As a New Zealand business owner, are you confident your website is optimised for today’s SEO landscape?
Things are changing rapidly in the world of search engine optimisation and if you want to maintain and maximise your slice of the online pie, you have to stay abreast of SEO techniques. Here’s your guide to the best online strategies for this year.
Nothing is more important on your site than the words on the page. So be sure your publishing content of genuine value and not just filling the pages up. Your goal should be to become known as the resource for your field.
Keep a steady publishing schedule. New content draws and inspires visitors and boosts the crawl frequency of the search engine spiders.
Keyword optimisation still plays a central role in on page SEO strategies. However, the rules have changed. It’s no longer enough just to plonk in the right keywords in the right places and expect Google to reward you with high rankings.
Last year’s Hummingbird update shifted the focus from keywords to topics and user intent. Google is better able to understand concepts, synonyms and relationships when it comes to parsing content for meaning and value. This means your content must be unique, natural and valuable.
Google’s own ranking algorithm (in fact the entire web) was based on hyperlinks. Links within the various pages of your site offer several benefits:
- They enhance navigation and help your visitor to access related information.
- They work to establish a hierarchy of information that’s clear and logical
- They can spread link juice between various pages.
- They can help with visitor engagement metrics such as bounce rate and time on page.
Your title and description meta tags show up in the SERPs (search engine results pages), so spend a lot of time crafting them. Treat them as little ads and make sure they’re unique for each page on your site.
This involves adding markup language to your pages to get enhancements to your listing in the search results. If you run a restaurant you can have special menus and opening hours show up, for example.
These markup tags include author and publisher tags that show up in the SERPs for your site and can be very useful for building your authority.
Related to on page SEO are the web design concepts of usability and readability. Moreover your pages have to look good and convey your values and your brand.
Navigation should be clear and intuitive and everything should be setup to ensure a flawless and engaging user experience. Most importantly, make sure you employ responsive web design to allow perfect rendering on the small screens of mobile devices.
SEO techniques are always changing, but one thing always remains the same – your need to create a resource that addresses the concerns of you prospective visitor and provide him with the solutions he’s looking for. All your onsite strategies should be focused on this goal.