Gone are the times when search engine optimisation (SEO) revolved around the use of one keyword per website page – repeated a few times throughout the page’s content – in order to rank well on the search results pages of Google, Yahoo, and others. However, as more and more SEOs figured out grey and black-hat methods of gaining SERP traction, the search engines were forced to incorporate more factors into the scoring of a website in terms of search engine optimisation. We’ve come a long way in SEO, and it’s always good to reassess the industry – seeing what has now become best practice. Below we’re taking a look at four top techniques for SEO:
Mobile-First Website Design
With well over 60% of all internet traffic originating from a mobile device, it has become clear that people are using their handheld devices to browse for the online information they require. For this reason, a key SEO consideration is to ensure that the website being optimised displays correctly on mobile devices. When there are display issues on mobile, SEO scores are negatively affected.
Optimise For Voice Searches
You’ve noticed the rise of the smart speaker, where people can now speak to a device that is able to initiate internet searches based on the voice commands of the device owner. Voice searches differ substantially from text searches and thus search engine optimisers must remain cognisant of this fact when writing copy for a website and optimising it for favourable search engine ranking.
Use Topic Clusters Over Keywords
One keyword per page on a website used to be sufficient, but algorithms now use machine learning to assess each page in terms of the major keyword AND associated phrases. In other words, you can’t just optimise your “pink socks” page with the keyphrase “pink socks”. Instead, the page should include phrases like “new socks in Durban”, “colourful socks”, etc.
Establish A Backlink System
Backlinks have always been – and will continue to be – extremely important search engine optimisation factors. The more high-quality links that you have pointing to your website, the more it is seen as a trustworthy source of information. Establish a link-building system where you endeavour to find third-party links that can be hosted on your website – and in turn, your website link can be hosted on the third-party site.
Local SEO, backlinks, carefully-curated keywords, mobile-first web design and the rise of voice search optimisation. Search engine optimisation is becoming a rather exciting field of marketing, and it’s only going to get better as society moves further and further into the digital-first era.
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