If you are new to SEO, you will find this guide to create SEO building blocks for your websites is useful and you may keep it in your pocket all the time! Businesses are reaching out to customers through digital fronts. And one of the main method is by optimising your landing pages (or business websites) via SEO – Search Engine Optimisation.
How to create SEO Building Blocks
A. Help people find your website(s).
If you have a website, you might want to make sure that when someone searches certain keywords or information on Google, Yahoo, Bing or other search engine, they will be led directly to your website. One key rule is to include relevant text content such as words and phrases that those search engine can crawl and detect, ultimately giving the right information to your audience. Only by understanding how SEO works, your business can benefit from its online marketing, hence improving your ROI.
B. How to build your SEO building blocks
Now you can gauge the importance of having keywords for your SEO strategy. However, there lies challenges to SEO. First, is how to identify the proper words or phrases for your business, products or services you are offering. Second, is how to include those in the website so that your website can get better rank in search engine.
1. Start from the top, then down.
List down all the important categories, topics, products, functions, offerings and so forth – of your business. Try to come up with the relevant keywords for them. Whenever possible, be specific in formulating the keywords and phrases. Once you have your main set of keywords and phrases, the next step is to go deeper, by giving more relevant specifics. For example, if you sell vegetable and fruits, you may come with keywords “fresh delivery”. “fresh produce”, “organic fruits” and so on.
2. Put yourself in your customers’ shoes.
Remember that your business may have different types of customers with different price needs, product needs, offering needs and so on. Please note that some of your customers are in different buying stages as well. Some may only need to find introductory information, some may even be regular visitors but have yet to make any purchase, and so forth. By placing yourself in your customer shoes, this can help with your words / phrases search.
For example: If you have blueberry garden but your focus is to have your customers buy them online and have them delivered. Instead of using “vegetable garden” as your keywords, you may try “organic blueberries delivered in Palo Alto” or “fresh blueberries delivered after office hours” (note this is called long-tail-keywords)
3. Revisit your old, existing data.
There are several ways how to find such search. If you use Google Analytics of other traffic analytics softwares, you will be able to find some search terms that your customers use to find your products / sites / offerings, so on. By generating relevant analytics reports, you can find useful terms to improve your keywords planning. Note that some blogging sites / e-commerce sites are connected to powerful search plugins that allow you to get a list of keywords that your customers typed in the search box.
4. Study your competitors
Look at how your competitors structure their keywords (title, meta tags, captions, descriptions), in the headings / subheadings. You can even subscribe to some traffic management tools to spy on their keywords.
5. Localise your terms (if applicable)
Some businesses may want to target international audience. You may find some cultural difference and the way the local customers perceive certain keywords. Make sure that you can include all the localised and relevant names describing the geographies you are targeting. Visibility is very important if you want to get a higher rank amongst your competitors.
6. Subscribe to SEO Online Tools
There are available SEO online tools in the market where you can plan, manage, analyse, optimise and more. Some even provide functionality to detect and search for your competitors keywords / phrases alongside their rank and information.
Choose the one that is applicable to your budget and needs. There are some options of free package, free trial, and subscription. There are some of them: Google Analytics Site Search, Google Keyword Planner, Google Trends, Keyword Eye, Keyword Revealer, KeywordTool.io, KWFinder.com, Microsoft Bing Ads Intelligence Tool, Moz Pro Keyword Explorer, SE Ranking, SEMRush, SimilarWeb Pro, SpiFy, Trellian Keyword Discovery, Wordtracker and more.
7. Primary consideration while priotising keywords.
As the first step, you need to find keywords that have viable impacts for your business. Select the best ones amongst the other impactful keywords in your repertoire. Note that the more popular the keywords are, the more competitor and the higher the cost is. So, this can also take into consideration whether you want to compete with the same keywords or try to find a better niche.
8. Ongoing keyword research
You may want to safe-keep the unused keywords for future references as you monitor and improve your keywords. Keyword research is an ongoing process, where you want to re-adjust / amend or update to ensure you can get better traffic and conversions. Consider reading up on new SEO techniques, study the new market insights and so on. A good practice is to so this process 2-3 times a year.
C. How to optimise your keywords for websites
Again, one you collated your lists of keywords for your website targeting, it is time to optimise your websites to get higher traffic (visitors) in the search engine. Note that search engine technology is being developed to understand and crawl in websites with relevant information, easy to digest content and those who give better reading experience for their readers.
1. Group keywords to optimise individual webpages.
Although whenever you have a site with some high ranking pages may provide “authority/weight” to all the pages, any given keywords found from search result will still be pointing to individual pages. So it is a logical step to group 5-10 keywords to be the focus of a certain webpage. Then, amongst these keywords, select the main keyword to be inserted in the page title, heading and main paragraph; whilst the rest will be placed throughout the page.
2. Content and Metadata
Remember to implement these 2 elements, content and metadata. Content is the text that appears on you website for visitors to read (includes headings, body text and image caption). Metadata only appear in the HTML section of your website, and invisible to the visitor (metadata includes title tag, description tag, image attributes, page and image URL)
Search engine will scan various elements to be able to give rank and quality score for your website. The higher the rank and its quality score will enable your website has higher position and shown to your visitors more often. Search engine will look at how you structure your keywords, content, relevancy, metadata information, and so on.
Search engine algorithm is being updated from time to time, and it is very difficult to find out what the new rules are for SEO. However, as long as you follow the rule of thumbs discussed in this article, your websites should be fine and improving.
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