Well, it's been a while since my last post of Search Engine Optimization. I guess that's only natural seeing as I declared that 2012 would be the end of SEO. However, I am still asked quite frequently about when and how search engines rank sites. So, I thought that I would give you the 5 latest and greatest tips to optimize your site for search engines. Before I do that, I thought it might be nice to do a quick refresher course on what SEO does and what search engines want to see.
When looking at SEO always remember this:
It is the goal of any good search engine to connect searching people with helpful websites.
They use the information your website provides to determine who you can help based on the queries provided by their users. If you have a lot of information about toothbrushes, then they really don't want to connect you with people searching for Spackle. If you have a lot of information about interior design, then they want to connect you with the people searching for related topics (who will probably be in your target audience). However, if you only have information about yourself, then they probably only want to connect you with people who are searching for ... you.
The Latest and Greatest SEO Tips
The latest and greatest SEO tips happen to be the oldest and most fundamental tips as well. Really it all comes down to frequently and consistently providing the information and education that your clients and potential clients want or need in a manner that is easy to find and easy to share. That's kind of a long tip. So we'll take it piece by piece. We'll start with the most important.
Information and Education
I've mentioned before how the content that your site provides should seek to educate your clients about your industry and or related industries. That is absolutely vital for good, long-lasting SEO. However, in the narrow focus of education, don't forget to inform your potential clients about who you are. Here's a quick example.
If you are selling airplane tickets here are the three things on which your content should focus:
- How to purchase airplane tickets
- About the airplane industry
- Related topics of interest to airplane ticket buyers
Wants or Needs
You've heard the old saying, "Give the people what they want." And that's not bad for when you want to work the crowd into a frenzy. But, unless your business is throwing pep rallys, you're going to need to give your potential clients something with a little more substance. Sometime that's going to mean giving them something that they honestly don't want but they desperately need: the truth. Don't lie to your clients even if they want to hear it. Be honest with them. If your product isn't going to do everything that they want, let them know that before they purchase it. This is why I go to such lengths to educate my clients on the limitation of websites. These things are tools; don't expect them to be magic wands.
Frequency and Consistency
Static sites are only helpful to clients and useful to business for a short while. Dynamic sites, on the other hand, can be a clients most valuable resource and a businesses most profitable representative. As great as my clients are about referring new clients, my blog is the best salesperson I have! Frequent updates are paramount when working on SEO for many reasons. They provides loads of content for search engines to crawl. They indicate activity and involvement on part of the business. They also give people a reason to keep coming back. One way to make sure you update frequently is to update consistently. Pick a day of the week and make yourself update your site on that day. If you are consistent then your readers know to look for your posts even before they see it.
Clients and Potential Clients
I know this is a no brainer, but you have got to know who is coming to your site. You also need to know why people are coming to your site. You need to know what it is they are wanting to know! Once you know that, put that information front and center. Feel free to add in some antidotes and current events, but don't make pop culture your focus if your clients are looking for something a bit more specific.
Find and Share
If you haven't guessed it already, you can make headway on the first 4 tips by utilizing a blog in you site. For this last tip you're going to need to take a few steps out. You need to make in easy for people to find and also share the education that your provide. Search boxes are really great once people get to your site, but what about when they are out and about? Here it is, my friends. The buzz words you've all been waiting for ... Social Media! Social Media make great platforms for sharing your website and the updates therein. When you offer something new on your site you should tell the world. You can literally reach out to the world through Facebook, Twitter and Google Plus. But, don't stop there. If you want to optimize your site for search engines, add social share buttons and make it easy for others to share your information as well.