Diving Deeper into Site Optimization
by Joanne Troppello
You have a blog, but you need visitors. You won’t make any money from ads or anything you’re selling—like blogger mentoring or site subscriptions through a venue like SubscribeStar—if you don’t have consistent and repeat web traffic. Let’s face facts. Your blog is in competition with the over 1.94 billion websites online for the approximately 4.1 billion global internet users. Going by these numbers, the odds are not in your favor.
We’ve discussed integrating such search engine optimization (SEO) techniques like fixing broken links, keyword research, boosting page speed, enhancing the overall user experience (UX), augmenting content for voice searches, and creating a mobile-ready site.
Let’s consider some other important ways to develop the search engine results pages (SERP) for your site.
1. Identify the Rank of Your Website
Identifying the current ranking of your website and blog is an important initial step in developing your SERP space. Run an analysis on your site with Alexa so you can ascertain your ranking, as well as the strengths and weakness of the site—and other statistics like referral sources and engagement metrics.
2. Learn the Basic Search Types
People make three basic types of searches online. The first search is informational where people search for content on different topics. The second type of search is called navigational. With this search, people want to find a specific brand, but they are not sure of the specific URL. The third search is called transactional which is related to e-commerce sites. The person searching wants to purchase a product or service online.
You should review SERPs for your competition by doing whichever type of search applies to you. As a blogger, your key focus would be on informational searches. When you see what other bloggers are doing and what keywords they are ranking for, that can help you know what keywords you should focus on—and don’t forget to include long tail keywords to increase your chances of ranking and meeting people’s informational needs.
3. Only Publish Quality Content
All content published online is evaluated by Google’s Search Quality Evaluators and rated for page quality according to factors listed in their E-A-T guidelines. Demonstrate expertise, authoritativeness, and trustworthiness in your content and it will receive a higher rating.
4. Build on a Solid Foundation
Search engine bots crawl the web to identify authoritative content that answers search results that people are searching for. Make sure you have authoritative foundational pages on your website that deliver more value than an average blog post.
You can write a white paper on a topic in your field of expertise. White papers run between 3,000 – 5,000 words and are very detailed and provide high value for the reader. You can then offer a free ebook download at the end of the white paper so readers can then subscribe to your email newsletter or blog posts.
5. Increase Reader Engagement
If you want to increase traffic to your website, you need to write content that is meeting the needs of internet searches. Obviously, your blog won’t meet the billions of searches on Google each day. However, you need to optimize your content and work diligently to get to page 1 on SERPs for your blog.
You can increase reader engagement by writing in a conversational tone in a laidback style. Don’t forget about bullet lists, headers, images, infographics, and other ways to create visually appealing content.
6. Create Blog Titles That Convert
Write dynamic titles that will make your SERP space stand out from your competition and increase your click-through-rate (CTR). Remember to use concise and engaging content, rich in keywords.
7. Write Keyword Rich Meta Descriptions
Effectively summarize the content in a meta description. You can use up to 155 characters in a tag in HTML. When someone searches for specific keywords that are in your meta description, your blog post or webpage content shows up in the search. Improve your SERP space by writing a great meta description that includes relevant keywords to impact the reader for better engagement.
8. Seamlessly Integrate Anchor Text
You need to seamlessly integrate the right anchor text when linking to both external and internal content in your articles. Don’t just use “click here” for any links. Use relevant keywords that search engine crawlers can process, so your content has more of a chance of increasing rank online.
About the Author
Joanne Troppello is a published author of 3 inspirational fiction novels and the Publisher and Editor-in-Chief of Mustard Seed Sentinel. She has experience as a freelance writer in topics such as marketing, retail marketing, health and wellness, SEO and social media, travel and lifestyle, website content, recommendations for apps, and content for blogs. Visit her Amazon Author Page for more information regarding her books. Connect on Twitter. Read more about Mustard Seed Sentinel here.