Search engines read through all of a website’s content so they can determine where it should rank in the search results. The problem is that search engines, although they are consistently improving, there is still a long way to go before they can make the process much simpler.
Search engine optimization specialists’ job is to help search engines better understand exactly what content on a webpage is all about, so it gets a better ranking and better organic traffic. So, what is the most efficient way to ensure that search engines understand our content?
Although there is still no secret recipe that we can all follow to ensure that all our pages on the first page of search results, SEOs know a couple of solid information that definitely helps. Nowadays, content alone won’t help your pages end up on the first page, you now need more than that. Besides link building, there is a good SEO structure for your webpages that you can follow to help search engines better understand your content so that it ranks better, and we are going to talk about it on this blog.
Probably one of the most important on-page factors, a title tag provides the first valuable context on what a webpage is about and is the one displayed on search results. This is why it is essential that you write title tags not only for search engines but also the users. Remember that Google only displays up to 70 characters so make sure you stay within that range.
Although meta descriptions are not a direct ranking factor, they affect click-through rates, which indirectly affect your SEO efforts. The meta descriptions are displayed under the page title in the search results and the same as with the title, if it is irrelevant, boring, or confusing, users might not visit your page.
Nowadays, people’s attention span is very limited. Users rarely read the entire content. Instead, they just scan the page until they find something specific or something that catches their interest. Best way to solve this problem and have your users stay is to use subheads as they break text into smaller sections making it easier for users to read along.
As previously mentioned, users no longer read but just scan content. Lists help users do that more easily. Bullets and numbers catch users’ attention as our brains are always looking for patterns. This is a great way to attract users’ attention and improve user experience.
One thing you have to make sure of is that the visual content that you put on your web pages actually provide value to your users. If you can, stay away from using meaningless stock photos that provide no value whatsoever except to take up space. Instead, you can use diagrams, infographics, photos of products, photos showing how a product is used, etc.
Now, we still don’t have the technology that allows search engines to understand images on their own. It is our job to give search engines a good description of what an image is all about. SEOs do this by giving image files the proper names, utilizing alt attributes on their images, and sometimes, title attributes.
Videos are a great way to attract users and have them stay longer on your website, which greatly reduces your bounce rate and increases the chances of them becoming a customer. Videos are powerful tools as it presents information that is easy for users to consume thus creating a positive user experience.
Have you seen featured images, reviews, or event dates when searching for something on Google? That’s the schema mark up in action. When properly used, schema can significantly improve how your pages are displayed in the search results.