9 ways to boost search relevancy and authority
There are several factors in SEO (Search Engine Optimisation) that allow websites to rank on the first page of Google. And boy, is it worth knowing these factors, as right now your website is a needle lost in the world’s biggest haystack (ie. the Internet).
While the majority of SEO experts acknowledge that links are one of the most influential factors, many webmasters still overlook on-site factors that can increase their content’s visibility in the organic search space. In niche information areas, it can result in ‘quick visibility wins’ for the webmaster.
Ensure you’re nailing these 9 factors that will boost your search relevancy & authority for your web pages:
1. Optimise the web page’s title
The web page’s title tells search engines and web users what the web page is about. You can use up to 60 characters to describe your webpage for search engines and to encourage search engine users to click through to the website. It is important that web page titles aren’t duplicated. If they are, it may cause the site to receive a Panda-related penalty.
2. Optimise the web page’s meta description
The meta description on the website tells search engines and web users what they can expect to find on the web page. Web users can type up to 160 characters, which will show as a snippet in the organic search results. Simple changes to meta descriptions can have a big impact on your web content’s organic search visibility. Bear in mind that duplicating meta descriptions can expose your website to a Panda-related penalty.
3. Use target keywords in the URL
Another great way to add search relevancy to a web page is by adding keywords to the URL string. This might require your web developer to customise names for web folders and page rendering files.
4. Develop long-form pieces of content
When it comes to getting more keyword exposure from organic search, long-form content outperforms short-form content. Long-form content increases the search relevancy since they have so many words (generally 2000 or more) and tend to be more valuable for web users who bookmark and share the content online.
5. Tag website posts with relevant keywords
If you publish blog content and the CMS has the function to add keyword tags to the post, then it is worth doing so. These keyword tags can help your content rank for relevant short and long-tail keywords, thus giving your content more visibility.
6. Use keywords in the headings
Google’s search engine crawler wants to know what the content on your web pages is about. Marking up the web content with relevant keywords in the headings will help the web page rank for related keywords.
7. Optimise web images
Another aspect that is often overlooked by webmasters is the importance of marking up images with relevant keywords in the description content. Not only will the website appear for more keywords, but it can also help improve your Google Places listing.
8. Insert YouTube videos into your content
Although Google says adding YouTube video embeds won’t have a direct impact on increasing rankings, the content can add value to your web posts and help the site improve its keyword search relevancy with the supporting commentary around the video.
9. Link to relevant web pages internally and externally
The way that you apply links to your content can add value to your audience, as well as helping to boost the SEO visibility of your web content. Internal links can create more internal traffic for your website as well as improving the ‘link juice’ flow so PageRank authority will pass through to other web pages and help improve the website’s overall ranking.
External links don’t add any value linkwise to your website’s content, however it can improve the keyword relevancy on a web page and boost the value of the web content. Many webmasters are afraid to link out to credible websites because they fear their site will pass a lot of their link authority to external websites. However, if the content is valuable, the content will receive valuable links in return.
These 9 factors are guaranteed ways to improve the organic search relevancy of your web content. These are quick wins that can be applied to your site in a matter of minutes. Review the current state of your site’s content optimisation and apply these changes to improve your SEO performance immediately.
Read more articles by Tim Reid here.