Search Engine Optimization

Some thoughts to consider regarding Search Engine Optimization:

  • Each topic area looking to rank for should have its own separate page of content – with the opportunity to create subpages from there to further explain more specific details that searchers seek.
  • Research what people are searching for – and produce content with that in mind
  • Ensure your CMS supports custom title tags – and have keyword research guide the wording of those title tags (for established websites, title-tag rewrites produce huge gains in rankings/traffic).
  • Encourage the click from search results: While title tags should consider what people actually search for (per above), they should also encourage a click from search results – find phrasing that does both; Meta Description tags, which don’t affect rankings, should be written in a way that informs but also encourages the click from search results
  • Utilize keyword-rich internal linking to help search engines understand the content of the destination page (and to help readers as well!)
  • Use Schema/Rich Snippet markup where appropriate
  • View organic listing CTR data via Google Search Console and optimize/test accordingly (change title, description, etc. for higher CTR)
  • Content creation: Drives search traffic; provides link opportunities; provides social sharing content
    • A blog interface included with a corporate website (same URL), provides an easy way for anyone on staff to produce content that can not only inform, but drive search traffic, and sharing via links and social.
    • Extract interesting findings from existing (or cultivatable) data and use that for a content piece that is supported by social sharing and a press release
    • Create helpful tools for target audience (calculators, etc.)
    • Bring information or data from other sources and group/display/present it in a helpful format
  • Support content distribution by promoting to existing members/contacts/networks and with paid support (paid social media ads/placements, etc.)
  • Utilize social meta tags that enhance content snippet display when shared socially
  • Ensure content is available and readable via mobile
  • Optimize pages for retention reasons as well — i.e. optimize pages so existing customers can resolve their issues quickly via search engines (log in page, support page about topic x, online manuals, helpful downloads, etc.)
  • If tracking keyword rankings, group similar terms together based on common keyword – and track that grouping (thus including long-tail terms in the reporting and focusing more on categories versus specific wording)
  • If business has a local address, complete and verify accounts with Google My Business, Bing Places for Business, and Apple’s Maps Connect
  • Ensure URL redirects are in place in the event that page URLs change (for users and search engines)
  • Set up Google alerts for ‘site:yoururl’ to be informed when new pages are indexed