Search engine optimization — SEO for short — is an extremely effective method for driving organic traffic to your website. Having a solid SEO strategy for your Houston business not only helps to boost organic traffic but the traffic you attract is likely to be more qualified in the long run. When a user comes across your site through a web search you demonstrate your company’s value and authority by providing useful information on a topic they want to know about.
For those just starting out, Google has written a Search Engine Optimization Starter Guide that outlines the best practices for creating great web content that’s hospitable to person and algorithm alike. But while the strength of the content you post is the foundation of any successful SEO campaign in Houston, there’s some additional considerations webmasters should keep in mind to ensure their pages are achieving the rankings they should.
Have a Responsive Site
You could have the best content in the world on your website but if no one can read it, it will hardly matter. Having a clean, fast loading, and properly coded site that displays correctly on any browser or device is necessary to having a highly ranked page. This especially includes making sure your site is optimized for mobile, since Google released an updated algorithm last month that specifically penalizes sites that aren’t built with a responsive design.
Design With Pagination in Mind
Make sure to have a strategy for how you split up the content on your site into separate pages. Irving Weiss over at Moz has some great advice about the importance of designing for pagination. Sometimes splitting up an article into two pages can be beneficial, such as when different parts follow different keyword strategies. Having a large number of indexed pages with quality SEO content will ultimately improve your search rankings sitewide, while having more than a few low quality pages will put a ding in the rankings of your quality content.
Have a Keyword Strategy
Long gone are the days when ‘Googlebombing,’ and keyword stuffing could push any old web page to the top of practically any search result. Today’s complex algorithms, combined with high competition for the top spot means that nothing but the best content will suffice. On top of that, you want to find a niche. Using a keyword planner, such as the AdWords Keyword Planner, will let you find a good balance between search traffic and competing pages. The trick here is to know your customer base, and create content that targets the keywords they are searching.
Keep Your Content Fresh
It’s a myth that changing up the content of your website arbitrarily, with the hopes of attracting search engine web crawlers to your site will give a boost to your search rankings. There’s no fooling search engines by updating content. Creating new, unique content on the other hand benefits your readers and your rankings. Your readers have more opportunities to engage with your site, and having more points of entry means your site will show up in a variety of different search results.
It’s a good idea to follow a schedule when posting new content. If your readers expect new content regularly, they’ll keep coming back, share your links on social media, and maybe even link to your site from their own blog, further bolstering your rankings.
Hire a Professional
A successful SEO campaign has value that is “completely unparalleled.” But it’s a long term investment that can flop if not properly implemented. The increasing complexity of search engine algorithms means that SEO best practices are constantly changing. Hiring someone who can manage your SEO campaign will ensure that your site is targeting the right keywords, and putting your site in front of the right audience for your business.
However you choose to implement your SEO campaign, one thing’s for sure: the modern search engine has completely transformed the way people seek out information, and it’s here to stay.