Improving visibility on search engines requires tackling the three pillars of SEO: content, technique, and popularity. With this in mind, referencing a web page relies on fundamentals to maximize your chances of appearing in the first Google results.
Content creation is one of the key elements of natural referencing. Their writing, their updating, and the regularity of their production with relevant and targeted keywords are all inseparable and absolutely necessary assets on a website. Calling on an SEO Agency Lahore is therefore the best solution to ensure quality content.
This is an integral part of a good customer experience which, together with technical performance and SEO tools, makes up a global SEO strategy that we present to you here.
1. Optimize the technical performance of your site
In addition to semantic optimization of pages, the technical performance of your website has become a predominant positioning criterion in search engines. This element has indicators that allow robots to estimate the speed of your website and combine them with other factors to determine the page position.
To optimize resources, the Google robot spends a limited time on each page. This is called a crawl budget. The more optimized your page is, the faster it will load and the better it will be crawled by Google.
Therefore, one of the keys to ensuring that your website pages are indexed and accessible by Google is to present your pages to Google’s crawlers as quickly as possible.
It is necessary to take into account 3 main factors for good performance of your site:
1. Images
They are the first factor that affects the loading time of your website. Many sites ignore this essential aspect of SEO, inserting images into the content itself without optimization.
There are several tools you can use to improve your images and adapt them for the web.
2. The cache
How? By storing static elements of your page on the client side. In principle, static files (for example a logo) are stored on the user’s computer during their first visit to your website.
The next time it visits, the page will be served almost immediately, because fewer requests will be made to the server. This is a powerful way to optimize loading times. If your website works with a CMS like WordPress, several extensions are available to create a caching system.
3. The CDN
Content Delivery Network is another important underutilized metric for websites. Instead of loading all elements of a page from a single server, we traverse a network of servers in many data centers around the world so that the loading time is shorter.
Across multiple servers, a CDN can serve cached pages from the nearest server. Also make sure there are no 404 error pages (deleted or replaced pages), broken links, or chained redirects (where the old URL points to a different current page).
2. Select relevant keywords
Targeting Internet users requires defining a list of strategic keywords or expressions that will be used to position your website. When defining your keyword list, it’s a good idea to limit it to keywords that interest you.
Indeed, it becomes difficult to rank on larger lists without ensuring that these keywords can retain Internet users. When the time comes to define the list of keywords on which to place a website, there are three important criteria to consider:
- Traffic generated by keyword: This criterion corresponds to the number of times users search for the keyword in Google.
- Quality of traffic generated by keywords: this criterion expresses the relevance of the content about Internet users’ queries.
- Evocation of the keyword: this last criterion represents the number of competing sites that position themselves on a keyword identical to yours.
Quality content, which meets the needs of the reader, has become a key factor in achieving good SEO results. The selection of keywords also depends on the different types of needs, identified through 4 search intentions.
Thus, there is the intention:
- Informative is what the Internet user wants to find out about something.
- Commercials whose research aims to obtain information before an act of purchase.
- Navigation consists of searching for a very specific website.
- Transaction to purchase a product or service.
All of this content must therefore be adapted to the target audience and must be added to your website regularly to optimize your visibility and increase traffic. Their writing requires expertise and mastery of natural referencing to appeal to the reader, and above all to provide the desired visibility.
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3. Produce new content regularly
Search engines regularly visit your website. These are robots that navigate your site and explore each link, one by one.
Regular content creation allows search engines to see that your site is active and that you offer new content to Internet users. In addition to allowing you to appear on new keywords, this allows Google to better crawl your site.
Technical optimization and site structure are important because search engines must be able to properly crawl your web pages to index them. The robots have what is called the “crawl budget”. The crawl budget represents the number of pages that robots visit each day or each time they visit your site.
A site that is not very active sees its crawl budget decrease. Creating new content regularly allows you to show Google that it needs to visit your site regularly to index the different pages.
4. Get Natural Backlinks
Backlinks are essential as part of your natural referencing (SEO) strategy. This allows search engines to see who is getting attention on a particular topic.
Once your website is technically optimized and you have started creating useful and quality content, you need to promote it to make your website more popular. You can :
- Use social networks: Facebook, Twitter, Instagram, LinkedIn, Snapchat, etc.
- Share this content in professional media: newspapers, and professional blogs.
However, what really matters for ranking high on Google search results pages is having consistent and strong backlinks to your site and its content.
The more backlinks your website receives from a variety of complementary websites on the same topic, the more search engines will know that your website is the center of attention. He then becomes a “reference” in his field.
5. Take care of the user experience (UX)
For websites, the user experience depends on several factors, both technical and ergonomic (web design, responsive, etc.). UX also has an emotional side. Because UX is all of the emotions of Internet users when they browse the pages of a site.
User experience therefore consists of putting yourself in the shoes of your visitors to offer them an optimal experience. This notion of user journey is an integral part of UX.
To improve the UX of your website, you must do everything to make it user-friendly. In other words, it has to appear User-Friendly. A website must be simple and effective while allowing access to important information in a few clicks.
Navigation should be fluid and intuitive. Here are some examples of things to consider for a positive user experience:
- Help Internet users find their way and quickly access what they are looking for by taking care of your menu.
- Make sure your website is responsive, meaning that it is suitable for any type of screen (mobile, tablet, etc.).
- Encourage visitors to action by highlighting call-to-action buttons.
- Put yourself in the Internet user’s place by personalizing their navigation.
6. Update your content
Updating and revising your web content is essential if you want your website to rank on the first page of Google search results. In fact, it remains one of the most effective ways to improve your SEO.
The process of improving or optimizing your content is never-ending. This may be new content that needs to be optimized from an SEO point of view, old content that no longer generates visits, or content that has been removed. There are always reasons to review and edit pages, blog posts, or white papers.
The objective of updating the texts of your site is to always offer relevant content to Internet users. For all of your pages, ask yourself the following question: “If I were an Internet user, would this page answer the query I typed on Google?”. Depending on the response, be sure to correct the content of the page to meet the needs of Internet users.
7. Stay informed about Google updates
Simply put, Google’s algorithm determines a website’s ranking in the SERP. At Google, an SEO algorithm is a description of the code used to crawl the web and rank websites based on how well they conform to that code. It then decides which websites to display for each user’s search query.
The different evolutions of the algorithms are fundamental to display the best possible information according to the user’s request. Many websites will inform you of the different updates that have been made and what they contain.
Keeping informed of updates can be compared to technological monitoring that should not be neglected to adapt and adjust your SEO policy.
8. Be proactive in anticipating SEO drops
As prevention is always better than cure, preventing your site’s SEO traffic from suddenly dropping is work to be done, and be proactive. Actions can be put in place upstream to anticipate drops in traffic. This is particularly true for anticipating Google algorithm updates.
It is also important to monitor your website thoroughly and daily using various SEO tools. This monitoring alerts you to the first signs of decline. This way you will be more responsive and will certainly avoid excessive traffic reduction.
The goal is to track known or upcoming locations, traffic, and issues. You can also carry out a complete SEO audit of your website. It is recommended that this audit be carried out several times a year. Again, the goal is to be able to anticipate SEO issues and drops in SEO traffic.
9. Use suitable tools
A good SEO strategy requires the right tools to analyze the progress of your work and monitor your positioning.
There are many tools you can use to gather information about your website’s SEO. Thus, SEO plugins in a CMS like WordPress are powerful optimization tools. Each SEO pillar also has a personalized tool.
Data analysis tools allow you to diagnose the overall SEO of your website. Each tool more or less offers its own diagnostics. Generally speaking, SEO audit tools analyze:
- Meta tags (meta title, meta description, H1, H2, H3…);
- Alternative tags for images;
- Content (keyword density, images, Google preview);
- 404 page error, 301 redirect;
- The robots.txt file of your website;
- Site map of the site;
- Website HTML code;
- SSL certificate.
Some tools can also track a page’s current position in search engine results for a particular keyword or search query. In addition to rankings, some tools also allow you to see monthly searches by search query and analyze your site traffic.
This gives you the ingredients to improve the positioning of each page and the smartest queries to use. If your website is not ranking well for high-demand search queries, you can improve your content to improve your rankings.
At Google, as seen previously, backlinks are one of the best SEO elements for your website. To help you gain popularity for your website, you can use tools to analyze your own and your competitors’ backlinks.
10. Track SEO performance with Search Console
Tracking variations in traffic from Google is important. Made available by Google, Search Console is a free SEO tool that allows you to trace the origin of your visitors from organic traffic, identify the search queries that led to your pages, and evolve their positioning.
You can also use Google Search Console to ensure that there are no indexing errors on your website pages. You can request manual indexing of your page in case Google bots miss it. Google’s SEO tool also identifies backlinks (referring domains).
Our tip for applying SEO fundamentals
As you will have understood, applying the fundamentals of SEO is continuous work. Pleasing Google is not an easy thing. However, it is entirely possible to achieve better SEO by giving you the means to provide a successful user experience. A website must live and renew itself regularly. This is how your SEO improves.