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How to Improve Your Website’s SEO – The Basics

Search engine optimization is basic to the success of every website. It is SEO that gets your site found by people who are searching online for something, a product or a service, that you might offer.

Question is, how do you make the search engines put you ahead of the others, considering there are hundreds of thousands or even millions of websites competing for attention? The answers can be many and complicated, but these tips can help you find them:

Picture your website as a cake.

If your website were a cake, its icing would be made up of your links, social media acts and paid searches. All the rest – your content, content management system, information architecture and infrastructure – forms the foundation. In the end, they must all come together to make a tasty and appealing cake.

Be aware of what search engines want.

The main job of search engines is to bring users to websites that have the information they’re looking for. The following factors are used to determine site relevancy:

Content – as per the text and titles, tags and descriptions provided

Performance – site speed and efficiency

Authority – when content quality is high enough that users and authority sites are always linking to the site in reference

User Experience – includes site’s appearance, ease of navigation, user safety and bounce rate

Know what search engines are NOT looking for.

Search engine spiders only have up to a volume of data storage, and using shady tactics to trick them will surely backfire on your SEO in the long run. In particular, search engines are averse to keyword stuffing (overusing keywords), purchased links and poor user experience based on bounce rate.

Define and understand your business model.

First of all, how do you define a conversion? Do you sell products and services or impressions? What are your goals? How well do you understand your assets and liabilities? Keywords must be used on-site as well as off-site – on social media profiles, email addresses and offline advertisements). The secret is consistency, allowing you to train people to use the particular words or phrases that you are targeting in your SEO campaigns.

Maintain consistency with domain names. As domain naming is important to the foundation of your website, using subdirectory root domains ( instead of subdomains ( is considered best practice). Other best practices are using consistent domain names (so that search engines don’t get confused when redirecting users); using keyword-rich URLs; and using old domains, as long as they don’t have a suspicious background.

Aim for different results.

Lastly, make sure your site can be used in various types of devices, now that Google has announced it is prioritizing mobile responsiveness in its indexing algorithm. After all, most users are on mobile nowadays.

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