Under the Hood of your Search Engine Optimization Techniques
Search engine optimization is comprised of a number of techniques to help your website rank higher in search results and attract more visitors. Many optimizations influence the displayed content, as in keywords used in text, images, headers — all of this changes what the user sees on your page. On the other spectrum, there are optimization methods under the hood. These are not visible to your visitors, but are picked up by search engine’s robots.
Meta descriptions should contain main keywords, but these should contextually fit into a description which would ideally compel a user to click on. Meta descriptions are essential in getting users to click through from the search engine results page (SERP) to your website.
Similar to titles and headers in your content page, search engines will highlight keywords in the meta description that the user queried for.
- Compose a compelling description
- Recommended length is around 160 characters
- Provide unique meta description for every page
- Don’t use non-alpha characters, because Google deletes them automatically
Internal Page Linking
Internal linking refers to a link in content that directs the user to another page on the same website. Internal links are important because it gives a clearer picture of how pages are connected on your website and as such, search engines can relate different pages to keyword phrases.
- Use anchor text with keywords for internal linking. For example: “We offer a wide range of finance consultation services,” rather than “Click here to find out about our services.”
- Don’t abuse the internal links, especially by linking with different keywords as anchor text
Images and Files Tags
The alt tag is basically the name of the image or video you insert into your content. All visual content should have appropriate alt tags. This is not only good for search engines (they don’t process images), but also for users that might not be loading visual content. The alt tag is the text alternative of the image or video.
You can include keywords in the name of your visual content’s alt tags, but this shouldn’t be overdone.
- Image names should be descriptive of the visual content used
- Use dashes between the words, rather than underscores (tall-building.jpg rather than tall_building.jpg)
- Don’t use non-alpha characters in your image or file names