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Search engine optimization (SEO) can be a complex beast to tame- in many cases, it can be overcomplicated. Moreover, the internet is awash with information about SEO strategies: which variables to prioritise, which ranking factors to ignore, which algorithmic hack to try. It can be easy to get stuck down a rabbit hole of SEO strategies, with very little gained.

As such, here’s a simple breakdown of the four pillars of SEO that every site owner should consider.

Technical SEO, or how well content can be crawled and indexed

Technical SEO can seem daunting at the outset, but understanding it can be as simple as a good translation: technical SEO is about ensuring that search engine can read and explore the site. The main subjects to consider are:

● Crawl: can a search engine explore the site?

● Index: is it clear which pages a search engine should index and return?

● Mobile: is the site adaptable for mobile users?

● Speed: fast page load times are essential to keep visitors engaged.

● Tech: be sure to use search engine-friendly tech or CMS for the site.

● Hierarchy: the structure of content on a website.

Using WordPress, or a similar provider, can be a great way to check technical SEO off a task list.

Content, or having the best answers to a prospect’s question

There’s a common expression in the digital media realm: content is king. The website is really just window-dressing; content tells prospects about what a business does, where it operates, and why a visitor should work with the business in question.

Whether a business is writing service content, credibility content or marketing content, it is important to consider good SEO across all fronts. Optimizing content across the entire customer journey is a great way to scale a business, and typically offers the best return on investment.

On-Site SEO, or the optimization of content and HTML

Websites should be optimized as a whole, and as an individual page. Optimization is a pretty straightforward task, and should focus on the following areas:

● Descriptive URLs

● Page titles that use keywords

● Meta descriptions drafted like ad copy to drive clicks

● Content optimization by using keywords and variations in page copy

● Keyword research that helps understand the language of the target audience

● Good user experience (UX) to ensure the site is easy to use and navigate

● Strong calls to action so that users know what to do next

When optimizing a site, customers should be at the forefront of considerations. For local businesses, local SEO is vital, and a business address and location become critical optimization points.

Off-Site SEO, or having Google stacking the decks in a site’s favor

Building authority, for the most part, involves link building. Links remain a crucial aspect of developing strong organic rankings; they can also be the hardest part of SEO to get right.

Adopt an organic approach, and add links from relevant sources. Create something deserving of links, and a site’s link-building strategy will be both sustainable and scalable.

SEO is far from rocket science. Consider these four pillars of good SEO, and realise that an optimized site needs only a structured and planned approach.

Ronn Torossian is CEO and founder of 5W Public Relations. 5W specializes in traditional PR , Digital PR, Digital and Influencer Marketing.

Ronn Torossian is CEO & Founder of 5WPR & one of America’s most notable PR executives. He is the Author of best-selling PR book, “For Immediate Release.“

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