SEO, or Search Engine Optimization, can seem like a complex puzzle. It’s easy to find yourself lost in the details, spending lots of time with very little results.
But don’t wotty! This article is here to guide you through the noise and focus on the four most important fundamentals of SEO that will boost your rankings in 2024 and beyond.
#1 Technical SEO
Technical SEO might sound a bit intimidating, but it’s crucial to ensure search engines can easily read your content and navigate your website.
For many, this is taken care of by the content management system (CMS) you use. Google’s Search Console can also be a helpful tool to grasp the technical aspects of your site. Here are the main areas to consider:
- Crawl: Can search engines explore your site effectively?
- Indexing: Is it clear which pages the search engine should index?
- Mobile: Does your site offer a good experience on mobile devices?
- Speed: Do your webpages load quickly on different devices?
- Technology: Is your website built to be search engine-friendly?
- Hierarchy: Is your content organized in a way that aids categorization?
If you’re a small business using platforms like WordPress, technical SEO can be ticked off your list relatively easily. However, for larger, custom websites, it becomes more crucial.
In the years ahead, much of what falls under “technical SEO” is integrated into your website and CMS. The key is to collaborate with a developer who understands SEO principles and can build you an SEO-friendly and well-configured website. This approach should take you a long way in achieving effective SEO.
Important note: If you’re a small or micro business, don’t stress too much about this. Many sites that don’t follow all the rules still rank well. Just do your best!
#2 On-Site SEO
Now that your technical SEO is sorted, let’s focus on optimizing the content on your site.
Structural Optimization: Imagine your website as a filing cabinet. The website is the cabinet, sections are drawers, and pages are folders. This structure helps Google understand the relevance of each page. Create a clear hierarchy, like:
- Home
- Services
- Service A
- Service B
- Locations
- Location A
- Location B
- Team
- Department
- Team Member A
- Team Member B
- Department
- Case Studies
- Case Study A
- Case Study B
- About Us
- Contact
- Services
This structure gives context to each page before Google even looks at it, setting the stage for effective optimization.
Page-level Optimization: With a sensible structure, focus on individual pages. Key areas include:
- Keyword Research: Understand your target audience’s language.
- Descriptive URLs: Ensure simple, descriptive URLs.
- Page Titles: Naturally include keywords in page titles.
- Meta Descriptions: Craft them like ad copy for better click-through rates.
- Content Optimization: Wisely use keywords and variations in page copy.
- User Experience (UX): Make your site enjoyable to use and navigate.
- Strong Calls to Action: Clearly guide users on what to do next.
- Structured Data Markup: Help Google understand your content.
If you’ve structured your site well, on-page optimization becomes simpler. Create a spreadsheet with pages and their target keywords. Use tools to assess page optimization for specific terms.
Remember, this isn’t a one-time task. Once indexed, Google Search Console provides more insights on each page’s keywords, allowing you to refine your optimization gradually.
#3 Conotent is King
Your content should not only tell people what you do and where but go beyond, helping them achieve their goals. For service businesses, content can be divided into four categories:
- Business Information: Who you are and why people should care.
- Service Content: What you do and where you do it.
- Credibility Content: Why prospects should engage with your business.
- Marketing Content: Positions you as an expert and reaches prospects early in the buying cycle.
Each type of content is crucial, and SEO plays a different role in each. Even credibility content like case studies and reviews shouldn’t overlook SEO. In a world focused on E-A-T (Expertise, Authoritativeness, Trustworthiness), optimizing this content is a missed opportunity.
Consider my recent experience renovating a Victorian-era house in the UK, known as The Money Pit. It was testimonials and case studies that led us to:
- Find via Localized Search Results: Good localized content made them discoverable.
- Choose Due to Relevant Experience: Clear examples of expertise influenced our decision.
E-A-T may sound like another SEO acronym, but it mirrors what consumers want. Demonstrating your E-A-T in content can improve your ranking, attract more visitors, and convert clicks into customers.
Optimize marketing content, including case studies, portfolios, and testimonials – not just service pages. For larger businesses, a robust content marketing and SEO strategy is the most scalable way to reach a wide audience. It offers the best ROI without a cost per click, scaling marketing without directly increasing costs.
Ensure your SEO tactics align with your overall strategy. Many businesses use generic approaches, generating blog posts that won’t rank. Create content that helps customers find or choose you and focus on optimizing that.
#4 Building Authority
When it comes to SEO, all roads lead to one crucial point: authority building. Traditionally, this involved link building, a practice that faced criticism in 2024. Despite this, authority remains pivotal for strong organic rankings and aligns with the E-E-A-T approach (Expertise, Authoritativeness, Trustworthiness). However, mastering authority building can be the trickiest aspect of SEO.
The late Eric Ward beautifully summed up the right mindset for link building: “Connect what should be connected.” This philosophy rejects the outdated “more, more, more” approach and emphasizes obtaining links from relevant sources. To scale link-building efforts, you must create content deserving of links – links that make sense in the context of your content.
Consider Wikipedia, which boasts millions of links without engaging in explicit link-building practices. Their wealth of valuable content naturally attracts links, serving as the genuine connective tissue in our hyperlinked world.
These natural links should form the core of your link-building strategy. While it might require revisiting your site’s content and creating something valuable, mastering this aspect puts you halfway toward SEO success.
Conclusion
In conclusion, the journey to SEO success can be simplified by focusing on these four key pillars: Technical SEO, Content, On-site SEO, and Off-site SEO. By addressing these areas methodically, businesses can enhance their visibility, increase organic traffic, and engage effectively with their target audience.
Remember that technical considerations, content optimization, and building authority are ongoing processes. Stay informed about industry trends, adapt to algorithm changes, and consistently refine your SEO strategy to stay ahead in the ever evolving landscape of online search.
