The SEO Recommendations that Matter the Most
LSC Digital’s Vice President of Digital Marketing, David Clemen, discusses actionable recommendations for SEO. As the search landscape changes, it is hard to pinpoint where to focus most of your efforts and resources to reap the most benefits. This webinar will discuss:
- Search Engine Landscape
- 3 Core Ranking Factors
- Structured Data
- Page Freshness
- Internal Linking
Watch the full webinar below or download the presentation here.
Search Engine Landscape
- In 2005, the search engine landscape was occupied by a number of search engines.
- Now, Google dominates 95% of the total search engine landscape, resulting in trials about whether or not Google is a monopoly. (Read about the case against Google here.)
- This means that now when marketers talk about SEO, they’re mainly referring to Google optimization.
Google’s 3 Core Ranking Factors
- When optimizing content for SEO think of the people reading it, not Google.
- High quality content with multi-media elements and well-researched keywords will rank higher.
- Keep content fresh by updating links and information frequently. This does not mean simply changing the date.
- Inbound and outbound links build relationships between websites. This confirms that you are citing reputable resources that readers will benefit from.
- More high-quality links will show Google that your website is reputable. Quantity itself can’t push your reputation alone.
- Interlinking your own site will show search engines that your site is easy to navigate.
- RankBrain is a component of Google’s core algorithm which uses machine learning to determine the most relevant results to search engine queries. (https://moz.com/learn/seo/google-rankbrain)
- RankBrain uses personalized data (like location for example) for generate results in that moment.
- One-keyword-one-page optimization is no longer effective.
Recommendation: Use Structured Data
- Google has a structured data guideline. (https://developers.google.com/search/docs/guides/sd-policies)
- Websites like WordPress also provide templates to get started with structured data.
- Structured data is coding content in a way that search engines understand it and prioritize it.
- Other resources for structured data:
- The Beginner’s Guide to Structured Data for Organizing & Optimizing Your Website https://blog.hubspot.com/marketing/structured-data
- org Markup https://moz.com/learn/seo/schema-structured-data
- Rich Snippets https://backlinko.com/hub/seo/snippets
Recommendation: Create Fresh Content and Keep Content Fresh
- Refresh links with new information and update content based on the latest keyword research.
- Dates help, but simply changing the date on articles won’t optimize content.
Recommendation: Utilize Internal Links
- Links to other parts of the website, and the amount of traffic generated by internal links determine that page’s importance within the site. https://www.hobo-web.co.uk/optimize-website-navigation/
- Internal linking makes navigation easier for visitors. This increases the quality of user experience. https://www.distilled.net/resources/a-simple-approach-to-optimizing-website-internal-linking-structure/
- Utilize breadcrumbs so visitors can navigate between linked pages back to a previous page with ease.
Recommendation: Aim to Receive Quality Backlinks
- A backlink is when another website links to your content. This shows search engines that you produce high-quality content on your site.
- The more relevant the backlink, the better that is for your site ranking.
- Backlinks to avoid: blog comments, press releases with optimized anchor text, forum signatures, and guestbooks.
- Content syndication will also increase the likelihood of receiving a backlink.
At the end of the day, prioritize the PEOPLE using your site, not just GOOGLE. Like a seasoned professional, Google has grown intuitive enough to distinguish authentic, natural content from over-optimized content.
Ready to put these best practices to work for you? Call us at (203) 743-2600 or email firstname.lastname@example.org to get started!