For anyone new to search engine optimization (SEO), it can seem a daunting task to learn all of the various aspects of the art of ranking a website in major search engines such as Google. If it is a business website that you are looking to rank then the pressure can seem even more intense – which is why we are breaking the Midtown Houston SEO process down – brick by brick.
Much like an offline business, the online presence of your business will take the time to grow and gain a solid reputation, authority within its marketplace and generate revenue. SEO can help in all of these respects, but whether you are looking to implement your own search engine optimization or whether you are looking at bringing in a Houston SEO company such as Hub Wired Media – it is important to understand the processes involved.
This step-by-step guide should help.
The Foundations – The Right Site Structure for a Solid Build
Search engines such as Google, Yahoo, and Bing all use bots to search the billions of webpages that exist on the Internet. These bots are commonly known as spiders and they crawl the pages they find almost creating a web as they move from one page to another.
When creating the structure of your website you should have three things in mind:
Build a site structure that is spider friendly
Build a site structure that is user-friendly
Keep everything relevant
Specific Pages – To create a site structure that is spider friendly and make it relevant to the topic of the page you should focus on a single keyword or topic for that page. This will also improve the user experience. Imagine you were searching for the term ‘Midtown Houston SEO’ and the page was focused around Accountants in Kansas – this would create a high bounce rate for the page and everyone loses.
Simple Folder Structure – The URL is a key ranking factor so you should think very carefully about how you structure the folders within your URL.
Clear Navigation – You should aim to make your navigation usable to the most computer illiterate person you know. If they can use it, then anyone can – this will help to increase page views per session, time on site and reduce bounce rate – all important ranking factors.
Sitemaps – The sitemap is crucial to helping spiders understand how your site is structured and the importance of your various pages. You only need one, so be sure you are not confusing matters by having duplicate sitemaps.
Schema – Structured data allows you to give search engines various pieces of information about your site using markup code. This semantic vocabulary allows you to give information such as review ratings, which social media accounts your site is linked to, business name, address, phone number and a lot more besides.
Getting the On-Page SEO Right
There are 4 main elements to on-page SEO. They are
URL Structure – This refers to how your domain reads. Imagine you are trying to rank a page for the term SEO Houston – you might use a URL string that reads /houston-seo – this not only works from an SEO point of view but would also give the user an idea of what the page was about before they even click on it.
Meta-data – The meta-titles and descriptions are another key ranking factor. You should write these in such a way as they are natural and encourage the user to click on them. Avoid duplicate keyword stuffing and aim for copy that will convert as it will appear in the SERPs.
Anchor text – This might be considered off-page if you were talking anchor text from sites other than yours, however, you should also consider the anchor text of your internal links. They should be used to add relevance and be focused around the main keyword or topic of the page they are linking to.
Content – Content is key to ranking in 2017. Your content should be engaging, unique and relevant to the search term. Always put the user at the heart of the content and write for them (with an eye on the key term you are looking to rank for). Avoid keyword stuffing again and look for LSI’s that will add relevance for search engines. Your content should be at least 500 words per page and ideally much more.
When you are first starting out keep things as simple as possible. Don’t go too big too soon, save the aggression for the gym and keep things relevant and non-spammy. If you need assistance with your own SEO then get in touch with Hub Wired Media today.