For most commercial websites, organic search is one of the top two sources of traffic (along with direct visits), accounting for a third or more of total sessions. And for the more than four million businesses that advertise on Google, AdWords can be another significant source of traffic.
Adding it all up, organic and paid search clicks across search engines can easily supply half of more of a company’s website visits.
To capitalize on that potential, marketers need to understand how people search (and how that is changing); what they are searching for; how they respond to search results; and how to optimize their websites based on that knowledge.
While it’s vital to keep up with the latest developments in SEO, optimizing for search still revolves around three core areas:
Technical SEO: While solid technical SEO won’t guarantee top rankings, poor practices are definitely likely to hurt. To make your site as search engine-friendly as possible from the technical standpoint, use a tool like Google Search Console to identify and correct issues like broken outbound links, 404 page-not-found errors, and HTML errors such as missing or duplicate meta tags. Upload an XML sitemap. And given the increasing share of searches being performed on mobile devices, make certain your site loads fast and renders well on smartphones and tablets.
Content: High-quality content provides the best possible answer to specific questions or search intent, and is well-crafted for human readers (not “keyword-stuffed”). Avoid “thin content”—make pages and posts a minimum of 300 words. 600-700 words is better. And even longer content (1,000-plus words) generally attracts more links and shares. Use section headings, bullets, and relevant graphics to break up long blocks of text.
Backlinks: Gone are the days of “link building” when simply dropping a link on hundreds of spammy directory sites could elevate a site in search. Generating a strong backlink profile today is about earning links, through strong content, active social sharing, email promotion, PR, strategic guest posting, and effective influencer marketing.
You can also enhance SEO effectiveness by using the right marketing technology, whether you prefer to use special-purpose SEO tools for functions like keyword research and backlink analysis or all-in-one SEO tool suites that combine several core functions into a single platform.
Here are 17 good-to-know SEO and SEM facts and statistics to help support your optimization efforts.
Search is likely to remain among the top sources driving website traffic, but it is changing. High-quality content will continue to be the essential core, but it will increasingly need to be developed with voice and long search queries in mind. It will also need to be styled and produced in different formats (e.g., images and video) for easy consumption on mobile devices.
This article was first published on V3Broadsuite.