With Google algorithms continuously changing, as a business owner, the most important commitment you should make to your business is investing the appropriate time and resources into a sustainable SEO strategy.
Here is why:
SEO will not only help put your content on the first page of Google and other search engines, but will also give you exposure. In addition, SEO will help you build trust with your target audience.
While creating a sustainable strategy is easier said than done, if you really need a strategy that will help you achieve your goals, use one of the below 3 tips:
1. Optimise your website for voice search
With the rollout of Google’s latest algorithm, (Bidirectional Encoder Representations from Transformers) BERT, voice results are undoubtedly becoming more and more accurate and reliable. This is likely to lead to people extending the scope and complexity of queries they currently use with the technology. BERT also helps Google understand natural language better, particularly conversational search.
A good way of increasing your voice visibility on Google Assistant powered devices is to optimise your content to have more “featured snippets” (answers shown by Google within the search engine results pages). Additionally, make sure your content provides the best answers for the questions your target audience is asking.
Here are some ways to keep your content optimised for featured snippets:
- be clear and concise
- use headers for easy scanning
- ensure cross-device usability
- maintain social engagement
- use strong external resources
2. Make SEO a long-term goal
SEO works most effectively and sustainably when implemented as a long-term goal. Getting results from SEO can take months to work at full capacity, so ensure you map out a plan of how to achieve.
Where do you start? Keyword research. Find keywords your target market uses when they want products or services related to your business and incorporate them in your content.
3. Make sure your title tags are properly set up
Let’s by defining a title tag. Moz defines a title tag as an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing.
A <title> tag tells both users and search engines what the topic of a particular page is. The <title> tag should be placed within the <head> element of the HTML document. You should create a unique title for each page on your site.
“Google typically displays the first 50–60 characters of a title tag. If you keep your titles under 60 characters, our research suggests that you can expect about 90% of your titles to display properly,” says Moz.
Remember, if your title is too long, search engines may cut it off by adding an ellipsis (“…”) and this could end up omitting important words.
Lastly, tags allow your business to collect information about website users, such as their demographic and behaviour – insights which can be used to inform digital and search strategy. Knowing where your traffic comes from allows you to tailor your content strategy to attract more similar visitors to your site.
Remember, when Googlebot crawls a page, it should see the page the same way an average user does. For optimal rendering and indexing, always allow Googlebot access to the JavaScript, CSS, and image files used by your website. If your site’s robots.txt file disallow crawling of these assets, it directly harms how well Google’s algorithms render and index your content.
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