WHAT IS WEBSITE OPTIMIZATION
Search Engine Optimization (SEO) is a set of strategies and methods used to improve your website's ranking in the organic search results of tools like Google and Yahoo!. It is an important tool for Internet marketing.
A term that is often used to define SEO is "findability"; in this sense, increasing a website's findability means making it more visible and locatable in search tools for keywords relevant to your site.
To summarize, there are three main factors that influence the positioning of websites in search results:
Design
The way a website is developed determines whether or not it will be indexed by search engines. The design of a website corresponds to its programming, architecture, information hierarchy, hosting (servers), etc.
Content
The quality of a website's content, whether textual or graphical, ensures a good ranking and consequently a good position in search results. The content of a website can sometimes be manipulated to be more attractive to search engines; however, with changes in the algorithms of major search engines, it is highly recommended that all content be accessible, relevant, and unique.
Popularity
The authority of a page on a subject is determined by its popularity. This popularity is defined both by the number of links and by textual references from different pages on related topics. It is worth noting that popularity can be inherited or transferred, but it only applies to pages and not to websites.
USING LINK BUILDING TO PROMOTE YOUR CONTENT
Link Building is a technique for increasing the number of links to your website. This practice helps your site achieve a better position in Google's search index. Here, I will present just two points on how Link Building can influence your site:
Number of links
The greater the number of links to your site, the better it will rank. However, the links must be coherent with your site's content and relevant to the user. Low-quality links do not count towards positioning.
Quality of links
A link from a large company or page is much more valuable and can carry dozens of times more weight than that of a small one. If you have a page about "Website Optimization" and receive a link about "Aesthetic Treatments," that link will bring very little or almost no weight to your Link Building.
OPTIMIZE YOUR SITE FOR MOBILE DEVICES
Optimize your site for mobiles! With the enormous growth of searches originating from mobile devices, Google understands that a site's mobility is a relevant aspect for user experience. Therefore, to be at the top of search pages, it is essential that you optimize your site for mobile devices.
The increasing number of searches from mobile devices forces Google to prioritize Responsive Websites. The user experience with your brand begins the moment they search for your site, and having a site that adjusts to the mobile screen is crucial for a good user experience in search tools. In this sense, Google understands that a site's mobility is relevant for good positioning.
SOME "ON PAGE" FACTORS THAT DIRECTLY INFLUENCE YOUR SITE'S POSITIONING IN SEARCH ENGINES
If you do not want to risk your site being unfindable in search engines and consequently miss incredible opportunities to generate traffic, here are some "on page" factors that directly influence your site's positioning:
- The words that users type in the search box carry extraordinary value. Therefore, use your keywords within the site, in titles, and throughout the text whenever possible.
- Create friendly URLs, with suggestive words/phrases about the content of the page.
- Your site needs content, so keep it always updated with original texts.
- Use photos of your products and services.
- On your homepage, have links directing to other pages of the site and complement them with a brief explanation of the content (paragraph) and related images/photos.
HOW TO OPTIMIZE YOUR SITE FOR SEARCH ENGINES
With insight into identifying behavior patterns and deducing some rules used by the codes and algorithms of search engines like Google, the SEO team at Kaizen developed a website optimization process where various important items for indexing our clients' sites are modified, added, or removed. With these implemented changes, the Spiders begin to index the website for the desired content.
Contact us to learn more about website optimization techniques and SEO consulting.
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