How to tackle organic SEO
For many, myself included, search engine optimisation can be an exercise in frustration. Title tags, keywords and contextual links – all terms that can cause you to bang your head against the keyboard. With all that said, investing the time and energy into developing good organic SEO can and does deliver results.
Organic SEO involves optimising your content for search engine traffic. To develop a strong organic SEO strategy you should be familiar with the anatomy of a webpage: title tags, H1 tags, URL, outbound links, internal links, deep links etc. When researching this topic I came across a superb infographic from Backlinko, which does a great job of illustrating and explaining on-page SEO.
The infographic offers great advice on the various different elements, and here are a few more tips that I’ve accumulated in my years of writing web content.
Title tags: Keep page titles under 55 characters to ensure they display properly. Start your title tag with your chosen keyword.
Descriptions: Write descriptions for each page. Keep descriptions to under 160 characters. Make sure the description tells people (and Google) what they can expect if they click through to the page.
Internal links: Add internal links throughout your content using anchor text. Aim for about two links per page. Make your links specific to your anchor text, i.e. if anchor text is remote desktop services then make sure you are directing people to a page where they can find out more about remote desktop services. This can increase the amount of time people spend on your site.
Images/multimedia: I’ve spoken before about video content, and I can’t emphasise its power enough. Having multimedia content on your site will have a huge impact on how long people stay on your website (and as it says in the infographic, dwell time is something Google takes into account when ranking your site). By simply adding video to your homepage, you can dramatically reduce your bounce rate. Make sure all images and video are named correctly and the name features your keyword.
Content: Aim to get your keyword/keyphrase into the first 100 words of your content. Add headers (H1, H2 tags) to your content – this breaks up the text and gives the reader (and Google) a good idea what’s coming up (this is particularly useful as most people ‘skim’ read these days). Don’t be afraid of having too much content; Google looks favourably on long, quality content. Having long-form blog posts or content also helps to keep people on your site for longer, which is always a good thing.
Developing effective organic SEO is an ongoing project that requires regular attention. By taking the time to invest in good quality content and optimising it correctly, you will be making your presence known to Google and enjoying an eye-catching ranking in relevant search results.
Deirdre McArdle is content manager of the content services agency ENNclick, with offices in Edinburgh and Cork. Contact Deirdre at firstname.lastname@example.org
Main image by Superboreen on Flickr
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