In Part 1, we established that a mobile-friendly website is critical. Part 2 of our 5 SEO Best Practices in 2016 focuses on relevant content and SEO tips.
This is the 2nd of a 5 part series on SEO best practices in 2016, and how Web It can bring life to your online presence. These are called Google Best Practices. And it’s what Web It does for clients, day in and day out. Are these all new to you? Then shame on you for not following the rules. We do it “by the book”. No overstated promises. No shady backlink buying. No outsourcing overseas. Just hard work and results.
5 SEO Best Practices in 2016 – Increase Website SEO by Creating Relevant Content
If you want your website to be SEO friendly to the 2 major search engines, you need current, useful, relevant content on all your website pages. This is one of the most significant components of your “web presence”. How much content do you need? How long should it be? How often should it be updated? The answer depends on your industry in general.
When Web It takes a look at the sites that rank well for your keywords, some of the things we want to find out are how many indexed pages show up in the search engine results pages (SERP), as well as the quantity, quality, and structure of both short and long-tail keyword content on the high-ranking pages that are competing with your website.
When you know what level of content is currently succeeding in the search engine results pages (SERP) for your keywords, we can begin to form a basis of how many pages and words you need in order to begin to play on the same field as your competitors. There are Google Developer tools for this, as well as some good third party sites we use here at Web It.
You should have a minimum of 300 words of text content per page. If it’s fewer than that, it makes it very hard to convince the Google and Bing bots that you are a subject-matter expert in your area of expertise. Depending on the industry and keywords, even 400-500 might still be too few.
(Important Sidebar) It’s Not About You
Far too many businesses mistakenly think that their website is all about their business. Nothing could be further from the truth.
Your website is about your customers. Its purpose is to serve them, and solve their problems.
The bottom line is your potential customers care more about their problems then your solutions. If your homepage concentrates in talking about how long you’ve been in business, or your people are better trained then your competitors, chances are good they’ve already hit the back button and are headed back to the search results.
Why? Because the Googlebots look for content to index. It’s why the bots exist. It also happens to be the reason people use Google, and to a lesser extent, Bing.
There was a time that website content was more for bots and spiders. Users were secondary.In the old days, website builders built up a keyword library right on the page. In other words, they were righting for the bots, not the users. Today, you write first for users, and secondly for the bots.
How to make your content relative so it shows up in SERP
- Keywords Add to Relevancy: Longer web pages give you more opportunities to use your keywords creatively and judiciously without overusing them and creating keyword stuffing that the bots can detect, which will work against you.
- Useful Content Shows Expertise: Search engines look for a website’s expertise about a subject, and having a greater amount of relevant text signals that your entity is an expert in your field.
- Relative Content Builds Trust: Users will typically stay longer and trust builds if there’s more relevant content for them to read that accurately matches their initial search query.
- Blog and Update Pages: Multiple pages like news/blog/post pages built around the same general theme allow you to capitalize on niche, or other specialties allowing long-tail keyword placement that will support your main keywords. This works for government, as well as the commercial market. Only a small percentage of company websites ever take advantage of this, and it’s explored more, later in our 5 SEO Practices for 2016.
It’s important to create text to be focused. The spiders and bots indexing your pages, as well as potential customers, come to a webpage seeking something specific and useful. You want the content of each page/post/update to be focused on its particular keyword product/service theme. This makes the page relevant to the user’s initial search engine query.
Each page on your site should focus on a subject matter related to your business. It could be a product, service, or more importantly, a benefit your business offers. By using free or inexpensive tools like Google Keyword Planner, you can do some research on how often a desired keyword is searched on Google each month. This can answer some basic questions. For instance, are your customers searching for “hair loss” or “hair replacement?” For “handguns” or “pistols”? For “bodyguard” or “close protection”?Not using the words your customers use can prevent them from ever finding your website.
Making sure each page has relevant, holistic, and customer focused information and content is vital for SERP and is one of the most important of the 5 SEO Best Practices in 2016.
Web It works to insure that each and every webpage or post is optimized; the snippit, seo title, page url, meta description, tags and focus keywords on each page are optimized to both the bots and spiders as well as your market. Then, in that “micro-moment” when a user initiates a query, Google (or Bing) can instantly return search results that include your business.
Here is a perfect example of a keyword match search. One of our clients received a phone call from an exasperated executive at a national “big-box” chain. They needed something our client could provide and needed it fast. SOLD. See? Everyone uses SERP. Even corporate executives under the gun to get something done and off the desk.