The Idea of search engine optimization is to have the search engine spiders not only find your site and pages but also specifically rank the page relevance so that it appears at the top of the search engine results. The process of optimization is not a one-time process but requires maintenance, tuning, and continuous testing and monitoring.
Below is a broad four-step strategic process content optimization.
Step 1: Target Market Analysis
a) Website analysis. Analysis of meta sets/keywords, visible text and code to determine how well you are positioned for search engines. For eg, how much code do you have on a page compared to text?
b) Competitive analysis. Inspection of content keywords and present rankings of competitive websites to determine an effective search engine positioning strategy. Select the top ten results in the Google listing results to begin this process. Expand as necessary. Use tools such as Semrush.com and Keywordspy.com.
c) Keyword nomination. Development of a prioritized list of targeted search words related to your customer base and market segment. Begin with this: What would you type into a search engine to find your business website or page? Try to think like customer!
Step 2: Keyword Research and Development
- Keyword analysis. From nomination, further identify a targeted list of keywords and phrases. Review competitive lists and other relevant market sources. Use your beginning list to determine a pinpointing number of recent search engine queries and how many websites are competing for each keyword. Prioritize keywords and watch out for misspellings.
- Baseline ranking assessment. You need to understand where you are positioned in order to accurately assess your future rankings. Keep a simple Excel sheet to start the process. Check weekly to begin. As you get more comfortable, check every 30 to 45 days. You should see improvements in website traffic, a key indicator of progress for your keywords. Some optimizers will say that rankings are dead. Yes, traffic and conversions are more important, but we use rankings as an indicator of our presence.
- Plans and Objectives. Clearly define your objectives in advance so you can truly measure your ROI from any programs you implement. Start simple, but don’t skip this step. Example: You may decide to increase website traffic from a current baseline of 50 visitors a day to 150 visitors over the next 30 days. Or you may want to improve your current conversion rate of one percent to two in a specified period. You may begin with top-level, cumulative numbers, but you must drill down into specific pages that can improve products, services, and business sales.
Step 3: Content Optimization
a) Page titles. Keyword-based titles help establish page theme and way for your keywords.
b) Meta tags. Meta description tags can influence click-through but aren’t directly used for rankings. (Google doesn’t use the keywords tag anymore.)
c) Place strategic search phrases on pages. Incorporate selected keywords into your website source code and existing content on selected pages. Make sure to apply a suggested guideline of one to three keywords/phrases per content page and add more pages to complete the list. Ensure that related words are used as a natural inclusion of your keywords. It helps the search engines quickly determining what the page is about. A natural approach to this works best. In the past, 100 to 300 words on a page were recommended. Many tests show that pages with 800 to 2,000 words can outperform shorter ones. In the end, the users, the marketplace, content and links will determine the popularity and ranking numbers.
d) Develop new sitemaps for Google and Bing. Make it easier for search engines to index your website. Create both XML and HTML versions. An HTML version is the first step. XML sitemaps can easily be submitted via Google and Bing webmaster tools.
Step 4: Continuous Testing and Measuring
a) Test and measure. Analyze search engine rankings and web traffic to determine the effectiveness of the programs you have implemented, including assessment of individual keyword performance. Test the results of changes, and keep changes tracked in an Excel spreadsheet, or whatever you’re comfortable with.
b) Maintenance. Ongoing process of modification of new keywords and website content are necessary to continually improve search engine rankings so growth doesn’t freeze or decline. You also want to review your link strategy and ensure that your inbound and outbound links are relevant to your business. Additional blog page will provide the additional content and regular updates. Ask your web master to add blog to your web page.