When Google changed their search algorithms last year, the Internet was overwhelmed with cries of “SEO is dead!” But with time, cooler heads have prevailed and most experts admit that it was all much ado about nothing.
Search engine optimization (SEO) and B2B search engine marketing (SEM) techniques still play a vital role in helping potential customers find your website. Admittedly, however, the rules have changed somewhat, which means that it’s more important than ever to work with an expert to develop a well-rounded SEM and B2B marketing strategy.
Does this mean that you can’t take any steps yourself to boost your website’s ranking in search engines? No, not at all! The use of tags in your website – Keywords, Descriptions and Page Titles – is an easy and effective first step you can take to improve search engine results for your business.
Optimize Titles & Meta Tags for SEO
The title of your web page, as defined by your page’s <title> tag in the html code, is one of the single most important factors contributing to search engine rankings. Not only is it the page title that appears at the top of the browser window, it’s also the first line that shows up in the search results.
In addition to the page title, the URL web address also is included in the search result, followed by a ‘snippet.’ The snippet, or website preview, is typically pulled from the description included in your site’s meta tags. As pictured in the following example, this text elaborates on the subject of your website, and when it is well-written it helps increase click-through rates and promotes B2B lead creation:
However, when the meta tag is missing, the search engine can pull random text that makes no sense:
Optimize Keyword Tags
While some search engines no longer recognize excessive keyword ‘stuffing’ in meta tags, the use of select, targeted keywords is still important for positioning your website and distinguishing from others. For example, targeting only relevant keywords, while avoiding the most competitive, highly used keywords, can increase your page ranking because you are not competing with more established websites.
The use of keywords is particularly useful in social media searches, helping to build a larger, more cohesive presence for your brand by linking your website and related social media profiles.
Optimize with WordPress SEO Plugin
WordPress SEO by Yoast is a helpful tool that analyzes all of your web content to ensure that relevant keywords are being used properly. We recommend Yoast because it quickly provides valuable information such as:
- The amount of times a keyword appears in the content
- Where a keyword appears
- If the keywords are being used correctly
- Sample snippets of how your search results will look when viewed on Google.