The realm of Search Engine Optimisation (SEO) has long had a murky reputation; therefore I felt it would be a good thing to offer 5 steps to help you be seen more in search results.
The bad
There are a large number of experts in the field who can truly create miracles sometimes, using better content, technical solutions and coding elements in order to help others to appear in search results.
But there are also a large number of anecdotal SEO bandits in their well-worn tattered shoes. These are the ones over the years that have been claiming to “understand” search engines (tip: nobody understands them!). Others claim to go forth and improve search results for their clients, but never explain what exactly it is they are doing.
Getting better
These days many of the old dubious tricks just do not work. Search engines such as Google and Bing are far too smart to be fooled by web pages that are overcrowded with realted keywords, or pages that reuse other sites’ content.
To be seen more in search results is everyone’s business
Anyone who creates online content in this day in age contributes to help themselves or their organisations to appear in search results more often.
Despite the ambiguous English name ‘Search Term Optimization – which means nothing to most lay-people – and the bad reputation of the practice, SEO is not a matter reserved for experts only. I am convinced that there is, by now, a real opportunity for everyone to contribute to their own efforts to appear in search results.
Here goes to offering you 5 easy steps to be seen more in search results.
1. Research, research, research
This is the crucial step that far too many people, too hastily, fail to consider when setting up a new website or a new strategy.
Intensive investigation is needed into your audience. You should ask similar questions to:
- What are their needs?
- What are the questions or problems that they face?
- How can you, therefore, help them?
You could also ask what it is that make you, or your business, unique?
Almost everything that follows arises from answering these questions, and more. I cannot overstate how important this step is to understand what exactly your goals and your intentions are.
Before writing a single line of code, and before creating any piece of content, you must have thought carefully about these questions.
2. Get the right structure for your website
This will depend on the research you have done above. If your structure (or Information Architecture) is not suitable, your customers (and the search engines) will really struggle to understand the purpose of your website.
A common mistake is to treat the website as a PR tool. By creating website content only to reflect what you want to convey, rather than what your audience is looking for, you are making a big mistake.
It must be remembered that almost everyone comes to your website to either perform a specific task, complete a transaction, or to make a purchase. They won’t come simply to massage your ego!
3. Create relevant content
This step again is based heavily on the research you have done. In brief – you should write copy and create content which is useful for people, and help them – content that is of value to them. Create content that people will want to spend their time reading, content that they want to share with friends and colleague; content that is well written.
Search engines are not as stupid as they have been in the past, so use’ experience is critical for them. They consider factors such as
- the time spent on a Web page
- the popularity of the content
- the diversity of the places that refer to the contents
If you take one thing away from this article – simply: create quality content on a regular basis.
4. Phrase it carefully
The use of keywords is still important to an extent-though the days of overloading pages with relevant terms to try to deceive the search engine are long gone. You will be punished for this today. The suggestions in point 3 are much better ones.
However, when writing a blog, try to think of a term or phrase, which is central to the piece. One, perhaps that your users will have thought about (remember that research you did?) Enter the keyword/phrase in the title and in the first paragraph of the text. It would also be possible to include it in a subtitle on the page, if it sounds natural.
Beyond that, my advice is don’t think excessively about planting keywords or similar terms in the rest of the copy. If your content is relevant and focused, then the language and phrases you use should be sufficient for search engines to know what the page is about..
5. Show patience!
Remember – you won’t be seen more in search results overnight.
The steps above are simple and there more details or more steps that could be added to them as needed. But even under the five easy steps here-there is a great deal of work.
I urge you not to jump to point 2 or 3 without thinking first, and do the research work beforehand. It really will benefit you.
When following the steps above, I truly believe that you can improve, and be seen more in search results more often without technical knowledge. But you need to create good content continuously, showing perseverance.
I’m only suggesting a path and offering a guiding hand. It’s up to you to put those boots on and walk-the-walk!
Above all – the audience
As search engines become more intelligent, they focus more on user experience.
Therefore, despite (or additionally) to what I say above, I urge you to not think about the search engines! Instead, think about your customer, or your users when creating digital content or strategies. If you do that correctly, the search engines will really love you for it.
Do you have any questions on the subject? You’re welcome to leave a comment below!