What was promised is debt. As we don't want you to abandon this article amidst yawns, we will try not to abuse technical terminology and look for clear and direct language. If your company wants to revitalize its website, what are the main SEO tips you should take into account?
Ideally, you should start working on SEO from the very moment you lay the first stone of a new web project, while it is still in development. It is not the same to do a controlled work with precision from the beginning as to put patches to a project already in progress, but it is not always possible to work in an ideal scenario. Let's start step by step.
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1. Be wary of anyone who promises immediate results
Positioning a new brand or improving the SEO of an existing website can be a matter of weeks or even months, depending on the level of competition in the sector where your brand is located. There is no way to guarantee a specific position in searches within a certain period of time and if someone makes you that promise, it is very possible that they will not act in a transparent way.
Google rules and any page is liable to have a change of algorithm cause it to lose (or gain) positions. Don't forget that web positioning is a discipline in constant evolution, with new trends that are gradually being imposed. To give an example, nowadays there is more and more talk about pillar pages and topic clusters, a more complex SEO concept than what we are going to see in this post, but which we will talk about later in another article.
2. Research your keywords
This is one of the areas in which the help of an expert can be most necessary, because a mistake in the selection of the keywords in which you are going to try to position yourself, can make your whole SEO strategy collapse like a house of cards.
It is not enough to think about the terms your potential clients use to find your type of product or service, but you have to go a step further and do some research to find those keywords in which we have the best chance of achieving a good position in Google (or other search engines) and at the same time generate enough searches to make our effort profitable.
There are tools that allow us to do this work, even for free, such as the Google Keyword Planner. Always remember these two criteria: number of monthly searches (although if you don't have an active AdWords campaign, it will offer you a range of figures instead of the specific amount) and level of competition. The balance between these two factors can be the success of your brand's online content marketing strategy. Think that with this work you will avoid the loss of time that involves generating content to position yourself with keywords with a very high level of competition, which make it almost impossible to reach the first page of results, and neither will you fall into sterile efforts to reach the first position in a search that no one does.
3. Work on your content
You already have your keywords and now you have to create attractive content that incorporates those terms and at the same time responds to the questions or needs of your customers (potential or current). Start by creating a web page or a post for each of your keywords, always with valuable and original content, never duplicated from other websites.
Think that you have to write for SEO, but also for human readers, because that will also improve your positioning. For example, the time spent on the page, the reduction in the number of visitors who leave your website prematurely (here the term bounce rate comes into play) or the fact that others share and link your content are factors that Google also takes into account when ordering its results and that have a direct bearing on the satisfaction of the people who read your content.
4. Optimize title and description tags
We are aware that many people get nervous when we start talking about code, but there are some adjustments that can be made without excessive complications from an administration panel, most of the times through a simple plugin that allows you to fill in a field as if it were a form.
Meta tags are some of those elements that are part of the HTML code of a website and can be easily edited. In this sense, there are two that should be highlighted, the title and the description (meta description), which are not visible on the website itself, but are important for search engines. These two fields help the robots to categorize the content and are part of the information that the user sees when making a search, so they can help improve the number of clicks (and therefore the position of the user).
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