SEO Foundations: 17 Crucial Strategies for Achieving Online Visibility

Master the Basics of SEO: 17 Essential Principles for SEO Success [Updated]

Are you new to the world of SEO and feeling overwhelmed? Fear not! By embracing the foundational principles of SEO, you can significantly elevate your website’s ranking. In this comprehensive guide, we’ll introduce you to the fundamental SEO principles, especially geared towards beginners.

SEO Foundations: 17 Crucial Strategies for Achieving Online Visibility

Let’s kick things off with the basics. SEO stands for Search Engine Optimization, and its primary goal is to increase your website’s chances of ranking high in search results. In simple terms, SEO involves optimizing your website and its content to ensure that search engines like Google can comprehend your site and its content. As a result, your site’s chances of ranking for specific keywords improve.

But why is SEO so crucial?

Think about your own behavior when you perform a Google search. How often do you venture beyond the first page of search results? In most cases, you probably don’t. This is precisely why SEO is vital. By improving your site’s ranking and its visibility in Google’s results, you increase the likelihood of users clicking on your site. Consequently, your website generates more revenue, and you secure a steady stream of organic traffic—the ultimate goal for any website owner.

Now, let’s delve into the key SEO principles every beginner should grasp:

1. Craft In-Depth Content

According to Google’s ranking factors, content reigns supreme in SEO, followed by backlinks and other ranking elements. High-quality, comprehensive content holds significant sway in SEO because it encompasses a wealth of keywords and provides ample information to users. Leading SEO expert TargetedWebTraffic.com asserts in their study that content with the best ranking potential should be at least 2,000 words long. Quality matters as well since users are drawn to content that is both unique and engaging.

Additionally, longer posts increase Dwell Time, the duration users spend on a webpage after clicking through search results. Google values higher Dwell Time, interpreting it as a sign of engaging content. This parameter plays a crucial role in Google’s ranking algorithm.

2. Create Fresh Content

In addition to lengthy posts, Google favors websites that consistently produce new content. Users appreciate fresh content, and it’s an indicator of an active website.

Recognizing that maintaining top-notch content can be challenging, consider updating existing content instead of creating entirely new material. Revamp older content related to popular topics, give it a facelift, and present it to users with a new publication date. For instance, articles featuring the ‘Best SEO Techniques in 2019’ can be transformed into ‘Best SEO Techniques in 2020’ with added insights. Don’t forget to republish it with the updated date.

3. Harness the Power of Keywords

Keyword usage is paramount. Select keywords that reflect your content’s topic and align with users’ interests and queries. Keywords should relate directly to your content to ensure proper indexing by search engines. You wouldn’t want to confuse search engines with irrelevant keywords that don’t align with your products or blog.

Moreover, focus on keywords that your target audience is actively searching for. Ranking first for a keyword is pointless if no one is searching for it. Keyword research tools like Ubersuggest and Kwfinder can be invaluable in this regard.

Long-tail keywords, which are more specific phrases, can be highly effective. For example, consider the keyword ‘best women’s walking backpack.’ These phrases might have fewer searches, but they attract users who are actively seeking precisely that content, increasing the likelihood of conversion. For a deeper understanding, check out The Definitive Guide to Long Tail Keywords.

Modern search engines emphasize semantic meaning, giving weight to Latent Semantic Indexing (LSI) keywords. For instance, if your content is about ‘SEO consulting,’ natural inclusion of related keywords like ‘SEO and internet marketing consultant,’ ‘SEO Marketing Consultant,’ ‘SEO Consulting Company,’ and ‘The best SEO consultants’ can aid Google in understanding your content’s context better.

4. Optimize Page Title, Meta Description, and Header Tags

With your high-quality, keyword-rich content in place, it’s time to optimize other on-page elements.

Page Title:

• Each page should have a unique title.
• Keep it under 60 characters.
• Include target keywords relevant to the page’s content.

Page titles play a pivotal role in SEO as they are displayed in search results. They communicate to search engines the content’s subject and the keywords for indexing. When users skim through search results, an enticing and informative page title increases the likelihood of clicks. In addition to keywords, use descriptive words like ‘how,’ ‘best,’ ‘education,’ and ‘review’ to make your titles more compelling.

Header Tags (H1 to H6):

• Each page should have only one H1 tag, which should contain the main keyword.
• Utilize H2 and H3 subheadings with keywords where appropriate.

Header tags structure the content hierarchy on a webpage. Google interprets the H1 tag as the title of the page, and it plays a critical role in SEO. Often, Content Management Systems like WordPress automatically assign the content title as the H1 tag, eliminating the need for a separate title entry.

5. Optimize URLs

URLs, although often overlooked, are a fundamental aspect of SEO. Google prefers simple, readable URL structures over complex ones with numbers or irrelevant characters. A clean URL structure enhances user experience and SEO.

When crafting URLs, consider including keywords that accurately describe the content while keeping the URL concise. For example, if your article is about ‘the best movies in the history of cinema,’ your URL could be ‘domain.com/best-movies.’ However, avoid altering existing URLs unless your site’s structure necessitates a significant change. Altering URLs can confuse both search engines and users. In cases where changes are unavoidable, implement 301 redirects to guide traffic to the new URLs.

6. Prioritize Backlinks

Backlinks are a cornerstone of SEO. A backlink is a hyperlink from one website to another. While backlinks can significantly impact a website’s ranking, they must originate from reputable websites relevant to your content. For instance, if your website focuses on SEO, backlinks from sites in the field of online marketing hold more weight.

The quality and reputation of the linking site’s domain also influence the value of backlinks. Search engines consider backlinks from high-domain authority sites as credible endorsements.

In essence, backlinks are like positive votes for your website. The higher the domain authority of the linking site, the more valuable the backlink becomes. Acquiring quality backlinks should be a top priority, as they can substantially boost your website’s ranking.

7. Use External Links

External links, also known as outbound links, are links from your website to other websites. Linking to relevant external content aids search engines in comprehending your content better. A few external links in your content can enhance its credibility in the eyes of search engines.

Here’s what to keep in mind when incorporating external links:

• Link to related blogs or content.
• Avoid creating a ‘link farm’ or excessive external links.

Linking to other websites can also be a strategic move. Inform the owners of the linked sites via email about your references, and they may reciprocate by linking to your site in the future. This mutually beneficial practice can increase your website’s traffic and potentially lead to reciprocal backlinks.

8. Implement Internal Links

Don’t overlook the importance of internal links. Internal links connect pages within your website, enhancing user navigation and promoting your site’s content and products. Strategically placed internal links guide users through your site and signal to search engines which pages are the most significant.

9. Optimize Website Images

Images hold a significant role in SEO. They capture user attention more effectively than text paragraphs and contribute to a richer user experience. However, search engines might struggle to interpret and process images. To facilitate this, employ image optimization techniques such as adding ‘Alt text’ to images. This text is embedded in the HTML code of the page and provides a description of the image. Ensure that every image on your site has descriptive ‘Alt text.’

‘Alt text’ serves two purposes: it aids search engines in understanding image content and assists visually impaired users by having special software read the text to them. The HTML code for ‘Alt text’ is <img src="image.png" alt="description of the image">, where ‘description of the image’ should be an accurate description without excessive keyword stuffing.

10. Avoid Using Flash

While Adobe Flash can add multimedia and interactivity to web pages, excessive use of Flash can slow down your website. Additionally, many mobile devices do not support Flash, and Google discourages its use. It’s widely acknowledged that websites heavily reliant on Flash often suffer from performance issues and poor design. It’s advisable to refrain from using Flash and consider alternative technologies that improve user experience and performance.

11. Harness the Power of Social Media

Social media can be a potent tool for boosting your website’s visibility and brand presence. Maintaining active accounts on platforms like Facebook, LinkedIn, and Instagram indirectly impacts your site’s ranking, as increased brand visibility results in more website traffic.

Although social media traffic is not directly linked to SEO, it plays a significant role in driving users to your website. Consequently, your site’s authority and reputation improve, influencing your search engine ranking.

To optimize your social media presence:

• Publish content regularly on social channels.
• Utilize Open Graph meta tags and Twitter Cards for enhanced link sharing.
• Incorporate relevant keywords and hashtags to bolster social media posts’ visibility.

Tools like Hootsuite enable centralized social media management, simplifying your efforts across different platforms.

12. Prioritize Site Speed

Website speed is a pivotal factor in SEO ranking. Google has emphasized that site speed directly impacts ranking. Studies reveal that most visitors (around 75%) will not revisit a website that takes longer than four seconds to load.

Use tools like GTMetrix and Google PageSpeed Insights to measure your site’s speed and identify areas for improvement.

13. Ensure Mobile-Friendliness

With the surge in mobile device usage, having a mobile-friendly website is critical. A mobile-friendly site ensures it displays correctly on mobile devices. Since 2015, Google has penalized websites lacking mobile-friendliness. Given that most website traffic comes from mobile devices, this is non-negotiable.

14. Implement a Sitemap

A sitemap is vital for helping search engines navigate and index your site’s pages effectively. It informs search engines about content modification dates and helps identify unindexed pages. Including a sitemap poses no harm to SEO and is considered best practice.

15. Utilize the Robots.txt File

The robots.txt file provides guidelines to search engines about which pages to crawl and index. For example, if you want to prevent a specific search engine from crawling certain pages, you can specify these instructions in the robots.txt file. This file helps control the visibility of specific pages in search results.

You can create a robots.txt file manually or use tools to generate one if you’re short on time. Ensure that your critical pages are accessible to search engine crawlers while keeping sensitive or unnecessary pages from being indexed. If you need to change your URL structure or site configuration, always implement 301 redirects from the old URLs to the new ones.

16. Analyze Results with Analytics

To measure the impact of your SEO efforts, collecting data is crucial. Google Analytics is an invaluable tool for analyzing your website’s performance. Using analytics helps you understand user behavior, enabling you to make data-driven decisions to improve your site.

17. Drive Targeted Traffic to Your Website

In addition to optimizing for search engines, consider leveraging Targeted Web Traffic services to drive more relevant visitors to your site. These services can significantly boost your website traffic, improve your site’s authority, and enhance overall performance. Explore guaranteed strategies to increase your traffic with 7 Guaranteed Ways to Increase Traffic to Your Website, and gain insights into targeted website visitors with What is Targeted Traffic?.

View the PDF version of the article: 17 Basic SEO Principles to Increase Your Website Traffic