Getting started with search engine optimization can feel daunting, but the basics are easy to learn. Once you’ve got a solid understanding of the fundamentals, like what SEO stands for and why it matters for a business, you’re ready to start actually creating a strategy for your business.
It won’t come together overnight, but a few days of consistent research and steady planning can put you on the path to link building and ranking in your target audience’s search queries. To help make the process easier for you, here are three essential components of a solid SEO strategy that you don’t want to overlook.
Web Structure Optimization
Your site needs three often forgotten components to do its best:
- Strong internal links
- Meta descriptions
Internal links help create a “web” for Google’s search engine spiders to “crawl.” This makes it easier for the search engine to index the information on your site and match it to relevant searches. Breadcrumbs are navigation menus on your site that allow users to easily jump from one position to another. It provides structure, and it lets them know exactly where they are at any point in time. An example would be the small links at the top of a blog that looks something like this:
- [Company Name] > Blog > [Category]
A person reading a post could look up and easily select the category to see similar content. Likewise, they could also easily click on “blog” to be redirected to your main blog page and scroll through all your posts. Meta descriptions are an integral part of code, but they get overlooked in favor of all the on-page and content optimization tactics available today. But you should never forget to personally write a keyword-oriented meta description. This added element makes it even easier for Google to categorize the information on your page.
Intent SEO helps you rank higher based on fulfilling search intent. Whether they want to learn something or find a local business, companies that use intent SEO strategies consistently rank higher than their competitors and earn more. You don’t need to revolve your entire strategy around user intent, but you definitely shouldn’t keep it on the backburner either. Intent search engine optimization enables Google and other search engines to provide users with the closest match to their query. Elements like featured snippets are intended to give immediate answers to what they want to know; your goal as a business is to get seen as soon as possible by providing content that Google deems both relevant and valuable.
A beginner’s mistake is to focus solely on meeting the criteria of good SEO and not actually setting specific goals for themselves. You need search engine optimization metrics and objectives to help shape and refine your strategy. Once you have visitors and conversions, you’ll be better equipped to make adjustments that match your audience’s needs and behaviors. Google Analytics will be your go-to hub for all the information about how your site is performing, including how much traffic your strategy is driving and what pages are doing the best and worst. Goals, like conversions, email subscriptions and lower bounce rates, all help you improve your SEO with real-world insight rather than attempting to just outperform everyone.
Chatbot Helps User Experience
There is a lot of emphasis placed on the technical aspects of SEO, i.e. the on-page efforts. Then there are the off-page efforts like organic link building and public relations tactics However, many times we forget about the user experience itself. It has long been thought that click through rate and dwell time on the page are two factors that search engines take into account when determining organic positions. There is where the benefit of a chatbot comes into play, especially if you are building out an eCommerce site.
New, potential, and existing customers all want to know they are being heard. Chatbots are an amazing type of artificial intelligence that allow users to feel like they are being heard, addressing their questions and concerns, all while allowing a company/site to assist their customer base 24/7. While there isn’t a substitute for real live human interaction, a chatbot is an effective way to buy you time until the visitor is able to connect with one.