SEO is the most difficult part of running any website – long tail keywords, keyword density, the ever changing algorithms used by the search engines. Writing website content that engages your target audience and looks good to the search bot algorithms is a fine art – but there are also many other elements in your website that can affect your SEO appeal
‘HIDDEN’ WEBSITE ELEMENTS
Descriptive URLs – for example www.mydomain.com/about-us – make it easy for search bots to see a short, descriptive view of your site
A clean menu structure at the top of the page not only lets your visitors see where they want to go – it also is very useful for the search bots as they find it harder to navigate drop-down menus!
The robots.txt file also helps bot navigate your site easily.
A sitemap XML file – essentially an index page for your site – an essential tool to help bots find all of the content on your site.
ALT text and captions in photos – bots can read but they, so far, are not very good at looking at pictures!
PROPER USE OF IMAGES
As well as the ALT and captions mentioned above it is also to use images correctly.
Upload your images in the size that you will be displaying them – it means that browsers are not slowed down with resizing huge images! Most image editing tools – even the free ones – will let you save a JPEG at lower compression settings that will reduce the size of the file without reducing image quality.
Video is a very useful marketing tool – however there is one important thing to remember:
NEVER set a video to automatically play when a page loads! Not only does it scream ADVERT!, it also makes the page take longer to load and no-one wants a video soundtrack suddenly blaring out of their speakers!!
Also – you can be assured that very few people will thank you for using up their mobile data!
You should always make the content readable to your visitors – but also allowing search engines to see both long tail and shorter keywords. Although it is important to have the keywords visible in your page, excessively repeating them does not make for a better page – in fact, most visitors will quickly get tired of it!
Keywords are important but so are things such as their position in the page, spelling and punctuation.
Make sure that you only use keywords a few times on the page – it is especially important to use them in page titles, image captions and the first paragraph of the text.
If you are targeting a specific location, then it is also important to make sure your town, city or country are mentioned on your pages – even if it is in the header or footer.