The world of search engine optimisation (SEO) can be incredibly complex. Often times, it is made out to be more convoluted than it actually is. With Google’s algorithm constantly changing, there is a strong learning curve for not just beginners, but even those who have been in the field for a while. Keeping up with all the refined strategies can be a pain and understanding all the jargon can be frightening. However, if you strip it all back, you’ll find that the fundamentals of SEO are actually quite learnable and simple to understand. So, without any hesitation, let’s go through the key things you need to know about the strategies used by the best SEO companies to work with before getting involved.
Domain authority and page authority
A lot of people are confused about domain authority and page authority. Put simply, your site’s domain authority is a score based on how “trustworthy” your domain is. How is this score computed? Basically, it’s calculated from the quality and quantity of inbound links to your website. The better the score, the higher your pages will rank in organic listings. The same principle can be applied to page authority; however, page authority is specific to your individual web pages.
The art of keywords
Before getting into SEO, you need to be aware of how keywords work. You’ll hear the buzz phrase “keyword stuffing”, which is basically where your copy contains the keyword extensively, so much so that Google views it as “spam” and rates it poorly. You want to integrate your keywords naturally, so Google picks it up but doesn’t punish your publication.
Using more general keywords is generally more popular and easier to integrate; however, there is a greater level of competition in search engine results pages (SERPs). So really, it depends how well you think your digital copy will fare when competing with more sites, many of which will be high authority domain links. Alternatively, more specific, targeted keywords face less competition, however, how often will consumers search those words? Will it generate enough website traffic to be financially viable? This is the trade-off when creating your targeted keywords.
Measuring your results
There’s no point building an SEO strategy if you have no framework to measure and evaluate the results. Google’s algorithm is always changing, meaning your SEO methods will never remain static: they too will need to change over time. Herein, you’ll need an analytics tool like Google Analytics to measure the results from SEO, interpret those results and make any necessary improvements.
Build your links
You’ll hear a lot about “link building” and the various strategies of building links. It’s essentially just publishing your content on external sites, which will help promote your brand and create opportunities to link back to your site. Put simply, you’re creating more touch points for consumer engagement, while promoting visibility. You can achieve this through things like guest posting. It is always important to remember that it is about building high quality links that are relevant to your site and digital copy. Creating links for the sake of it does not reflect well when your site goes through Google’s algorithm, meaning your site will not feature highly in search result rankings. Buying your links is viewed as “unnatural” and will sometimes be punished by Google.
Good content is key
Google’s algorithm punishes what it perceives as low-quality content. Low-quality content will generally involve keyword stuffing, paid links, poor copy and duplicated content. To produce high quality content, you want to be publishing material that is fresh and new. Reworking old material with new keywords will likely not be indexed when it’s run through Google’s algorithm. Indeed, content should be text-based and visual-based, offering valuable insights to consumers, which will boost your ranking.