Improving a website’s search engine optimization (SEO) involves numerous tactics, ranging from site content and keyword targeting to mobile device user interface considerations. The goal is to achieve higher rankings in search engine results pages (SERPs), particularly for competitive keywords. While Google’s algorithm remains complex and subject to frequent updates, several strategies, based on observed data, can contribute to improved visibility.
Content Strategy and User Engagement
Content is a foundational element of SEO. Creating content that addresses the specific pain points of a target audience is crucial; generic content is less effective. Businesses can gain insights into audience needs by interviewing existing customers or analyzing discussions in online forums and on social media. Content partnerships can also expand reach and authority, as demonstrated by a collaboration between Backlinko and BuzzSumo, which resulted in significant traffic gains for both parties. Such partnerships should involve complementary brands with overlapping, but not identical, audiences.
To enhance user engagement, embedding relevant videos within content can reduce bounce rates by as much as 11.2 percent. Breaking up text with visual content, such as screenshots, images, and charts, also improves engagement. Utilizing eye-tracking or “neuro forecasting” to predict user interest and identify potential friction points in the user experience can further refine content presentation, though this typically requires a substantial marketing budget and a dedicated UX team.
Technical SEO Considerations
Technical SEO focuses on optimizing a website’s infrastructure to improve crawlability and indexing by search engines. Responsive web design is recommended, allowing a single HTML code base to adapt to different screen sizes and resolutions. Alternative approaches, such as dynamic serving, which delivers different HTML based on the user’s device, are also possible.
A simple, well-organized site structure is essential. Each folder should have a clear purpose and be named accordingly, incorporating relevant keywords into URL structures. Ensuring that all pages are accessible from the homepage and implementing “breadcrumb navigation” aids both users and search engine bots in navigating the site. Each page should also have a unique, concise title. Website speed is also a factor, and improvements in this area fall under technical SEO.
Link Building and Authority
Building a strong backlink profile is a key component of off-page SEO. This involves reaching out to relevant websites and requesting links. The focus should be on establishing partnerships with authoritative sites that have an established audience. When linking, avoid generic anchor text such as "page" or "click here." Prioritize internal linking—linking to other pages within the same website—to keep users engaged. External links should only be included when they genuinely benefit the audience and lead to authoritative sources. Broken link building, where a website identifies broken links on other sites and offers its own content as a replacement, is also a viable strategy.
Optimizing for SERP Features
Optimizing content for featured snippets can significantly increase visibility in SERPs, which are increasingly populated with AI answers, paid results, and other features. Backlinko, for example, ranks in featured snippets for 958 keywords. Creating visual demonstrations, such as process flowcharts, comparison tables, or before/after examples, can add information gain and attract backlinks. These visuals should provide unique insights that cannot be effectively conveyed through text alone.
Focusing on Experience and Authority
Building trust with users is paramount. If an audience does not trust a website, they are less likely to read content, sign up for email lists, or make purchases. Leaning on firsthand experience in content creation can bolster user trust and contribute to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), a concept increasingly emphasized by Google. Shifting focus from top-of-funnel (ToFu) keywords to bottom-of-funnel (BoFu) keywords can also be a productive strategy.
Mobile Optimization
Ensuring a website is mobile-ready is critical. Content may appear different and less accessible on smaller screens. Developers can achieve mobile readiness through responsive web design or dynamic serving. Thoroughly testing the site on various devices is essential to identify and address any usability issues.
Conclusion
Based on the available data, improving website SEO requires a multifaceted approach encompassing content strategy, technical optimization, link building, and a focus on user experience. Prioritizing high-quality, engaging content that addresses audience needs, coupled with a technically sound website structure and a strong backlink profile, can contribute to improved search rankings and increased organic traffic. Optimizing for SERP features and building trust with users are also important considerations.