Search Engine Optimization or SEO is very important for websites and businesses because it helps you rank higher in search results and helps you get more traffic to your website. More traffic can mean more customers and more customers means more money. Maybe you’ve paid someone to optimize your website last year, but to stay relevant you need to make sure those tactics still work and that everything is up to date. If your traffic is decreasing, you should review your strategy and update your SEO. Just like with any other industry, you need to be able to adapt to changes in order to succeed.
The elements you can review are the keyword research, on-page SEO or the ways you incorporate the keywords into your content, site-wide SEO or the necessary structural elements to achieve organic search visibility, mobile SEO to help you determine the necessary elements to rank high in mobile search, link building or how inbound links affect SEO, and content marketing and its intersection with SEO.
As for the keyword research, the fundamentals have pretty much stayed the same. You can still use the same old tools to find popular keywords that aren’t overly competitive. You can also analyze your website to determine which keywords are already bringing you traffic and generating sales and to use them when making new content. Long-tail keywords are still the best choice as they sound much more natural.
The thing that has changed is Google’s ranking system. The time of considering only the keywords and the number of times they’re used on certain pages is over. You need to incorporate these keywords naturally into some quality content and make them sound natural. Focus on certain topics that are relevant to your target customers and structure your content around those themes. This means you have to focus more on your audience and their interests than finding a phrase or two to write about.
As for the on-page SEO, it seems that Google prefers longer and more elaborate content so instead of writing shorter texts that say little about the topic, you should go for the word count of about 1200 words. You should also include proof and relevant terms that show you’re elaborating the topic properly and making relevant content. You can use the keywords in the title of your text, in the introduction and conclusion paragraph and in the body of the text. Another important SEO factor is the internal links and how they’re structured to guide your readers through the relevant information.