We can write a multi-volume set of books on the techniques that we use to rank a website. The bottom line is that there are no cookie-cutter answers to this. There shouldn't be. Your company is unique, your website is unique, and your particular circumstances are unique. Thus, the techniques used to rank your website should be unique. There are general ranking techniques that SEOs utilize to better rank a website.
On-site SEO services involve all the details that are involved with your site itself which you have complete control over. Specific examples of the elements that can impact your site’s ranking are its technical SEO, the speed at which your pages load, the content on your pages and its quality, overall layout and structure of the pages, how easy it is to navigate your site, internal link structuring, content tags, and meta tags, and page headings. All of these elements are under your direct control and optimizing your site’s potential ranking within search engines requires careful management of each piece of the puzzle.
Every puzzle piece is necessary for optimizing your site’s performance, but that doesn’t mean each element requires an equal amount of time and effort. Many elements can be optimized initially and then kept up-to-date with occasional updates that take into account any new best-practices and modernizations. However, other elements require constant vigilance and maintenance. One of these key puzzle pieces is content.
Expertly crafted content can rocket your site’s credibility and rankings by offering truly valuable resources for your audience. While it may seem like SEO is all about keywords and technological finger-waggling, the truth is that the best practices for improving your search engine rankings go hand-in-hand with the best practices for increasing your business’ credibility and making a site that provides a smooth, easy-to-use, and valuable experience to your audience. The separate pieces of an SEO campaign come together to create a website that people can enjoy using and have a reason to come back to.
These pieces are essential for optimizing your site’s viability for search engine rankings and are all under your direct control. Optimizing each aspect of your website plays a huge role in increasing your site’s discoverability. However, not every aspect of optimizing your page is entirely within your control. These elements that you can’t always control are known as off-site SEO.
Off-site elements can be much more difficult to manage and are often mishandled. You can’t directly control off-page factors, but there are some ways that you can improve your chances of having these factors work for you. Professional SEO companies have strategies for improving off-site search engine optimization that can empower your site to perform at its best. Some of these strategies involve link building, citation building, and social signaling.
These strategies are custom-tailored for each client and their specific niche. Social media plays an important role in providing credibility and enhancing awareness. Link building helps to establish your site as an expert source on the subject matter. Lastly, citations help to increase visibility and consistency across the various locations users might find information about your business.
All of these factors combine to create a single package of search engine optimization that will increase your site’s performance in search engine ranking while improving visit durations and conversions. A professional and successful SEO campaign will see great returns on investment and continue to provide you with valuable leads and conversions long into the future. SEO is definitely a marathon and not a sprint, but how long will it take to start seeing results from your campaign?