. From the words you write to the way you build your website, your on-page actions affect ranking.
- Content: It is imperative that the content on your website, whether in the form of blogs, regularly updated pages or something else, is relevant to searchers and written in a way that is easy for them to understand. Make your writing clear, detailed and comprehensive.
- Internal links: The internal links, also called hyperlinks, on your site should navigate readers to sites that work and are relevant to their anchor text.
- Technical SEO: Technical SEO ensures that your website works. And this takes some maintenance. The speed and usability of your site are important, and making an effort to manage its functioning positively contributes to your SEO.
Off-Page SEO
This type of SEO focuses on research and analysis, as opposed to the on-page optimizations previously discussed.
- Keyword research: If this sounds like the key to SEO success, you’re not far off. Keyword research identifies which words your target audience searches for most frequently. By completing this research, then analyzing and ethically targeting keywords, you can help drive the target audience to your site.
- Backlinks: Editorial backlinks occur organically, typically when another creator finds your content and links it on their site. You can also have relationship-based backlinks, but your link must still be relevant and useful for the purposes of the other blogger. In order to comply with search engine guidelines, avoid paid and manipulative backlinks.
- Analysis: Monitor your website to make sure your SEO is performing. Google Search Console and Google Analytics are your friends in this effort; these platforms are masters at tracking your SEO achievement.
Beware! Black Hat SEO
Paid and manipulative links aren’t the only parts of a website that can engage in foul play. Black hat SEO — practices that violate search engine guidelines in order to increase a site or page’s rank — also is something you want to avoid. When these guidelines are broken, the result can be a manual or algorithmic penalty from Google.
According to Semrush Blog, while the intent of Black hat SEO is to improve search engine rankings and visibility, such practices often do the opposite. In reality, Black hat SEO has at least three negative impacts: 1) it hurts search engine rankings and visibility; 2) it undermines long-term results; 3) it leads to a poor user experience.
There are dozens of ways to implement Black hat SEO beyond fraudulent links, but here are a few techniques to avoid.
- Keyword stuffing: Excessive or irrelevant keywords are an attempt to rank your website or page higher or more frequently than it deserves. Overusing keywords to the point of poor readability or including long lists of cities or phone numbers in an attempt to pick up a searcher are both examples of keyword stuffing.
- Cloaking: Your page’s relationship with the search engine should be the same as its relationship with visitors. Cloaking does the opposite. This double-sided tactic shows search engine spiders something different than it does to users. As long as you keep your site consistent between parties, you can easily avoid cloaking.
- Redirects: This one is plain and simple; don’t redirect users to pages they were not intending to visit, and don’t backlink to irrelevant content.
Play fair with SEO, and your website will be a whole lot more successful.
SEO from the Future
To become a top-notch SEO technician, you can’t update your SEO the same way for all of eternity. Instead, it’s important to stay current with SEO trends and policy changes. Two of the newest ideas for strategic (and ethical) SEO are mobile-first indexing and voice search optimization.
Search engine spiders, also called crawlers, index your page to evaluate backlinks, content, proximity and function. Mobile-first indexing refers to Google’s practice of indexing sites on their mobile version by default. By completing regular maintenance checks of your mobile site, practicing continuity in content and data across devices and following Better Ads Standards for mobile device ads, indexing will be more successful.
Voice search optimization improves your website ranking for users employing voice assistants. From 2020 to 2024, the amount of this digital technology in use is expected to double. Several tactics can be employed to make your site more voice assistant-friendly, but one of the primary ways is by targeting optimal keywords for voice search. Long-tail, question and conversational keywords are your best bets.
By practicing flexibility and adaptability in the ever-changing art of SEO, you can enhance your site as a true SEO maintenance pro.
What Comes Next
Now that you have implemented your first round of SEO and are consistently contributing to your ongoing SEO, I’m sure you’re wondering: How long does this take to work, and how much is it going to cost me?
Search Engine Watch points out the “it depends” of SEO; there are a lot of factors specific to your website and your goals. However, on average, SEO takes six months to show results. As for the cost, this also depends on what you want. Cost will vary based on your path — monthly, hourly or ad hoc services – but Entrepreneur expects a minimum of $500 per month.
Being your own SEO technician may seem stressful, and you may not know where to start. That’s OK! Here at Rivers Agency, an advertising powerhouse with three decades of experience, our digital strategists can help you identify and achieve your SEO dreams. Just remember, SEO excellence is not achieved overnight, it’s an ongoing art to get your site to the top.