This video explains the basic principles of on-site search optimisation i.e. exactly what you need to do in order to optimise and maximise a website’s ability to rank on search engines for specific keyword related searches.
Once your keyword list has been constructed the next stage is to determine how to implement these keywords within the website to optimise and maximise its chances of ranking for those specific terms.
The basic principle of search engine optimisation currently dictates that every single page of a website has the ability to rank in its own right on search engines for different sets of keywords and key phrases. If you look at Amazon.com, the majority of traffic will not enter the site through the home page but rather the users will have searched and found a very specific product or category landing page.
This is because every single page on the Amazon site is search engine optimised (SEO’d) for very specific terms relating to the page’s content, the products and the product category.
From a search enginge optimisation perspective, a website needs to be thought of as a whole series of landing pages which need to be optimised very specifically on a page per page basis in order to maximise each page’s chances of ranking for these very specific terms.
A single page typically cannot rank for 20 or 30 keywords, instead the goal should be for each page to rank for perhaps one major keyword and possibly one or two secondary keywords.
It becomes clear that because individual web pages can only be optimised to rank for one or two specific key words or key phrases, then, the more pages that you have on your site, the more keywords you can optimise your site for. This is one of the reasons that blogging has become such an important element for businesses who are serious about online marketing; it gives them the opportunity to build lots and lots of landing pages in the form of different blog posts and each can be search engine optimised for very specific terms.
Additional benefits to running a blog attached to your website include more Google authority i.e. Google likes bigger sites who update their content on a regular basis. You can also deliver a better user experience by providing different insights, guides, answers to popular questions etc. within your blog.
To continue to build more and more search engine optimised pages, fresh content needs to be developed. Content is a huge and fundamental part of online marketing, some of the key elements to content creation are:
- It has to be original content, using duplicate content from another site or republishing something from within your existing site will not be of value to you from a Google perspective. Google has a duplicate content filter which can determine the original source of any content and it will rank this source, ignoring all secondary sources of the article.
- The quality of the content, the stronger the content/more engaging the content the better.
An example would be when We had published an interesting infographic on Google’s Revenues. Many of the visitors to our site thought it of interest and shared it via social media, and referenced/linked to it from various places around the web. As a result of this Google saw lots of inbound links coming to this particular page and recognised this page as being an authority source on the subject of “How Google makes money” and ranked it appropriately on its search engine.
- The key to this is that the content was fun, it was engaging and it was interesting, it wasn’t just a bunch of text on a page. Quality and the ability to interest your visitors can serve to feed your search engine optimisation. It can build links all by itself and can really help the ranking potential of individual pages on your website.
The other important element is to make it as easy as possible for readers to share your content by having Tweet buttons, Facebook share buttons and so on. This is particularly important for blog posts.
Unique content doesn’t mean you have to start from scratch, an idea for building solid content is to take recent industry reviews, surveys, reports, interviews etc. and summarise the key points, highlight things of interest and provide expert opinion and commentary on the original source of the content. When Google were piloting the launch of a new version of Google Analytics, Google published a guide on one of their blogs. We knew this was a topic of interest in our industry so wrote a post summarising the key updates and gave expert opinion on how useful we thought the key features would be.
This tactic means you are not starting from scratch and it allows you to tap into rising trends and get the benefit from topics that are popular and topical within your marketplace and gain new visitors as a result.