How to optimize the content on your website

Posted: March 31, 2011 in bloggers, customers/buyers, marketing, sales, social media, vendors
Tags: , , ,
Search Engine Optimization

It’s not how cool your site looks.  It’s how fast the right people can find it.

Optimizing your site’s content is all about getting the most out of the time and sweat you put into creating it.  It means giving yourself the best chance of drawing traffic.  In other words, it is what your return on content (ROC) is all about.  Think of ROC is your website’s ROI.

Your site is what the world uses to window-shop.  What you put in that window, just like a retail store owner, must be relevant, compelling and always refreshed to entice the right visitors to walk in.  At first glance. The look-and-feel of the site are important but the actual contents–relevancy of the language–is the primary difference maker.

So what optimizes a site?

1.  Metadata tags allow you to tell search engines what any particular web page is about.  There are methods, available from consultancies such as HubSpot, of improving the language and sequences of terms you use.   But the key is to use the same terminology commonly used in searches by the people you want to visit your site.  Another reason why deep knowledge of customers is has never been so important.

2. Heading summaries are not unlike the heads and subheads used by newspapers and magazines to make their stories attract readers.  Just like publications, websites can use these special tags in their HTML. They help human readers scan the content and help search engine spiders better understand the content on a page and the  important information in it. You want to use these tags in the headings as signals to the search engines.  Each page on your site should include search-friendly, customer-sensitive tags.

3. Images, such as photography, will always help visitors but don’t forget: they cannot be seen by search engines.  Implication? Any text on these images won’t be read by the eyes of the spiders, just the humans.  HubSpot explains:  “HTML helps address this issue by providing a way to specify text for an image using the “alt” attribute. This enables  web pages to assign specific text as the “alternative” content for images for those that cannot view the images themselves. This can be search engine crawlers or text-only web browsers”.

4. Interior pages present opportunities for you to target specific keywords or visitors and then create landing pages optimized towards converting those visitors into customers.

5. Your domain. Don’t forget to register your domain for a long time: search engines factor-in domain “stability” when they look at your pages.

6. MOZ rank is a measure of global-link authority or popularity. Think of Google’s PageRank measures in quantifying the importance the links you are generating.  Getting more in-bound links to important sites will improve your MOZ rank.

7.  Linking domains.  How many other sites link to yours is an important metric. Generally, more is better. Having links to your website from authoritative resources boosts your search-engine rank. They signify that your website is trustworthy and contains good content.

Next:  How to promote your site.

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