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SEO ( Search Engine Optimization)

In order for your business’ Website to even have an opportunity to make high-volume conversions, your Web pages will have to score high rankings on SERPs (search engine results pages) to ensure high “visibility” to the most relevant Web users.

Optimizing Web pages for search results (SEO) requires a multifaceted approach that includes “Web-smart” design of page content, structure, tags and titles, internal/external links, and more.

The goal must be to make it onto the first Google SERP, and as often as possible, to claim one of the top five listings on that first page. And this needs to be done in the “organic” search results, rather than simply via paid placements. To back up this claim, consider the following statistics:

• The first five search results account for 2/3 to 3/4 or all clicks stemming from organic search engine results. Results six through ten account for less than 5% of clicks, and the rates decrease from there on down.
• About 2/3 of all Website traffic derives from organic search results, only 6% from paid-for search results. About 1/8 is from direct site look-up, and about 1/6 is from referrals from other online sources.
• Google was responsible for 90% of Web traffic driven to sites via organic search results in 2015.

But how can you succeed at optimizing Web pages for SEO to boost your Google-search rankings? While Google’s search algorithms are complex and secretive, there are still many key factors for optimizing Web pages that are touted by Google itself and have abundantly proven their worth through an actual use. These include:

1. Take Care in Optimizing URLs for SEO:

   While some suppose that URL optimization is irrelevant, since “search engines can index any URL.” In reality, there are ways to improve your URLs for both people and machines. First, wherever possible, use “static” URLs with keywords in them instead of “dynamic” ones with a trail of numbers and characters read only by machines. Second, create an XML sitemap and mark “canonical” (preferred) URLs so the search engine chooses the most relevant pages. Third, use hyphens instead of underscores between URL elements since Google reads the former as multiple words but the latter as a single word.

2. Work on Optimizing Page Titles:

   Page titles/headings are relied on by your readers to give them a quick summary of what a page/section is about and a quick indication of whether or not it is relevant to what they are searching for online. Here are some basic best practices: accurately describe the page (no clouds-without-rain click bait — it will skyrocket bounce rates); keep it concise, about 60 characters or less, and yet include enough context so the title “makes sense” on its own; and include 3 or 4 keywords that fit your brand and are likely to be typed in by searchers, and place the most relevant keywords earlier in the title.

3. Focus First and Foremost on Optimizing Content:

   Google rankings are largely dependent on “quality scores,” not just on keywords. Make your content unique, relevant, interesting, and easy to skim (with keyword-rich headings), and your rank will naturally rise. Do include keywords, of course, and vary them to hit as many different forms as possible rather than repeating the same phrase excessively. Make keywords fit in naturally instead of force-fitting them like a deformed puzzle piece in the wrong location, and use long-tail keywords that better describe a searcher’s purpose. Finally, optimizing images via descriptive alt text is the only way to make them visible in Google Image searches.

4. Use Linking to its Full SEO Potential:

   Links are a vital part of your Web pages and can indirectly improve your SEO level. Internal links keep people on your Website longer and reduce bounce rates and can improve your ranking for certain keywords used as anchor texts, when many such links lead to the same Web page. However, outbound links from another Website to yours are the number one way to improve Google’s assessment of your site’s “trustworthiness/authority.” Get enough authority pages to link to your pages, and they can grow in authority themselves as a result.

5. Improve “Usability” and Get SEO Side Benefits:

   Google algorithms are increasingly focusing on the user experience, including easy-to-read/navigate page layouts, quick page-load speed, minimally disruptive ad placements, and optimization for various screen sizes/Internet-connected devices are among the factors that can both encourage people to re-visit your site and raise your search engine rankings.

By implementing the 5 key Web page elements listed above, along with other proven Website SEO strategies, you can greatly boost your site traffic levels and let your visitor conversion strategy take over from there.

For assistance from professional Web designers in optimizing Web pages for your business, do not hesitate to contact Foxxr by calling 831-531-7771 or by filling out our online contact form.

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