In this article we will continue this guide by going deeper into the important concepts to understand and adopt to have a solid SEO strategy.
1- The architecture of your site and internal links
What we mean by architecture of your site is quite simply the organization of your pages on your website and the way in which they come together thanks to the links. This structure may be trivial to you and in fact has a big impact in search engine rankings. The reason behind the importance of links is as follows, search engines perceive links as “confidence votes” and help Google understand the usefulness and importance of your page.
Search engines also look at the text you use to link to pages, it's called anchor text. By using descriptive text to link to a page on your site it helps Google understand what that page is .
⚠️ Be careful not to exaggerate your keywords in your inter page links, as we told you in the first part of this guide, this could be detrimental to you.
- Let's see a quick example to help you understand the concept of link equity (or the number and quality of links pointing to a page) affects site architecture and how you link internally. Suppose we have a window cleaning site :
- We published an amazing study on the impact of snow on windows in winter in cold climates.
- The study is published on our main window cleaning site . All other pages are simple sales-oriented pages explaining various aspects of our company's window cleaning offerings . No external site is linked to any of these pages.
- The study itself may be well placed to rank well in the search results of various searches made by users. Sales-oriented pages are much less so. However, linking our research to our most important pages focused on sales, we can pass some of the authority of our study of these pages. They will not be as well positioned es search results in our study, but they will be much better placed as if they had no documents are making reference (on our site or on other sites).
⚠️️ Important note: in this example we have linked a fictitious page presenting a study to our service pages, but we recommend that you link your service pages or your less visited pages to your home page, which is often much more visited , or to pages with a large number of traffic .
2- Content of your pages and creation of links
Google's algorithm is still largely link-based, having a number of high quality links to your site is extremely important in driving organic traffic.
What we recommend doing in order to build lasting and effective links is to focus on more general and lasting marketing approaches such as creating and promoting useful content that also includes specific terms that you want to rank for. To put it simply, what we mean is that it is essential to share your content on several platforms such as social networks in order to generate sharing and create links. For this it is important to know how to maximize your chances of sharing.
1- Identify and understand your audience
As with any good self-respecting marketing strategy, you need to know your persona. By knowing your persona you will be able to speak adequately to your target audience and thus they will be more likely to share your content. We recommend this free online tool to define your persona: Hub spot Make my Persona.
2- Determine what content you can create and how you can promote it
Here are some tips for content that people like a lot and that work pretty well for you.
- Create something that solves problems for your prospects and customers.
- Take back what is already working. By looking at what is already working and creating something with a different approach .
- Highlight the s tools you use every day. When you've showcased someone or their product as a valuable resource, they are likely to help you share and promote that content.
Focus on creating different types of content that will have real value and have a plan to promote that content.
3- Frequent SEO Problems and Technical SEO Best Practices
Optimizing your content and website with the right keywords and adding enough links is not enough in some cases. Indeed, there is what is called technical SEO.
1- The speed of your pages
More and more search engines are emphasizing the fast loading of the site. The good news is that this is not only good for the search engines, but also for your users and your site's conversion rates. Google has created a useful tool here to give you specific suggestions on what to change on your site to resolve page speed issues.
2- Optimize your site for the mobile version
If your site generates significant search engine traffic from mobile searches, your site's navigation level will affect your ranking on mobile devices. In some niches, mobile traffic already exceeds computer traffic.
If your redirects aren't done well on your site , it can seriously impact search results. V ou must avoid moving the contents of your site URL to another; in other words: if your content is on example .com / page and that page receives traffic from search engines, you want to avoid moving all the content to example.com/ different -url / newpage.html, unless there is an extremely strong business reason that would outweigh any possible short-term or even long-term loss of search engine traffic. If you need to move content, you must ensure that you implement permanent redirects (or 301), because temporary redirects (or 302) (which are frequently used by developers) indicate to Google that these displacements can be temporary.
4- Duplicate content
By duplicating the content (putting the same content or nearly identical content on multiple pages), you dilute the authority of the links between two pages instead of concentrating on a single page, which gives you less chances of you classifying for competitive phrases with sites with a lot of authority . Having large amounts of duplicate content makes your site appear cluttered with lower quality content in the eyes of search engines.
4- How to track and measure SEO results
You can easily measure your organic traffic with most analytics tools. Since it is free and the most used, we will see how to get this information in Google Analytics .
For a quick check you can just look at your site's main page , quite often you will see SEO reports.
5- Additional resources on SEO
Doing SEO and appearing in the top of Google searches for your main keyword is essential and should be your priority . However, we strongly advocate doing what we call “local SEO”. This amounts in most cases to: your service + name of the city you serve. This technique helps you rank in local searches. On the other hand, specific factors specific to local SEO should be taken into account in order for your content to have the chance to rank in Google search results.
SEO is an essential tool in the digital marketing strategy. It is important for the visibility and notoriety of your business. In addition, the considerable advantage of this practice is its durability. Indeed, adopting and implementing an effective SEO strategy takes time, but once optimized, this strategy is valid in the long term ( obviously, it is important to maintain your SEO). If you want more information on SEO or if you want to delegate this SEO strategy to a team of experts, contact a trustworthy SEO company today!