SEO Part II – What Can I do to Improve our SERP?
An important component of any digital marketing strategy is Search Engine Optimization (SEO). Of course it is important to keep in mind that SEO takes work and patience. The changes in search results are purposely slow – Google and other search engines do not want people to game the system and shoot to the top of the list. The good part is that your patience will be rewarded, once your page is high in the search results they will continue to stay there. The best part of SEO is that a large number of people use search to find businesses and products – so once you have optimized the traffic is free.
Our first Search Engine Optimization post was very basic – explain what a SERP, Search Engine Result Page, was and how onsite and offsite factors affect your search results. To refresh your memory here is the link to the first SEO post. This post will show a quick list of items to consider when working to improve the search results of your website and internal pages.
OK, so the question is what can I do to improve our websites search results? (We have purposely kept this high-level; we will continue to provide more detail on this blog.)
First pick a few keywords that you want to use to drive people to your site. Keep in mind that the more common the keywords the harder it will be to move up the list. If you product is in a market niche with unique keywords you are in luck – focus on these niche keywords.
Next to improve search engine results for each keyword, go through this checklist:
- Check every keyword and page to ensure that the headers, titles and content reflect the overall keyword or keywords for that page.
- Check that website page titles, description metatag and keyword metatags contain consistent information for the page.
- Ensure that all links on the site are valid.
- Link within the site to other related pages or content. Use keywords as the linking text. So for example if you have a weekly blog or news release, make sure that it links to the appropriate pages within the site. Also make sure the link text and result page title contain the primary keyword.
- Ensure that thepages load quickly. Less than 100K bytes.
- Submit site using the Google website tools
- Submit your site to online directories. Yahoo, DMOZ, Yellow Books…
- Create a company site on LinkedIn and FaceBook.
- Start experimenting with Twitter.
- Use the most up-to-date website/search standards – including a sitemap.xml and robots.txt files.
Authors: Jay Murphy, Brett Ackerman, Trionia, Inc.
Other good SEO checklists to review include:
15 Minute SEO Checklist A great list of positive, and negative, SEO steps you can take.
Google Ranking Factors – SEO Checklist An interesting table of factors assumed to be used by Google based on a recent patent filing.
Some tools available online to consider when checking SEO.
- Keyword density: http://www.seochat.com/seo-tools/keyword-density/
- Check for valid links: http://validator.w3.org/
- Performance testing tool: http://tools.pingdom.com/