Optimizing a Website: where to start?
Before entering the subject, you must be clear about one thing: SEO is not static. The dynamism of the sector and the modifications that search engines are introducing in their algorithms mean that SEO has to be dynamic, a task that must be constantly reviewed in order to successfully adapt to the changes that are being generated.
Once this is clear, there are two variables that are considered essential to optimize a web page for search engines: authority and relevance.
The authority: it is the popularity of the page within the internet.
Relevance: as the name suggests, the relevance of the page among user searches.
To get these two variables to adapt to what search engines demand, it is necessary to work on three complementary and essential fronts to carry out a correct positioning strategy.
1. The website
To work on the SEO optimization of your website, you have to take into account these five variables:
- The choice of domain. Here it is best to choose a .com, although all domains rank similarly. Whenever you can, try to choose a domain that identifies you and that, in addition, helps you position yourself with the keyword you have chosen.
- Website designed for SEO but also designed to meet the needs of the user. At this point, we recommend that you focus the information well, do not abuse the texts excessively, and never, never implement flash elements or automatic music since they are practices that can be penalized by search engines.
- Avoid duplicated pages. This is essential and, therefore, it is necessary to work to solve it. A clear example is when accessing a website can be done from various URLs (for example, with or without www).
- Incorporate the robots.txt file on your website, as this will show search engines all the content that must be taken into account for page indexing.
- Enter the sitemap.xml, as it provides valuable information about the hierarchy within the web.
2. The structure of a website
The second variable deals with how to organize the structure of the site. Our recommendation is to do it in a pyramidal way, in such a way that linked pages come out of the home, and these, in turn, link to other category pages so that the authority of the home can flow to the rest of the pages.
At this point, we must be aware of one fact: the greater the authority, the greater the number of content pages on the web. This is so because if there is a large amount to distribute (in this case the authority is what is distributed) it can be done in a better way since if the authority is small and is distributed among many pages, these practices do not reach them anything and of little use the transfer of the authority of the home.
Another point to take into account to improve user navigation on the web is to add a website map in which all the pages that are included within your website can be seen at a glance. All this helps improve the navigability of users and that search engines can better index the pages of a site.
3. The content pages
As you know by now, for good SEO optimization, content is king and that should be noticed on the web.
You must have updated content that deals with the services and/or products you offer. All of them have to be written with a view to SEO and accompanied, whenever possible, with graphic material that will be duly labeled with the keyword that you want to position.
In addition, as far as possible, it is necessary to include in the content links to other pages of the same website so that authority can be transferred and, on the other hand, Google unites the pages.
Tips for creating good SEO content
Written content rules today, both for SEO issues and to attract users. Do you know what you have to take into account?
Meet the needs of users. To do this, you must know what arouses the interest of users and write from it. Remember to give them valuable information to help them solve their latent need.
Possibility of being easily linked. For the content to be relevant, it must be possible to access it through links and directly, so it is necessary that they have their own URL.
Optimized content. The keyword should appear in the first paragraph of the text, in the subheadings and distributed naturally throughout the text. In addition, it must be marked in bold and appear in the description of the images.
How to optimize the audiovisual part of the content?
We are more than clear that written content plays a good role in SEO positioning, but the truth is that more and more images and videos are gaining positions towards the top of the elements that most favor organic positioning.
That is why, if you have not done it yet, you should start using images and videos and know how to optimize them correctly.
We will start talking about SEO optimization of images. To get search engines to consider them relevant, the following must be taken into account:
Include the keyword in the image name.
Insert the keyword to position in the ‘Alt’ field.
Fill the ‘Title’ field with some slight variation with respect to the ‘Alt’ field.
Optimize the weight of the images with software such as Compressor.io or Kraken.io.
Use free and good quality images.
Videos have seen a spectacular boom in recent times, so it is important to know how to optimize them to benefit from this pull:
Write a good and eye-catching description of the video that helps it to be found. To do this, you must always include the keyword.
Save all the videos in the same directory.
In the case of YouTube or other social networks, the thumbnail (the video thumbnail) must be attractive to get more clicks.
The videos, unless required, should not last more than 5 minutes, as the user will lose their attention.
In this post we have offered you only a summary of how to optimize your website so that it appears better positioned in the search engines.