SEO efforts require forethought and planning to obtain the best results, and business’s SEO strategy is ideally incorporated into the planning stages of a website development efforts. Website architecture, the overall marketing plan, content development efforts and more are affected by SEO.
Customizing Your Strategy
SEO, once a highly specialized and often marginalized task relegated to the back rooms of website development teams, is now a mainstream digital marketing activity. Its rise can be attributed to several emerging trends.
Organic search is one of many viable online marketing channels. SEO strategy should be geared toward increasing organic search exposure for branded keywords.
In addition to targeting brand terms, you will want to rank well for nonbranded search terms that are specific to your core business.
When searches see you ranking highly on these types of search terms, they will associate your brand with the product or service and assume you are one of the best places to purchase from.
Today is search environment is highly competitive and you need great SEO to capture targeted, high-quality traffic to your site.
While a business that engages with many of its customers through offline channels can drive traffic by telling those customers to visit its website.
SEO fills the different, more critical role of bringing new prospects to your website from an audience of people who might not otherwise have been interested in, or perhaps even aware of, your business at all.
High Return on Investment
Increasing online visibility and driving targeted traffic are the first steps to success with SEO. For most organizations, goals are defined as generating sales, leads, or advertising renueve.
For others, goals may include promotiong a particular message, consuming, sharing or perhaps creating specific types of content.
SEO generally brings a higher ROI when compared to TV, print, and radio advertising campains and while traditional media is not in danger of being replaced by SEO organic, search can provide some hig-margin returns that complement and enhance the use of offline media.
Developing an SEO-Friendly Website
The first step in the SEO design process is to ensure that your site can be found and crawled by search engines. Developing SEO-friendly site architecture requires a large number of factors that influence how a search engine sees your site. Let’s see some of them.
Search engines have challenges with identifying the relevance of images because there are minimum text-input fields for image files in GIF, JEP or PNG format.
Google enables users to perform a search using an image, as opposed to text, as the search query. By uploading an image, dragging and dropping an image from the desktop, entering an image URL, or right-clicking on an image within a browser, users can often find other locations of the image on the web for reference and research, as well as images that appear similar in tone and composition.
Spiderable Link Structures
Many sites make the critical mistake of hiding or obfuscating their navigation in ways that limit spider accessibility, thus impacting their ability to get pages listed in the search engines indexes.
Search spiders will rarely, if ever attempt to submit forms and thus any content or links that are accessible only via a form are invisible to the engines. This even applies to simple forms such as use logins, search boxes, or some types of pull-down lists.
Adding a URL to a sitemap file does not guarantee that a URL will be crawled or indexed. However, it can result in the search engine discovering and indexing pages that it otherwise would not.
The Benefits of Sitemaps
- For the pages the search engines already know about through their regular spidering, they use the metadata you supply, such as the last date he content was modified and the frequency at which the page is changed to improve how they crawl coverage.
- For the pages they don’t know about, they use the additional URLs you supply to increase their crawl coverage.
- For URLs that may have duplicates, the engines can use the XML. Sitemaps data to help choose a canonical version.
- Verification / registration of XML sitemaps may indicate positive trust/authority signals.
- The crawling/inclusion benefits of sitemaps may have second-order positive effects such as improved rankings or greater internal link popularity.
- Having a sitemap registered with Google Search Console can give you extra analytical insight into whether you site is suffering from indexation, crawling or duplicate content issues.
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