Sounds different? Yes, SEO has changed. Traditional/basic SEO was all about incorporating white and black hat SEO techniques to optimise webpage ranking on the search engine result pages (SERPs). Today, search engine algorithms are more intelligent, and the competition between websites is becoming tougher.

Previously, SEO revolved around certain techniques such as keywords, backlinks, search engine-prioritised niche etc. While these are still considered to be an important part of SEO, there are many other tools which can add value to your SEO campaigns.

It is nearly impossible to work on 200+ SEO tools in a day to optimise your site; however, a few ranking factors can help you compete in today’s tough online market.

You Need to Be More Vigilant

Just as we tend to trust old brands, Google, Yahoo and other search engines ‘trust’ older websites more. This does not mean that you will lose if you start today. Many new websites manage to rank in the top 10 on various search engines. It’s just that you need to be more vigilant – even a single mistake can bring down your website on the SERPs.

Here are 5 of the most important SEO areas to focus on for optimising your website.

  1. The Basics – Niche, Keywords, and Backlinks

As mentioned above, niche, keywords and backlinks are the foundation of SEO. These three SEO tools are extremely diverse; the fact is, niche, keywords and backlinks will remain important in the coming years also. Therefore, you need to ensure that you are incorporating these techniques into your SEO campaigns.

  • Search the most anticipated niche markets.
  • Keywords form the basis of your content, and content is king. Hence, using the right keywords in your content is important for any business that wants to increase its ranking and sales.
  • When backlinking your content, choose authoritative and relevant sites.

Sensitive SEO tools and areas should be managed by an expert only, as you don’t want your rankings to crash because of a small mistake. An SEO agency can help you increase your visibility on the SERPs, thereby increasing the number of leads and new customers. If you’re after some expert help, Lexel are a London based SEO agency whose services are highly recommended!

  1. EAT

  • Expertise
  • Authoritativeness
  • Trustworthiness

Search engines, specifically Google, analyse the quality of your content based on the above-mentioned factors. Google evaluates the length of your text (the longer, the better), use of case studies (showing you have proof of the claims) and checks social proof (hyperlink your content with authority sites to highlight social proof).

Google also checks your credibility through testimonials, certifications, trainings, referrals and links to authority sites. Your content is deemed to be trustworthy if people want to stay on your web pages for longer. At the users end, your content structure and web design are also important factors. The measure of trustworthiness for your web pages is mobile optimisation and low bounce rates.

  1. Traffic Evaluation (Google Analytics)

Traffic evaluation tools are used for purposes related to digital marketing intelligence. Take the example of Google Analytics. It tracks the source of traffic, demographics and device. Traffic evaluation can help you identify the interests of your target audience and the source of your website traffic. Using this information, you can revise or adjust your SEO strategy accordingly.

  1. Web Design

User-friendly and mobile optimised: these two words describe the important features of a good web design. The text to HTML ratio should not be less than 15:85. Ideally, text should be 20% or more. Your web pages should also be optimised for all devices. Google analyses the responsiveness of your web pages using its algorithm MobileGeddon.

  1. Search Engine Crawlers

Even small mistakes in your digital marketing efforts can push search engine crawlers away. These include:

  • Using too many cookies on your web pages
  • If your website uses Flash, DHTML, or JavaScript
  • If your content has more than 2% keyword density
  • If your content has more than 4 internal links
  • If your images do not contain names

On-page and Off-page optimisation should always be done organically. The loading speed of your website and content relevancy are two elements that are often ignored, which can adversely affect your website’s SEO.

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