Accessible and traceable URLs that Google can easily analyze
One of the main things we expect from the Google bot is that it reaches our page, either to understand the content that is there in text format, to understand images and videos or anything else that we have on the page, so that its algortimo be able to position it. This is crucial. Without it, nothing else matters.
Investigate keywords and good Keyword Research
It is essential to know and discover the words and phrases most used by search engines to solve and get all kinds of questions related to your field. This is where your organization has to emphasize when looking for answers through the content of your site.
Your goal is to have this list:
- A primary keyword
- A set of secondary keywords related to your field
The intention behind all these terms and phrases must be the same so that the same content can serve you in different cases . When you get them together, you’ll have what it takes to focus on optimizing your sites.
Investigate the SERP to find what Google considers relevant (know what works)
Yes, it is also a matter of investigating the SERP a bit, that is, that you search Google, see what you are, and discover what Google is considering relevant in keyword searches.
What does Google believe is the content that will respond to this user’s query? Remember that you are trying to find out the intention and type of content of the search and therefore, the pieces that may be missing there.
Create content that solves the user’s purpose better than anyone on the first page
We already have our target marked, now it’s time to get with the content of the page. For this you have to have the right person or equipment. Why? It is almost obvious that by creating quality content , with its links, your options to share in networks, etc., you will make the content more credible, both in the eyes of Google and those of visitors.
The next thing is to try to solve the task of the user who is looking for something, and we want to do better than anyone on the first page , because if we do not, although we have optimized many of these other things, Google will eventually notice. And you know what? The search engines will be frustrated with your results when compared to others, and will end up positioning these other people better.
Write compelling titles and meta descriptions
Yes, Google uses the meta description quite frequently . I know it seems that sometimes they do not, but there is a high percentage of occasions that the actual meta description of the page is used. And that percentage goes up even more in the use of the title, so do not dismiss them.
On the other hand, the URL , although Google shortens it in some occasions, is also used in the snippet in the same way as other elements. We will talk about Schema and other types of markers later. But the snippet is crucial in SEO because it determines how it is displayed in the search result .
Keep in mind that the way Google shows results determines whether people will click on your ad or someone else’s. The snippet is your opportunity to tell the user “enter my site instead of others”.
Keep in mind that the way Google shows results determines whether people will click on your ad or someone else’s . The snippet is your opportunity to tell the user “enter my site instead of others”.
SAW. Intelligently uses these primary, secondary, and related keywords
The related keywords are those that are semantically connected and that Google will see as a critical point to demonstrate that your content is relevant to the query , always taking into account the content of the text of the page.
Why is the content of the text important? Because if you put it only in a visual or video format or in some other embeddable format that Google can not easily analyze , they may not tell it. In fact, they may not treat you as if they were content on the page, and you need to show Google that you have relevant keywords on the page to position yourself better.
When possible, use rich snippets and Schema to improve visibility
Ok, this does not work for everyone. But in many cases, writing good snippets or creating semantic markers with Schema will be key to improving visibility in search results. Here are some examples in which you should take advantage of these opportunities.
- If you want to appear on Google News
- If you are involved in the world of recipes, with images and visual data
- If you need good snippets with travel or flight information
Optimize the page so that it loads as quickly as possible and looks good
Be careful, that it looks good means that both the user interface and the experience must be practically unbeatable , so that people who want to access the content find something fast and simple to consume.
All this without forgetting the speed of loading , which as we have seen, Google will take into account from now .
And another important fact here, security. The HTTPS protocol remains of great importance for Google. It was in 2016 and 2017, and, undoubtedly, it will continue to be in 2018. Migrating to HTTPS is essential.
You need to have a great answer to the question: Who is going to help you expand this and why?
With this we refer to that specific list of people and publications that will help you improve with your project , so that your content is on everyone’s lips, sharing on social networks and thus be seen by Google’s crawlers as well as by people.
And here’s the must do list . We know that it is not easy and that positioning yourself well in Google requires many resources, but if you do all this, you will be very good in 2018.