Basic Steps Of SEO and Search Engine Marketing
by Jennifer Connell // 05.07.2017
Basic Steps Of SEO
Most of your start-up companies get anxious at the launch of their website about its ranking on the search engines. Next, after paid search marketing campaigns, the first thing they jump on is link building in Search Engine Marketing or SEO.
But it does not make sense to work on link building without good on-site search optimization.
For this purpose Zapro Digital, as part of our SEO service, have put together basic on-site SEO optimization elements – a must have for every website. To begin with, our focus will especially be for the start-up companies as we consider it important to get these elements right on the home page, right from the start.
No More Overloaded Keywords
If content is said to be the prince of a web page, then SEO optimizing of content can be considered the King. Particularly most of the copywriters today are still obsessed with the abundance of keywords in the content, but the fact is Google SEO has unleashed an over-optimization penalty which targets websites that have too many keywords thrown onto one page. search engine marketing
However, the solution to SEO optimization is keeping it simple. It is considered for an SEO company, the best practice to pick five keywords, however, Zapro recommends keyword phrases rather than individual words for each page of your website. Thereafter optimize your content around these phrases. Google’s AdWords Keyword Tool can be very helpful to get suggestions about keyword phrases for your Search Engine Marketing.
SEO As Search Engine Marketing
The title tags are instrumental in telling search engines what your pages are about. There are various opinions about title tags, but Zapro recommends to you keep title to around 70 characters. Always include brand names, definitive keywords phrases related to the page and place the title tags between the <HEAD> </HEAD> tags near the top of the HTML code for the page.
The meta description shows up in the search results as the brief description of the page. It provides further insight about the page. Zapro does not entirely buy the concept that meta descriptions can help with keyword rankings. Having said that, we do support its use as it does help in engaging the user and bringing him onto the page.
Other On-Site SEO Elements
Title tag and the meta descriptions are key SEO elements, but there are a few more aspects worth mentioning:
Internal Links – internally linking pages to each other on your website can assist with… (please elaborate why this is an essential aspect)
Header Tags – effective use of different levels of HTML header tags can break the content into smaller sections in order to assist search engines to further know what each section of content is about. The <H1></H1> tags surround the post title – but there should not be more than one set of <H1></H1> tags on one page. The <H2></H2> and <H3></H3> tags surround subheadings on the page.
Image Name & ALT Tags – images are key elements of the website and it is very important to use keywords in both the image name and the alt tag which also gets detected by search engines.
With attention to Quality content which not only engages your users but also supports an important function for SEO optimization.
Various ways to add quality and fresh content to your website can be done by utilizing the following:
- Blogs and Articles
In particular, Link building for SEO is the practice by which you get other websites to link to your website. High-quality backlinks will ensure higher search engine ratings and is a simple equation of SEO.
You can also employ organic links to optimize your website. Organic Links can be described as the practice where your website is mentioned on other websites and you do not have to ask for it.
Organic backlinks can be generated from other high authorities for example news websites and other opinion-making websites (give example here… Wikipedia?).
- Generate high-quality organic links can be a bit difficult but it can be initiated by:
- Submit guest blog posts to popular blogs pertinent to your industry.
- Link pages on their site for your clients, partners, vendors, suppliers, etc.
- Create social media and local search profiles
- Submit websites to applicable industry directories
- Create link-worthy content. Infographics are a great example – you create a beautiful image representing important information and allow others to use the infographic on their own website in exchange for linking back to yours as credit.
Create Google+ Profile helps you to connect with people who you target to see your website in search results. Use the search box on Google+ to find people to connect with and add them to your circles. Hopefully, most people will add you in return. search engine marketing
Essentially, the more popular you are on Google+, the more likely you are to influence personalized search results with those who are following you. Hence, take advantage of this social network fully to reap the benefits.
Monitoring Your Results and Targets
There are few tools available in the market to monitor the results of your SEO campaign. Particularly the most effective in the opinion of Zapro Digital is Google Analytics.
You can obtain very valuable information through Google Analytics but the most worthy are the ability to see what keywords people are using to find your website in search results.
By setting up goals, you can see which keywords lead to visits where visitors do what you want them to do on your website – such as sign up for a mailing list or purchase a product. This will help you learn what keywords you should be targeting with your SEO campaign.
There is the lot more that we can add to this blog, but the main purpose of this story is to give you an overview of what should be done, before running a paid SEO campaign.
In Summary, Zapro Digital believes that if these basic steps are taken, the results will inevitably follow.
search engine marketing