When was the last time that you took a hard look at how you were using your online resources? That includes elements like your company website, the company blog, your social media accounts, and even your Google My Business profile. If it’s been quite some time since you did anything other than adding posts to the blog, you’re overdue for a restructuring of your SEO efforts. Here are four essentials that must be addressed if the changes are to benefit your business in any way.
Begin By Taking a Fresh Look at How You Use Backlinks
Without a doubt, the use of backlinks is important to making the most of search engine optimization. In fact, it’s not too much to state that responsible and effective backlinking is one of the 3 pillars of successful SEO strategy. Note that responsible and effective are the keys here.
In order for backlinks to generate the most love from the major search engines, they must be perceived as being of value. That means the backlink must take the reader to something that is directly related to the subject matter of your blog or GMB post. Search engine crawlers evaluate a lot more today than in years past. That includes the links. If the connection to your content is not apparent, don’t expect the rankings to improve.
How Evergreen is Your Content?
By and large, the content used on your website needs to remain relevant as the years pass. That doesn’t mean you can’t include some content that addresses a contemporary topic. It just means that the bulk of your content has to remain factual and of help to readers even after it’s been online for some time.
How do you check to make sure the content is evergreen? Read it from start to finish. Would you word everything the same way today? If not, it’s fine to make some alterations while still maintaining the integrity of the original piece. If so, you’ll be ready to move on to the next essential and see if any tweaking on that front is needed.
Keywords That Are Relevant For the Topics
SEO professionals like Kate Skachko and Mike Zhmudikov dwell upon the necessity of organic search marketing. Organic refers to traffic that’s not purchased in any form or fashion. These natural search results are the product of effective use of keywords and keyword phrases.
Previously, you made use of keywords that were popular at the time the content was published. How are those keywords doing today in terms of popularity? Are they still among the most common words or phrases used by people who are looking for something in particular? Are there other keywords that now rank higher and are just as relevant to your content? If the latter is the case, do update the keywords in the content; this could help your rankings and increase the amount of organic searches that lead to your blog, website, or social media posts.
Providing Value to Your Readers
A common thread that runs throughout the SEO marketing effort is delivering value to your readers. Nothings turns off consumers like clicking on a search result and finding themselves on a page that has little to do with what they’re seeking to find. Along with harming your online reputation, you can bet that the major search engines will continually demote your pages until they become virtually impossible to find.
Every element of your pages has to provide value. Along with the text, the tags used for the images must speak to the reader. That means the selection of images must fit perfectly with the topics presented on the page. As a bonus, remember that value to your readers translates into a higher potential that those readers will share links to your pages on social media, through email, and other methods.
SEO is not something that you do once and consider the task done. There’s always the need to evaluate what composes your online presence in light of the latest search engine updates, particularly Google updates. If you never got around to this during 2019, make 2020 the year that all of your online resources get a thorough evaluation. Doing so could lead to increased traffic, higher search engine rankings, and ultimately more generated revenue.