Search Engine Optimization

Search engine optimization (SEO) is the art and science of improving your website’s visibility in search engine results pages (SERPs).

The dominant search engine is Google; most conversations about search will revolve around Google. Other search engines to be aware of include Bing, DuckDuckGo, Baido, Yahoo!, and Yandex.

On-page SEO

• Quality and Relevance: Craft informative content that resonates with your target audience. Google loves fresh, valuable content.
• Keywords: Research relevant keywords people use to find information like yours. Include them naturally throughout your content. Investigate what people are searching for on your site, and consider adding content to your site that aligns with these popular searches.
• Structure and Readability: Break up your text with headings, subheadings, and bullet points for easy navigation.

Technical SEO

• Mobile-Friendliness: Most searches happen on phones, so ensure your website offers a smooth mobile experience.
• Site Speed: A fast loading website keeps visitors happy and improves SEO ranking. You can improve site speed by ensuring your site uses resources efficiently.
• Optimizing Images: Use descriptive filenames and alt text to improve image search visibility.

Important SEO concepts

• Backlinks: Earn links from high-quality websites relevant to your niche. These act as votes of confidence for your site in Google’s eyes.
• Internal Linking: Link relevant pages within your website to improve user navigation and SEO.
• User Experience: Prioritize a positive user experience. This includes a clean layout, easy navigation, clear straightforward content, and optimized mobile experience.

SEO is constantly evolving. Stay informed about the latest best practices to maintain a strong presence in search results. By following these practices, you can increase your website’s organic traffic and get your content seen by the right audience. Remember, SEO is a marathon, not a sprint. Consistent effort and high-quality content are key to achieving long-term SEO success.

• Search Engine Land is a popular and reliable resource for SEO news and updates.
• Google Search Console (GSC) is a helpful tool for understanding what people are typing into Google when your website appears on a SERP. By analyzing the query, page, impressions, and position data provided by GSC, you can identify areas of opportunity as well as gain an understanding of where you’re performing well.
  • Microsoft Bing has a similar product called Bing Webmaster Tools.
• Paid SEO tools like Ahrefs and SEMRush are popular and proven resources for SEO.
• Free SEO tools like Google Trends and AnswerThePublic are useful, but limited in capacity.