You go on Google hundreds of times in a day for various purposes – be it for getting information about a specific topic, researching an interesting idea, gaining knowledge about a company you’re not fully aware of, or simply finding the lyrics of a song! You just can’t escape “googling” about anything you want to know.
However, while making a Google search, how often have you visited the links appearing on the second page of the search results? If not the second, have you visited the third page, or the ones that follow? I’m sure that most of you haven’t. It is rightly said that a page doesn’t really exist if it doesn’t appear on the first page of Google. Hence, it is really important for site owners to strive to appear on the first page of Google search results. The techniques which are involved in helping these web masters bringing their page on the top of the SERPs (Search Engine Result Pages) is collectively known as search engine optimisation or SEO. SEO is an extremely important aspect of building popularity and drawing traffic to your site. It is obvious that you would have more visitors if your site appears on the top of SERPs. Hence, search engine optimisation is very crucial and sometimes an unavoidable task to be carried out if you want to make your site successful. It is not less than a promoter of your web page.
As a business organisation, you may have an in-house SEO team, which consists of your own people working on optimising your web pages. You may also choose to outsource the SEO to an agency which specifically deals with the task of optimising web pages.
If you want to effectively carry out the task of SEO, there are two ways you should follow – On-page SEO and Off-page SEO. These are not options to choose from. You should make the optimum use of both these SEO techniques in order to popularise your site and get it further ahead on the SERPs (Search Engine Results Pages).
On-page SEO deals with the factors which are present within the web page itself. It doesn’t take optimisation out of the page being dealt with. If you’re still not clear, following are the various On-page SEO factors which every web master should take into consideration:
- Content of the page
- Headings given to the matter
- URL of the page
- Image Alt text
On-page SEO only deals with the factors which are present within the technical web page.
On the other hand, off-page SEO deals with factors that have nothing to do with the engineering of the web page. It deals with external factors which can bring traffic on to the page. It is similar to marketing a product by a separate distributor. It promotes the page externally and pulls in the views to the page. Following are the factors that off-page SEO deals with:
- Building links
- Bookmarking sites
- Social media
Thus, the off-page SEO techniques deal with the factors which are external to the concerned web page.
Now, looking at all these factors responsible for optimising your website, you might have got an idea of what it takes to make a site rank higher in the SERPs and get popular. However, just having the knowledge of what works is not enough, you should also be aware of how a particular factor can work for your benefit and how you can make the best use of the above-mentioned factors to popularise your website. Hence, let us have a look at some really creative ways of drawing in traffic to your website and making it popular because a site is all about the visitors it attracts.
Accompany your images with texts
Images are always eye-catching. They always attract the most attention on a web page. So, if your site is all about images and/or maps, make sure that you use sufficient and relevant text along with the images you add to the site. The text may not be too long, but enough to compliment the image posted. This will help the Search engine crawlers get to your page and make better sense of the images you’ve added. Don’t know what crawlers are? They are the Search engine robots which are triggered the moment you press “Enter” for a search query. They go through all the relevant pages that exist on the internet and get you the best results for a certain query on your screens in micro seconds. Hence, if you accompany your images with relative text, it would help your page to be more favourable to search engines.
Rely heavily on your content
No matter how frequently it is said, content really is the king! You can’t get away with making a good site without having appreciable content. The search engine crawlers are way smarter than you think. They do not merely see the keywords and the links, but also check the quality of your site’s content. You can never fool them into indexing your site and gaining popularity. A web page which is good looking and with great aesthetic appeal will rank nowhere on the SERPs if it does not have good quality content. Hence, you should always monitor the content that goes up on your site very closely, as it ultimately helps in popularising your website.
Build effective links
One of the most important off-page SEO techniques is link-building. It is a way of making other web pages share your link so that the visitors of that page also have an option of viewing your page if they click on your link. There are many ways of carrying out the process of link building. One of the most basic and effective ways is the natural link building method. This is when a particular website prefers your page and shares your link in the content of their site. This is done without any recommendations or requests. However, there are other ways of link building too, like exchanging the link, posting links in a site’s comments, putting links on an online discussion portal etc. You should always make sure that only the pages that have content similar to yours share your link. The crawlers are likely to ignore if your link is found on an irrelevant website.
Be smart with the keywords
Keywords are the most basic components that help crawlers to identify and refer your sites. They can be compared to the clues of a treasure hunt. They lead the crawlers throughout the internet and give basis to what people want information on. For example, if you want to choose which college to opt for graduation, your keyword may be “best colleges in UK”. This will help the search engine to look for relevant information and narrow down your search according to your preferences. Hence, you should always be very sure about the keywords you use in your content which help the users.
Use effective titles
You need to have appropriate address and name plate outside your house for someone to search it. Similarly, you should have a suitable and relevant title to your page, which is related to your website and the content you’ve written within. You should also try and incorporate your necessary keyword in your titles, which makes it further easier for the crawler to associate your web page. The title should be catchy, simple and crisp, giving a gist of your content. Using vague and inappropriate titles will confuse the crawlers and will affect indexing of your page in spite of having great content.
No stale content!
You should always make sure that the content put up on your page is always fresh and updated. Search engines find fresh and unique content always reliable and relevant, and hence it leads to getting a higher rank on the SERPs. No matter how good and creative, if your content is already used on other sites and blogs, even if it is written by you, it won’t be considered as an original one. Thus, always try getting new, more creative and updated content to put up on your web page, so that you can get a higher rank by the crawlers.
Opting for white label SEO
You must be aware of the fact that Batman is often called the “masked vigilante.” He is known to risk his life for fighting the evil and saving Gotham, without revealing his identity. In “The Dark knight,” he used to fight the evil, the credit of which finally went to the district attorney, Harvey Dent. Bruce Wayne got satisfaction from saving the city, and Dent got the dues for being an honest member of the Government. This is a simple illustration of how white label SEO works. White label SEO is a practice in which a business company outsources the SEO services to an agency, which takes care of optimising it further under its name. Here, the name of the original SEO provider stays hidden, and the company’s name is published on the site. It is a form of partnership, where two parties come together to earn mutual benefits. Many renowned SEO companies offer this valuable service.. There are various services which are provided by the white label SEO providers, one of the most important being building effective links. They also provide services like keyword planning, indexing, content marketing and many more.
Though it may seem a win-lose deal as one of the party’s identity remains hidden, it is not so. Irrespective of the identity, the purpose of both the companies is solved. The company who is producing the product sells it to the partner company on a discount, getting rid of the further issues of distribution and promotion. This company doesn’t need its name to be promoted anyway. On the other hand, the company responsible for actual distribution gets all the activities done in its name which turn leads to its promotion and fame. Hence, white label SEO is a big win-win when it comes to making your site popular.
Don’t get greedy for links
It is always good if there are links which draw traffic to your site. However, it should be kept in mind that instead of getting multiple irrelevant links, it is always beneficial to get one relatable and dependable link. For example, if you own an online catering service, several links from web sites dealing with the IT sector would not help the SEOs index your site, but one authentic link from a leading food blog will. Hence, always try and find less but authentic links instead of finding more but vague ones.
Never talk in keywords!
Although keywords are important when it comes to search engine optimisation, never stuff your content with them. Try and make your content look as natural as possible and add the keywords in a very smart and subtle way. The search engines are very smart when it comes to this. They can sense it if the keyword has been forced and used randomly throughtout the content. In this case the indexing of your site gets hampered. So, add keywords in your content but only where they are necessary. Do not add them just for the purpose of getting better SEO, because that will surely not happen.
Use social media
In this age, almost the entire world is on social media. So why not make use of that and popularise your site? Always have a social media account for your business, be it Facebook, Instagram or Twitter. This will help in more people knowing about your site. Also, if your site requires a user login, always have an option for the users to login using their respective social media accounts. This will further add to your digital database. Be as interactive as possible on the social media platforms, because sharing your social media pages would also add to the SEO of your website. You must have often seen how the Facebook or Twitter page of a company appears before its actual website. This is the power of social media!
Your business is extremely valuable to you, and it may hurt you if people can’t reach your site in spite of it having a marvellous look and engaging content. Hence, always take the help of these above-mentioned Search Engine Optimisation techniques to boost your business and make your site popular throughout the digital world.