These are some of the areas of Search Engine Optimization we looked at this week.
We should see more quality visitors and higher conversion rates when our site is well optimized. According to HubSpot (https://blog.hubspot.com/marketing/seo-site-keyword-optimize-ht#sm.00000o0cgos8r2f3ys93x86fi5ljm) there are 5 critical places on your website where we should be adding keywords. These are:
- Headings & Content
- Images Titles & Alt Text
If we haven’t done this yet, these are first places we should address. Once these 5 places have been optimized, we should continue to add keywords as we add new pages.
Good Content – Reputation
When we create web content, there are a number of factors we should consider to ensure we deliver quality content for our targeted audience, including:
- Is the content of an appropriate length?
- Have we included images, videos, infographics or other media to keep our visitor engaged?
- The proper use of grammar and spelling. Is the content coherent?
- Using an appealing page layout such as readable font and formatting
- Use credible references and credited them accordingly.
- Is the domain appropriate for the content?
- Have you enabled “comments” on your website and are the displayed comments of any value to your content?
In October 2016, a large bank in the USA experienced a scandal when they were involved in creating fake accounts for some of their customers. The loss in customer confidence and reputation all but destroyed the good name the bank had built up over a century of high quality performance. It is hard to attract and maintain a loyal customer base and we should always respect them by providing quality content.
Structured layout – Navigation
The importance of having a website with a structured layout cannot be over-emphasized. Poor website navigation can be expensive and is avoidable. Mistakes in navigation structure could affect both search rankings and user friendliness.
I found this excellent article which describes common mistakes we make regarding navigation and which are easy to avoid. These include:
- Non-Standard Style
- Using Generic Labels
- Drop Down Menus
- Too many items in your navigation
- Getting the order wrong
There is a trend these days (because if mobile devices?) to move away from buttons and use text-based links instead. According to “Kissmetrics”, they say that:
- Buttons are not search friendly because the text inside is invisible to search engines.
- Buttons are harder to update than links because you need to use an imaging application and a new image for every update.
- Buttons load more slowly that links which makes them especially bad for mobile visitors.
- Buttons are less appealing to the visually impaired.