There are a large variety of different optimisation strategies that are employed throughout the online marketing industry. Having a robust search engine optimization strategy is essential. Some strategies have just come and gone since the start of the search engine boom, which confirms how dynamic the SEO industry is.
SEO Specialists continually have to be up to date with the most recent strategies. In such a dynamic environment a method that works today may not be so effective tomorrow. This is the continual battle with the efforts search engines to keep their ranking algorithms up to date and useful. However, there are some SEO strategies are still as effective today as they were several years ago despite the search engine updates that have recently caused ‘outrage’ within search engine results.
Effective On-Page Optimization
On-page optimization refers to the SEO adjustments made to the elements within the website structure, which lay outside of the content. This typically relates to the HTML code that makes up the web pages that contain the optimized articles.
Be Cautious of Over-optimisation
Through the misunderstanding and over optimization of on-page elements some aspects have been rendered useless (such as HTML META keyword), but there are several others which are relatively unknown that are still being put to good use today.
Some of them include Text Formatting (i,e the use of ‘bold’, ‘italicized’, and ‘headlined text’) is significant, as they are considered to be more important in the eyes of search engine spiders. Additional to this are the HTML elements “b” or “strong”, “i” or “em”, and “h1” to “h6”, that will always also play an essential role in how the search engines interpret a webpage’s content and importance.
Keyword Optimization also a well-known consideration. Similar to how formatted text is deemed more important, keyword optimization remains a focal point of on-page optimization, and is often the primary focus of any SEO technique.
However, over zealous keyword optimization (or keyword stuffing) is frowned upon by the search engines, who now place more value on readability and the user experience.
META Descriptions of webpages aren’t ranking factors for some search engines like Google (though Bing and Yahoo admit to using them to some degree), but they can often be leveraged for an improved user experience and subsequently increased click-through rates.
One of the last on-page optimisation methods is through the ‘alignment’ of Alt attributes, which remain under-rated but are an ideal means to optimise non-text image and info-graphic elements within a webpage.
Most of the attention of link-building strategies focus around external inbound links. However internal linking (website internal linking structures) are just as important.
A simple method of making keyword anchor text more easily noticeable for search engine spiders, proper internal linking helps significantly.
The generation and submissions of up to date and accurate Sitemaps shows the search engines directly what structure of your website is and ensure that search engine bots promptly find new content and indexes it.
The control of link equity (juice) from one page to another is similar to external inbound links. An external websites link shares equity to all inter-linked web pages, and a web page that is linking to another within a single domain does the same.
Leveraging User-Generated Content (UGC)
UGC is still gaining popularity today, though it has been around for almost as long as SEO.
UGC is any form of content provided by users of the website and not created by the website owners, marketers, or any entity officially associated with the website and can take the form of reviews, comments, and another sort of content.
Effective UGC Strategy
Leveraging UGC can become one of the most effective SEO Strategies through Highlighting keywords, so that Search engines bots can successfully crawl every ‘important’ piece of contextual content in a webpage, including comments and reviews.
Highlighting keywords on comment threads or simply making sure the threads are “crawlable” can ensure better keyword relevance and improves the value of links contained within UGC
A common misconception is that placing back-links within comments on related articles, is only beneficial for the receiver of the back-link. But actually, the link provides two-way confirmation of relevance (so long as no HTML codes indicate otherwise).
Promoted comments or top testimonials are advanced methods of UGC leveraging, which ensure that the most relevant UGC (both for users and for search engine spiders) are immediately noticeable.
This article doesn’t go into too much depth, but should provide enough food for thought about a few search engine optimization strategies. They should be explored and tested. I have found that when used appropriately, they are still very effective.
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