A few weeks ago, we looked at the first half of this equation: the art of SEO. In that post, we discussed four reasons why search engine optimization involves a little bit of wisdom, guesswork, and mystery. Now we’re back to tackle the second half, SEO as a science.
While it’s true that anyone guaranteeing results with their SEO services is probably peddling fool’s gold, there are a few essential elements to your website that can make or break your relationship with the search engines. This is the technical, “scientific” side of SEO. Four out of five dentists agree!
4 Essential Website SEO Elements
Unique meta descriptions. As you can see in the image above, meta descriptions are a short blurb that pops up in the search engine results to inform searchers (and Google) what your page is about. As the name suggests, these should be descriptive. You’ve only got 156 characters, so make sure your message is clear and concise.
Unique page titles. Page titles are the line at the top of your browser (or browser tab) that describes the page you’re looking at. The title for this page says “SEO Is an Art and a Science (Part Two) - Pryor Consultation.” Find it? Cool. These should be unique for each page on your website. If all your page titles are just your company name, you’re making it harder for Google to know which page is about which topic.
Tactful keyword implementation. Some businesses get so caught up in thinking “outside the box” that they hurt themselves when it comes to online traffic. For example, a painting company may decide to brand themselves as an “interior color distributor,” but people aren’t searching for that...they’re searching for things like “Nashville interior painting company.” If your site doesn’t use the language of that searchers are using, you won’t get that traffic. That’s why careful use of industry keywords is essential.
Sitemap.xml and Robots.txt. Fairly simple to implement, these two technical files are hugely important to how Google views your site. The sitemap tells Google what pages are on your site and which ones are more important. The robots.txt file tells Google which parts of your site should be included in their index and which parts should be ignored. For example, if you have any private pages that include sensitive client data, you don’t want those pages showing up in someone else’s Google search!
There you have it. We could certainly go more in-depth (and we do for our clients), but this is a good starting point if you’re trying to learn how to improve the SEO of your company’s website. If you have any questions, we’re glad to offer a free 30-minute consultation. Email us today to set one up!