When most people hear of search engine optimisation or SEO, they think that it is only about keywords. However, SEO is more than just about keyword optimisation. There is a whole lot more you need to do to ensure that SEO works as a digital marketing strategy for your company. Using keywords is only half the battle since a successful digital marketing campaign does more than just get users to visit your site. What exactly is your company website offering once you get users to your site? This is a question that most people who only focus on keywords never really think about. The way your users interact with your website and interact with your content all count when it comes to boosting your rankings and improving the customer experience as well as website usability (how effective, efficient and learnable a website is). Website usability also determines the amount of time users spend on your site (dwell time) which affects your site rankings.
If you have been working on your digital marketing and have yet to see the results, here are a few ways you can ensure that search engine optimisation works for you.
Post relevant and attractive content
There is nothing more attractive to a user than quality content. Most people tend to lose out on potential markets because they focus more on the search engine rather than the user it is intended for and by sacrificing good content for SEO, you make your site hard to understand because more often than not, what people end up doing is just throwing random words together and weaving in some keywords here and there. This makes your site hard to understand therefore reducing your dwell time which directly impacts your visibility.
Update your content as often as possible and remember to remain original. A lot of people tend to duplicate articles from other website which not only ruins your site rankings but it is also a major copyright violation. Staying original ensures that you consistently give your visitors a new experience every time they visit your site which keeps them coming back.
Consider the time it takes for your pages to load.
Search engines consider how long web pages take to load in their website ranking algorithms. Most users get disappointed if they have to wait even a few extra seconds for web pages to load. Pages taking long to load would hurt your dwell time, number of pages viewed and overall hurt your website rankings.
How readable is your content?
Even if you have a well-educated audience, no one wants to have to decipher big words when going through one of your articles. As with a lot of things, less is more, so remember to keep your content as simple as ever. The easier your content is to understand, the longer your visitors will stay on your site.
Make sure your website is mobile optimised.
Considering how much time people spend on their phones, more and more people are consuming contents on their mobile phones rather than on their computers. For this reason, most websites have to be mobile optimised. You may think this is not such a big deal but in 2015, Google began bumping sites that were not mobile optimised which means that your users may have a hard time locating your content.