Effective SEO strategies are, perhaps, the most important aspect of website design. Your website is a powerful tool, but it only works well if your potential customers can find and use it. The technical aspect of search engine ranking is easily learned; the art behind this science can be difficult to master. If your website isn't ranking well in search engines for the terms you are competing for, there are several ways you can improve your performance quickly and effectively. Whether you choose to do this yourself, or delegate someone else, these are the first steps you should take to increase your presence on the internet.
1. Define Your Audience
Who are your potential customers and what are they looking for? Until you identify them, your SEO efforts will be less than optimal. Understanding the mindset of search engine users in your particular business sector is crucial. The behavior of comparison shoppers is different from that of people who are ready to make a final purchase, or people who are merely curious about your type of business. Conversion is directly related to the level of commitment the customer is experiencing. Ideally, your website should have valuable information for people in each stage of their decision-making process; guidelines and tips for the curious, comparisons for those who are actively interested, and conversion options for those who choose to buy your product or service. Having all these available will keep potential customers on your website longer. You can use the Google Keyword tool, at https://adwords.google.com/select/KeywordToolExternal, to develop a core list of keywords and phrases that address these different aspects quickly. Conversion is a separate issue, but in general, if you develop a trust level with potential customers by offering them the tools they need to make a decision, they are more likely to decide in your favor.
2. Refine Page Titles
Your page titles are the most important aspect of search engine ranking, and should contain your target keywords. Titles should be unique, excite curiosity, and encourage the reader to click on your website. Changing the title is simple, and Google reacts to title changes very quickly, so you can refine your titles on a regular basis as you track performance. Professional website developers won't resist title changes, and they should not be expensive. If you current developer is resistive, then consider finding one that will include such updates in your service.
3. Create Unique Titles
While all titles should target your chosen keywords, each should be unique. You can check this using Google search. In the address bar, the search term should read yourwebsitename.com intitle "insert your title here". This search will show you any duplicate titles, so you can change them.
4. Build Internal Links
Pages within your website should be linked to both your home page and other relevant internal pages. For instance, your home page will give information on your product or service, "all about washing machines", for example. Internal pages that compare "washing machine features", or "energy efficient washing machines" link back to the home page as well as to each other, through links in the text. All embedded links should be varied and appear natural. You want your customer to move through your website and remain engaged during the commitment process, so organize your pages with this in mind, while still providing them free movement. Use internal links primarily on those pages you want to achieve search engine ranking with, those that are most relevant.