Anyone connected with SEO would most definitely be concerned with what are the most effective methods and tactics for Search Engine Optimization. Believe it or not, it is often the simplest solutions that provide the best results. SEO is actually founded on some core principles, which if followed can still produce some outstanding results.
1. Cleaning Up the Structure of Your Site
Even before one can worry about achieving good rankings for a website, they’ve got to make sure that it is fully visible to search engines. This often involves making a few structural changes to the code of the site and removing any unintentional barriers that prevent search engines from seeing all the pages and all the content of the site. Just because you can see all your pages and the content of each page does not mean all the search engines can see it. In fact, getting a clear site structure is essential before one can do any serious SEO work.
2. Keep Continuing Your Research on Keywords
This is really essential and one of the most basic. What do people really type into search engines when they look for your product- keywords, isn’t it? That is why keyword research is the only true way to find out. Without this, one is likely to be in the dark when it comes to optimizing a website. Key phrases may range from the generic (Dubai holiday) to the very specific longer ones (Dubai two week holiday package) and everything else in between.
It is better to research numerous different kinds of key phrases, consider how frequently each is used, how appropriate it is for the business, and how competitive it can be i.e. how many other people are trying to optimize for it. Ideally one should narrow it down to between 3 to 5 different key phrases for each individual page on the site.
3. Developing Your Landing Pages
One of the essential principles of SEO is to create many relevant landing pages. Often, this simply means devoting a page to each product and service that one offers, but SEO’s should consult the list of key phrases to see exactly what people are searching for. The key benefit of using targeted landing pages is that it provides visitors to your site with relevant answers to their search queries. If someone types in “holiday in Dubai” into a search engine and you offer holidays all over the UAE, it is much better to direct them to your Dubai page rather than your homepage. If they see a generic page, they may inclined to go straight back to the results page and try another site. It is better to give them a precise answer straight away so that they may well stay on and become a customer. It is better not to focus all of your attention on the home page. Providing a range of relevant landing pages is good for users and even better for search engines.
4. Using Your Keywords Everywhere
Once you’ve researched and created a list of keywords and mapped out your landing pages, it’s time to put the two together. Keyword Enriched Content (KEC) is the process of using these keywords naturally throughout the content on the site. The essential task is to use the right key phrases on the right pages, and keep each page targeted and relevant. If you have a Dubai holiday page, you want to use phrases like “luxury holiday in Dubai” and “Dubai hotels” rather than “UAE holidays” and “UAE hotels”. It’s a simple but time consuming process, especially if one has a large site, but we’ve found it produces great results in the long term, particularly when combined with a link building campaign.
Enhancing the written content with key phrases is just the beginning. Meta tags, alt tags for images, the anchor text for any links you have on the site – all these are more good places to place one’s key phrases. If the content on your page doesn’t read naturally, then you could’ve pushed it too far. Not only is it no good for search engines, it puts off users as well.
5. Building Up Your Links
Great links are akin to gold in the world of SEO. Structural improvements and thorough KEC are great first steps, but a link building campaign is essential to really achieve significant, long term changes in search engine rankings. Your site needs links- however they have to be the right kind of links to make a difference. Forget reciprocal linking; this used to work, but not any longer. Google are also seriously starting to crack down on paid links, so this is an expensive and risky strategy. What you need today are one way, relevant inbound links from quality pages.
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