What You Need to Know About SEO

Search engine optimisation may appear to be far more complex now than what it used to be. What it comes down to is that people understand more about SEO, which is broadening the requirements where a website needs to be properly optimised.

Components of SEO

Most when developing a website will put most of their focus on SEO as it relates to the content. This is the right approach; however, there are other components of SEO that cannot be ignored.

Search Engines

The search engines have become very adept at being able to identify weaknesses in a website. These weaknesses are ones that would affect their clients that are using their search engines to find what they are looking for. For this reason, the search engines will pay close attention to these.

Site Speed

Site speed is something that can create a poor user experience or website. Therefore the search engines are concerned about this. This means that the web developer must do a careful review of the site and eliminate anything that may be slowing it down.

Outbound Links

It is quite common when content is being created that the writer will create links to other websites. This is important as it helps to show the credibility of the website being created. However, there are some serious mistakes that can be made here. If the link is to an external site that is not a good site in the eyes of the search engine, then it will reduce the credibility of the site linking to it. Writers that are creating the links must pick those websites that are of high quality and appeared to be authority sites.

Content Length

The length of what content should be, such as an article or blog post is often a topic that comes with some controversy. Generally speaking, the more informative content that is present, the more appealing it is to the search engines. It has been a practice in the past for content writers to create short blurbs of content and to load these with keywords. This has been proven to be something that the search engines do not approve of.

Who Is the Content Being Written For?

For those who are writing content for a client, they have three areas of concern. The priority is to determine who the content is being written for, which will include:

  • The client
  • The visitors to the site
  • The search engines

The Client

Each of these can create some confusion. Most often, clients have a very clear idea of what they want their content to say. When they don’t understand the SEO principles for content writing, it can be difficult for the client to accept what the final piece looks like. In cases like this, the writer will have to educate the client as much as they can as to what is expected from content that is on the web.

The Visitors

The general and best approach is to write content for visitors. They are the most important aspect of what is going to take place with the website. Every owner of a website wants a good deal of traffic to arrive at their site, and they want that traffic to come away with something or to do something. If the content is written to please the visitor than in most case, it will also please the search engines.

The Search Engines

When individuals are writing content for the search engines, some big mistakes can be made. The writer will attempt to focus on the keywords to such an extent that the content does not make any sense or hold any value. The search engines are very astute at being able to pick up on this and will not rank this type of content appropriately.

Keywords do have to be used to identify what the content is about, so the search engines know where to index the content. However, there are specific strategies that are used for keyword placement, and any writer of content must be well aware of these.

Analytics

Anyone that is carrying out an SEO campaign has to be aware of what analytics are. These are the resources and tools that will allow the individual to do a thorough review of how the SEO is working for the site. This is done by tracking what is taking place with the site. For example, how much traffic is arriving at the site and what is taking place with the traffic. It also includes tracking what the search engines are doing with each page that it crawls.