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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 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.

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.

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.

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.

Written by

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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