Every piece of content you create should be developed with SEO – search engine optimization – in mind. SEO is less of a moving target than in years past, so now is a good time to commit to the three elements that will make your content pop in search engines.
Write with Keywords and Phrases
The words you use get the attention of search engines. Write your content with relevant keywords and phrases. Make sure to put keywords everywhere that makes sense: titles, heads, subheads, captions, and paragraph text.
Link within Your Site and to Other Sites
Create connections – links – to related content at your site. If you are blogging about a service, link to your service page. Link your services to related blog posts.
Also create links to related content at external websites that help to build your message and brand. Use keywords for link text whenever it makes sense.
A word of caution – don’t create too many links. This detracts from the usability of your site and reduces SEO. You are rewarded for quality over volume.
Mind Your Page Structure
Pay attention to proper HTML structure for each web page. Use header tags (H1, H2, etc.) Populate meta tags, including the meta description that will be used for search engine result pages. Also populate alt tags on images and other non-text elements of the page. As always, use keywords as appropriate.
There are other structural elements that need developer expertise. Make a plan to check in with your developer at least once a year to make sure your set up and coding complies with current SEO standards.
Be Mobile Friendly
Another structural must do: your site must be mobile friendly. Mobile search engines will downgrade or – worse – not show – a website that is not optimized for mobile devices. To ensure you will be seen, your website must be mobile-friendly.
Keep Up with Changes
Subscribe to one or more websites and blogs that track the latest search engine optimization requirements. One option is the Kurtz Digital Strategy blog.