PREVIOUS: Part 5 – Keyword Strategy
When it comes to developing your website, you should ideally incorporate SEO principles to ensure that it will have the best chances of ranking in the SERP’s in its earlier stages of operation. However if you’ve only just discovered SEO or learnt what it is and how important it can be to the success f your business, it’s never too late to start applying some basic methods.
If you’re in the web development stage, be sure to construct a user friendly website that is well-structured and easy for visitors to navigate through. Not only will the structure of the site enhance user experience, it will also affect the way in which Google or other search engines rank specific pages for specific keywords. Prior to building page after page on the site, you should develop a clear plan of how the entire website will be structured.
The above diagram illustrates a well structured website that will benefit visitors and attract search engines. Users will have a memorable experience as they easily navigate through the website and view all the pages/service offerings. Google will be able to index the website and rank all the pages effectively, specified by the keywords that are targeted. Make sure you build individual pages to target different groups of keywords. For example, you will find it impossible to rank for your terms if you tried to optimise the homepage to target all terms.
Relevant & Unique Content
There may be a variety of reasons that you operate a website. It may be e-commerce/sales, brand and relationship building or simply advertising of a service or brand’s products. However, the content you provide to the audience is crucial to the success of the business. You must ensure that the keyword that you have discovered from your initial research and that will be utilised in your SEO strategy, is highly relevant to the search orchestrated by the user.
For example, if someone searches for ‘brisbane seo‘ and stumbles across a page in the SERP’s that is Melbourne based, this will create a poor user experience as they specifically searched for a local, Brisbane result. You must ensure that ALL content relating to the search is relevant. This includes text, images, videos and any other content displayed on the landing page. This will provide a positive user experience and encourage them to re-visit, refer, share pages and interact within social media.
Not only from a user perspective, however your website should consist of unique and engaging content to prevent duplicate pages among other websites (and you’re own) to avoid any Google penalties through their Panda and/or Penguin algorithm updates.
Creating relevant and unique content is one of the most important components within SEO. It was noted in part 2 that every search has a desired outcome.
Search engines display pages in their results in order to satisfy the searched keyword or query by the user. Therefore providing the most engaging and relevant content based on those terms will enhance user experience and increase the chances of topping SERP’s.
NEXT: Part 7 – Link Building