It is becoming increasingly important to score high in the search results of search engines. This ensures that your products, articles or services can be found by people who might be interested in them. However, ranking high is becoming more and more complicated as more and more factors are taken into account when determining where to rank in the search results. Optimizing for search engines is called search engine optimization (SEO).
What is search engine optimization?
The most used search engine is Google, that’s why people often talk about optimizing for Google. The search engine is constantly looking for new web pages, and new information on existing web pages. When a new page is found, it is processed in the search results. Then it is determined where exactly this page should be displayed in the list of search results. The position in which Google shows a web page in the unpaid search results depends on the rating of this page compared to all other web pages with the same search term. Appearing higher in the search results often means that you get more visitors to your website.
The first step in making your website findable online is to think about who exactly you want to reach with your message. Consider who your audience is and what you want to tell them. When you have determined this, you can start thinking about the words that go with it. These words become the keywords that people enter into a search engine. The keywords can be very broad, or very specific. In general, broad search terms of one or two words are widely used. Many websites use the same words, so the number of websites that can be found with these words is very high. The competition on these broad search terms is therefore high.
It is therefore important to carefully consider the keywords you use. When you choose specific search terms, the number of people using those search terms is lower, but the number of websites you compete with is also lower. This way you have a greater chance to score higher in the results when someone searches on these specific search terms. When deciding what search terms to use, you can use different websites that will make suggestions for search terms, or show you how many websites you are competing with.
Next, you incorporate the chosen keywords into the texts on your website. Think of the page titles, headings and meta description. The meta description is visible in Google’s search results and persuades people to visit your website. Make sure you repeat the keywords several times in the HTML text. Also pay attention to the variation in the text so that the same word does not recur again and again and so that readability remains good. You do this by varying the relevant keyword and using synonyms.
Provide good content
While there are many ways to make a page more attractive to search engines, ultimately the page is, of course, focused on the visitor. The visitor should be able to easily navigate through your website and find what he is looking for. You optimize a website for a visitor by providing valuable information, and using links that lead to additional useful information. The content you publish on your website should tell the visitor exactly what they wanted to know when they searched for the search term. It is therefore important that the information on your website is complete, and the ‘problem’ of the visitor is solved. The texts must be easy to read. You do this by using short sentences and clear paragraphs.
Keep the website up to date
When displaying search results, we look at the relevance of the pages. Part of the relevance of a page is its timeliness. With old information, there is a good chance that the desired information will not be found. You can prevent this by keeping the website up-to-date. This can be done by adding new pages in which you share blogs or articles, for example.
Use link building
Adding internal and external links makes it easy for visitors to navigate your website. You can use it to refer them to relevant information on other pages. Google also uses link building to determine the reliability of your website. When many websites link to your website, it implies that there is valuable information on your website. This way your website will score higher in search engines.
Check your website
In addition to optimizing daily activities, there are a number of additional things that affect rankings. One of the official ranking factors is HTTPS encryption. This is a certificate that indicates the security of the website. So make sure you have this in place so visitors can navigate your website safely. Another important factor is to avoid dead-end pages. Make sure your website doesn’t have any pages where you get a 404 message. Finally, it is important that your website can be found in Google, because this is mentioned in the code. Make sure the tag that blocks this is not accidentally mentioned in your HTML text.
Do you need help optimizing your website for Google? Contact us to see what we can do for you!