Your website is so much more than your company's calling card nowadays. It is also the place where customers obtain information about your company and your products or services. Increasingly, it is also the place where customers can purchase those products or services. It is the place where marketing and sales can come together. That makes it all the more important that your website is well found via search engines.
1. Start
keyword research and repeat it regularly
The basis for the SEO of your
website is keyword research. This way you know what important keywords are for
your company. So always start with keyword research and repeat this regularly.
Your customers may use different search terms to find your product, the
competition may change or you may want to expand your services yourself. All
good reasons to do regular keyword research. Read our step-by-step guide here
for more information.
2. Use a
tool to help you
Help is not necessary for good
on-page SEO, but it is easy. Programs like SEMrush or the WordPress plugin
Yoast can put you on the right path. Of course you still have to do most of the
work yourself, but they do indicate where your website can be improved. Think
of tips to improve internal linking, tips to ensure that important keywords
come back often enough and tips to further expand your content. In any case,
you don't have to figure that out yourself.
YOAST is limited to on-page SEO
and is primarily a checklist that indicates per part of your page, such as
headings, introduction and internal links, what you can improve. SEMrush goes
further and also provides information about technical SEO.
3. Make
sure the On-page SEO is in order
The basis of SEO is to ensure
that search engines and your reader understand the subject of your text.
Therefore, make sure that this topic is mentioned in strategic places: think of
the url, the page title and the headline (H1) and the subheadings. Furthermore,
the subject or keyword should also be mentioned in the introduction and several
times in the text.
However, don't overdo it. SEO
shouldn't get in the way of a pleasant reading experience. If you write a text
about a certain topic, you will of course mention this topic a number of times
in the text. This is more than enough to make it clear to search engines what
the text is about.
4. Write
a relevant text
You don't write a text for a
search engine, but for your customers. It is therefore important that your website
contains relevant content. For example, make sure that a text about Augmented
Reality at least answers the question of the person who used 'augmented
reality' as a keyword in Google. This way you ensure a good visitor experience
and this in turn increases your ranking in Google. Search engines aim to
provide users with search results that match their question. If your website
meets the demand of your customer, then that is a win-win situation. If the
page does not connect, this will lead to bounces and a drop in your ranking.
5.
Provide good content
A good visitor experience goes
beyond relevant content. Also make sure that you present the content in correct
and smoothly flowing text. Your text is of course free of spelling and language
errors. Don't use too long sentences. As a rule of thumb, you can maintain that
no more than 25% of the sentences may be longer than 20 words. Phrases that are
too long and complicated scare off readers. Also ensure active language use and
avoid passive sentences with the verb 'to become'. A text with too many passive
sentences is not experienced as pleasant. Read more about good content here.
6.
Provide a user-friendly website
For a good visitor experience,
the website must also be user-friendly. It must be clear which information can
be found where. This is possible with a clear division in the menu. With
sufficient internal links you can ensure a good customer journey. Google
considers it very important that pages can be reached in two to three clicks
from the homepage. Visitors can then easily navigate from one page to another.
This also makes it easy for them to find additional information. Both the
internal links and the visitor experience will be taken into account by Google
in the ranking of your website. That way you have two SEO birds with one stone.
7. Show
that your website has depth
Search engines want to top the
results that best answer the searchers' question. The longer your web text is
on a particular topic, the greater the chance that your website will delve
deeply into the searcher's question. For the same reason, having multimedia on
your website also plays a role. Please note that search engines see a website
differently from people. For them it is only text. They can't do anything with
the videos or images themselves. That is why it is wise to describe images in
the alt text in about five words. Google does take this into account.
8. Don't
forget the Meta description
It is often claimed that Google
does not include the Meta description itself to determine the place of your
website in the search results. However, the Meta description is the first thing
that people of your website see in the search results. As a result, the
description can make or break the Click-Through-Rate (CTR). And CTR is important
for search engine optimization. Always fill in the Meta description with
attractive text. Be sure to mention the keyword to convince searchers that your
website can answer their question. A call-to-action to encourage people to
click and read on is also a good idea. Also provide the keyword here. So don't
say 'read more', but 'read more about web design'.
9. Start
a blog
You can apply the first eight
tips to any individual web page. But with one good and SEO-proof text about a
subject you usually are not at the top of the search results. It is important
to show that you know a lot about this subject. This is possible with a blog,
on which you regularly publish on topics that are important to your field and
above all to your customers. This way you become an authority on that subject
and your position in the search results increases.
10.
Provide backlinks
Our last tip is also a bit more
general. Provide links to your website, the so-called backlinks. Having good
and relevant content makes it attractive for other parties to include links to
your website. But other people don't just do that. Enable your network and
regularly share your content on social media. This way your network becomes
familiar with all those good articles on your site. Google again sees those
backlinks as an argument to assign more authority to your website.
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