Optimizing your site for search can be a daunting task. Here is a list of eight things you can do to help your content rank better in Search Results.
- Optimize the Structure of Your Site (Information Architecture)
Clearly communicate the organization of your site through navigation, breadcrumbs, and file path.
- Organize Your Content
Display whatever you are promoting by category and cross-link to related categories to support searches for category, location, country of origin, brand, etc.
- Use Relevant Page Titles
Use title tags and page names that match page titles and contain key search terms.
- Create Meta Descriptions
Meta descriptions are displayed in search results and search terms are emboldened in the listing. To promote your content, carefully word meta-descriptions to contain key phrases and entice the reader to click.
- Organize Your Copy
Every page on your site should be viewed as a potential entry point for your site. Summarizing the topic at the top of the page not only helps the searcher determine that they have come to the right place, but also help search engines understand the focus of the page and pushes key phrases to the top of the page.
- Fatten Your Content
Expand content to cover topics from different points of view. Discuss topics from the perspective of how it will benefit the user, how it will save money for the financial buyer, and list specifications for technical buyer. This will enable your content to rank for a broader range of phrases and appeal to more types of buyers.
- Grow Your Incoming Links.
Registering with Google Places is critical for local businesses, but adding your company to industry directories helps provide support for location, industry, and category related phrases. Grow relevant links to your site by participating in discussions on industry blogs and forums.
- Create an Ad Campaign
No site performs well for all search terms. Even a modest ad campaign can help you fill the gaps in your content and can be used identify additional phrases that drive business to your site.