We all know Search Engine Optimization (SEO) is vital to making sure potential customers can find your website online, but it can feel overwhelming at times. There are a lot of tips and advice floating around out there about how to improve your search engine ranking, so where should you start?
On-Page vs. Off-Page SEO
Before I share some of the strategies and techniques we use to improve SEO for our digital marketing clients, let’s define these terms.
This term refers to anything you do on your website to try to improve its search engine ranking. This can include optimizing your site’s content to include targeted keywords, including relevant title tags and meta descriptions, optimizing your URLs, adding internal and external links, and more.
This term refers to SEO tactics you put into place outside of your website with the goal of improving its search engine ranking.
This typically includes link building, content marketing, creating and maintaining social media accounts, getting more online reviews, and ensuring your citations are correct on other websites.
4 Ways To Improve On-Page SEO
Now that you understand the difference between these two types of SEO strategies, here are the most important things to address if you want to improve your on-page SEO.
1. Perform Keyword Research
Whether you’ve never done keyword research for your website or if it’s been a year or two since you’ve done it, this step is vital to the success of your website.
Using search data to research the best keyword targets for your business and industry is one of the best ways to make sure you have content on your website that matches what your target audience is looking for.
There are a variety of paid and free tools you can use to do keyword research. Some of my favorites to use are SEMRush, Moz, and WordStream.
2. Optimize Your Title Tags & Meta Data
This is something we do for all of our clients and it’s a huge part of what helps their websites show up in Google search results. Search engines read the title tag and meta data on every page of your website, so be sure to include your target keywords and relevant information.
3. Use Keywords In Header Tags
I keep coming back to keywords, but they’re important! Not only should you structure your website pages to include headers (H1, H2, H3, etc) to organize your content, but be sure to include your primary keyword for each page in the H1 header.
Using headers and subheadings correctly is one of the best ways to boost your search engine rankings. That’s because web crawlers used by search engines like Google view headers as having more weight than regular text.
4. Update Your Website Content Regularly
Content is still king when it comes to search engine ranking, which is why many of our clients hire us to write new, fresh content for their websites at least once (usually twice) a month.
Search engines like Google want to make sure that your website is still relevant to the people using Google to find information. The best way to do that is to regularly provide new content in the form of blog posts, page updates, etc.
Promoting your business, brand, and content on social media platforms helps attract a larger audience, which will drive more traffic to your website, which is an indicator to Google that your business is legitimate and ideal to recommend to potential customers.
Em Rohrer earned her Bachelor’s Degree in Journalism and English at Grace College in 2005. As a published author and content marketing specialist, she worked in non-profit and corporate business environments before bringing her 15+ years of digital marketing expertise to 1Eighty Digital.