Your site structure should then be designed to support these key topics, with high level landing pages for ‘SEO services’ for example, linking to further content on the subject such as ‘Keyword research for SEO’. This makes it easy for users to find related content and stay on the website. In turn, this makes it easy for Google, and other search engines, to find and index your content. The more helpful and relevant content you produce related to the subject, the more of an authority Google will perceive you as, and reward you with higher positions in the SERPs (search engine landing pages).
Your site’s URL structure and internal linking are key considerations here, as these help guide visitors and crawlers through your content. It’s also important to ensure each page’s title and description are optimised for the most relevant search terms.
Quality, accurate and keyword-rich content is critical to SEO success. This can include blog posts, infographics, case studies, white-papers, guides and much more. To help Google determine where to rank your site in SERPs, you’ll need to optimise your content for various SEO factors. These include keywords, headings tags, meta descriptions and image alt tags. Other factors include adding semantic keywords within your content and the actual placement of keywords. The length of your content also has some impact on SEO. Longer content has been shown to rank higher in SERPs. This is because well-written, long-form content is more likely to answer the needs of your target audience.
But please note, while making the search algorithms happy is important, you need to aim to create diverse content which speaks directly to your target audience, this will help you build trust and credibility with them. The keywords should be added naturally with the user in mind, rather than focusing on any keyword density. Search engines are much more sophisticated than they used to be and can determine the quality of a piece of content through metrics such as on page engagement, dwell time and onward journeys. No keyword stuffing!
Ensuring that your website pages load quickly is also an important SEO factor. Search engines like Google will rank sites with fast-loading pages higher in search results. They do this because it helps make the user experience a more seamless one.