Last week’s blog focused on the building blocks of Search Engine Optimization (SEO). We discussed some basic concepts like relevance via keywords, proper labeling using metadata, and the importance of site security, speedy load times, and good site organization. All of these topics deal with on-page SEO, and you have direct control over them. However, there are other components of SEO over which you don’t have direct control. Things like your perceived authority and trustworthiness in your industry, how much time visitors spend on your site, backlinks, and even social media activity impact your website’s search ranking. As you already know, smart marketing shouldn’t leave this much to chance. So let’s take a look at these influential items and discuss how each can be harnessed for better SEO.
My husband frequently says, “control the controllable.” I’m not sure if wiser words have ever been spoken, at least when it comes to SEO. As I’ve mentioned before, your on-page SEO has an impact on the rest of the SEO equation. A quality website goes a long way in establishing trust and authority, and is also vital to providing a good experience for your visitors, thus impacting how long they hang around. It will even help with backlinks; reputable organizations and individuals will be far more willing to link to your site if it’s high quality. But, if you want to make sure that you are doing all you can to better your search engine results, here are a few suggestions that can help you control what you can.
Establishing Trust and Authority
Trust is earned and authority is established over time. Below are some basics for building both.
Give Your Visitors a Reason to Spend Time on Your Site, and to Come Back
Getting people to click through to your site is good, keeping them there is better, and getting them to come back is best.
Use Social Media Effectively
Social media isn’t just social anymore. Your organization’s activity on social media affects your search ranking, so you want to make sure that you are using it well.
Cultivate Backlinks to Your Site
Backlinks will drive traffic to your site and will also establish trust and authority.
There are many more ways that you can boost your SEO, but these are some of the tried and true tactics for achieving better search ranking. SEO is a marathon, so unless you want to pay for advertising on Google, don’t expect quick changes. You should track your results though, just to make sure that things are going in the right direction. Google Analytics is a great tool to keep track of how well your SEO strategies are working. If you don’t have an account, get one. It’s the best way to measure results and make sure you’re on track.