Search engine optimization takes time and money. If you have a short time but have money, an agency or consultant is an option. If you have some money, you can use these do-it-yourself tips to boost your site's organic rankings.
1. Improve title tags
Look at your pages at the highest level. My research shows that pages with e-commerce categories should drive up to 32 percent more organic search traffic than product pages.
Sometimes, a small, common sense to adjust a title tag can make a big difference, especially if your e-commerce platform generates standard titles based on the labels in your taxonomy and website name. This can result in title tags like "Women's – (your site)."
Do your title tags make sense? Can you make them more specific or relevant? For example, adding "shoes" to the title tag above can be a common sense tweak: "Women's shoes – (your site)."
2. Master Keyword Research
A good SEO program relies on keyword research to:
- Know words and phrases from real searchers,
- Decide which keywords you want to target,
- Measuring demand for your products.
Marketers usually use their industry and brand jargon. Don't assume that you know what consumers want and how they seek – do the research.
The best keyword tools offer a demand score for each theme. Google Keyword Planner is the free keyword search tool, but you need an active Google campaign to access the most useful information.
Most other quantitative keyword tools require a paid subscription. But some still suggest keywords for free without providing popularity data.
3. Understand your competition
Identify your competitors by organic search – not necessarily the websites that sell exact products and services, but also information sites and massive resellers competing for the same phrases. Wikipedia, Vogue magazine and Walmart are your competitors if they take their place on the search results page. Ask yourself:
- What do they do well in organic search?
- What content themes do they contain that you don't?
- How do they structure their website to target valuable keywords?
- How do they engage buyers?
Also, study their reviews and social media activities to identify products or website info that can enhance your own offerings and user experience.
4. Keywords on the map
Knowing what consumers want and the search phrases they use maps keywords to each page of your site.
Create a spreadsheet with all critical pages in the site's navigation and map unique primary and secondary keywords for each. Create new pages for high value unassigned keywords.
Use long-tail keywords that result in fewer searches and are usually more specific – for example, "how to get red wine out of the mat" or "ex9116 exalt 18v battery charger" – in blog posts, FAQ pages and product pages.
5. Optimize your website
With your keyword map in hand, the next step is to implement SEO on the page, including:
- Update the content of the pages to include keywords;
- Create new pages (for unassigned keywords) with text and possibly graphics, audio and video;
- Launch of a new section with keywords, such a blog or educational portal.
Focus on the relevance of the textual elements on each page – title tags, meta descriptions, headings, body content – for the keyword themes used by the searchers.
6. Produce regular content
Create ongoing content tailored for your audience. You don't have to kick out a new blog post or other content every day. It is unrealistic for many e-commerce sites. Only publish unique content at least monthly, if not weekly. Consistency is key.
"Content" doesn't just have to be text. Use illustrations, product photos, instructional videos or other content to help customers. Delivering value is crucial. If the content does not meet a need or engage your customers and opportunities, you have wasted your time and theirs.
7. Increase equal capital
Link equity is the amount of high quality, topically relevant websites that link to yours. Link capital and contextual relevance are the two main organic ranking factors. Combined, link acquisition and content marketing will increase your link capital naturally.
Content marketing for SEO involves creating, saying, articles, videos and podcasts that people want to share and link to. As the number of people exposed to the content increases, so does the potential for links.
Link acquisition, on the other hand, means:
- Identify high value pages or websites that are relevant;
- Find out how to make your content valuable to the site owner; and
- Reach out directly to request a link or event that would lead to a link, such as a guest post or interview.
Google recommends site owners to build compelling websites that users want to tell their friends about. This content engagement strategy for SEO is Google's answer to "How do I get more links ethically?"
The keyword research in step 2 above is handy as it gives an idea of the most influential and best ranked sites to approach.
8. Build your social media network
Social media allows you to connect with your audience. Nurturing these relationships increases exposure to your content and thus the likelihood that some will blog about it or link to it.
Company-oriented companies are likely to find the most value in Facebook and Twitter. B2B companies usually focus on Twitter and LinkedIn, with Facebook also in the mix.
If you have attractive pictures, add Instagram or Pinterest to the list. If you are open to creating videos, definitely use YouTube.
9. Understand Analytics
You cannot optimize what you do not measure. SEO requires a basic understanding of Google Analytics (or equivalent) to know which pages to optimize and which performs well.
Go to Google Analytics Acquisitions> All traffic> Channels. Click “Organic Search” and then change Primary dimension to "Landing Page." You can then analyze your SEO performance.
However, beware of the "Keywords" dimension. No analytics program can accurately track which keywords referred organic search traffic to your site. It is only the analyzes for each search engine, e.g. Google Search Console performance report, which can do that.
10. Read SEO posts
Study an SEO guide as my "SEO How-to" series. Other helpful and free beginner SEO guides include Moz's "The SEO Beginner's Guide, "Search Engine Country"Guide to SEO, And Google's "Search engine optimization starter".
Also read reliable SEO blogs.
11. Ask questions
If you're stuck, ask questions in one of the many SEO communities. Google Webmaster Forum is a good place to start. Participants include Google employees, SEO professionals, marketers and developers. Other popular forums are WebmasterWorld Forum and Moz's Questions and Answers Forum. Facebook and LinkedIn also has SEO communities.
Twitter is a popular vehicle to ask the SEO community for advice. Be sure to include a hashtag like #seo, #seoquestion to increase your chances of being seen by someone who can help.
However, forget that there is a lot of inaccurate information about SEO. Try to know the source.