Search Engine Optimization is a broad subject. Google has confirmed that there are over 200 separate ranking factors which determine how a site ranks in the organic results.
Obviously, you could focus on perfecting every one of these factors for your clients, but unless you have unlimited time or an army of SEO specialists, this will limit you to 2 or 3 separate clients.
Since the different ranking factors are not weighed equally, the key to maximizing your impact will be to concentrate your efforts on factors that will affect ranking the most. Although ranking factors are in a constant state of flux, at the start of 2017, the following factors will provide the most bang for your buck.
Content continues to be the most important ranking factor. After all, without content, your website might as well not exist. The quality, quantity, and relevance of your site are more important now than ever before. But as search engine algorithms improve, the technique of stuffing content with certain keywords is rapidly losing value.
Your content needs to be well researched and provide relevant information that relates to the search query. In an ideal world, with the exception of outbound links to reference or support your arguments, a visitor should never have to leave your site to get more information. For creating new articles, your aim should be to become a primary source of information for that topic or industry on the internet.
2. External Links
The better your content, the more likely other websites will be to link directly to you, which enhances your site in the eyes of the search engines, and should propel yours further up the organic rankings.
Content can take many forms; don’t focus exclusively on the written word, consider podcasts, videos, and even infographics. Not everyone consumes information in the same way, so the more alternatives you provide, the higher the likelihood of other sites wanting to link to your work. It is also a great idea to include as many different options within one post, so, for instance, adding a quality infographic to enhance a written article, may be very beneficial.
People may link to your entire article, simply because of the quality and information conveyed within the infographic.
3. The Influence Of Mobile
Mobile has grown increasingly popular over the past few years, and in 2017 more searches are conducted on a mobile phone, than on a desktop computer. According to Google, mobile sites have now been given priority over desktop sites, and for obvious reasons. Mobile now accounts for 65 percent of digital media time and shows no signs of slowing down.
This means that your site needs to be completely mobile-friendly, or it risks being devalued by the search engines. Don’t, however, fall into the trap of making your site mobile compliant just to tick the box. Consider the end user experience, will your site encourage real visitors to return on a daily basis? In the same way that individual sites used to create content for search engines, some mobile sites are being launched to pass the search engine requirements.
Never forget that search engines might deliver the traffic, but if your content is thin or poorly written, those visitors will leave just as quickly, and they certainly are unlikely to purchase anything. Creating the perfect mobile website can be a huge undertaking, but mobile growth is showing no signs of slowing.
There are obviously at least 197 other factors you could work on, to improve your SEO, but these three are certainly where Arcalea will be focusing our efforts moving forwards. Ensure that you direct all of your attention to those three factors and don’t be get distracted. This will put your SEO efforts on a strong foundation.