Let's face it—the way people behave online is changing
rapidly. For more than 25 years, search engine optimization (SEO) has been the
gold standard for getting websites and blogs to rank well in search engines.
According to Search Engine Journal, Multimedia Marketing Group was using the term "SEO" as early as 1997. Back then, the way websites ranked in search engines was based primarily on listings in web directories. Over time, other factors, such as keyword inclusion, became more important for on-page SEO.
Evolving on-page SEO methods
Keywords were once the end-all-be-all method for getting
websites to rank higher in the search engine results. Unfortunately for
searchers back then, the results were often spammy websites with no actual
information. There were a few reputable websites that provided people with
valuable information about the topics they were searching for, but those
websites were often hidden in the middle of those spammy ones.
Back then, there wasn't much focus on how much value a
website provided to readers. People could create websites with hundreds of
pointless pages of keywords. Those websites would rank near the top of the
search results because of all the keywords, but they were useless.
Eventually, Google began to introduce algorithms that
trended more toward the value of the information as the basis for search engine
results placement. The constant evolution of algorithms means websites have to
ensure they remain on top of what's important. One thing is certain now—keyword
stuffing and spammy content won't rank well in search engine results.
Improving search engine results placement
In order to rank on the first page of the search results
today, you need a multi-faceted approach to optimizing your content. The
primary goal of each piece of content you put on your website or blog has to be
engaging your readers. Search engines pay attention to the bounce rate of
websites now, so keeping readers on your page longer is more favorable for your
website than having them click away quickly.
Provide valuable information
The information you put on each page of your website must be
valuable to the readers who land there. It should be easily digestible, so you
may have to avoid a lot of technical or industry jargon unless your website is
tailored to only professionals in your field.
Sprinkle keywords into the content
Keywords still have a place in SEO, but you have to handle
them carefully. Keywords can't make the content sound unnatural. Writing the
content and then going back to see where you can make minor adjustments to
improve the keyword density is one of the most valuable ways to improve SEO
without sacrificing human readability.
Include proper headings
People who are reading online content often don't take the
time to read every word on a page. Instead, they skim what's being said so they
can find what they need. This makes headings one of the most important SEO
elements on the page. Strong headings that contain pointed keywords can guide
your readers, but they can also help search engines evaluate the content on
your website and rank it appropriately.
Implement a suitable linking strategy
The linking strategy for your website is another important
factor for search engine placement because it provides clues about the
authority of your website. Inbound and outbound links both matter for SEO.
Inbound links require you to have high-quality information that makes other
websites want to link to your content. Outbound links require you to ensure
you're only linking to authoritative websites.
Keep brand voice consistent
One on-page SEO component that many people don't think much
about is your brand's voice. Keeping the brand voice consistent across the
entire website and connected channels, such as the blog and social media
accounts, is critical. The brand voice builds trust with your readers and lets
them know when your content is authentic.
Putting your on-page SEO strategy together
Your company's on-page SEO strategy has to pull together
several components, but the way that happens is a highly customized process.
Many small business owners who try to craft an SEO strategy on their own find
the process daunting. Instead of wasting valuable time trying to figure out
SEO, consider hiring an on-page SEO strategist who can work with you to create
a strategy that places your website right on the screen of the readers who
benefit from your goods or services.