SEO is an expansive, complicated field that requires a constant building of new techniques. However, we cannot sacrifice the basic points. One of the most important parts of an SEO effort is the page that is being promoted. All too often we see webmasters concerned with directory submissions, articles, and social networking while their actual website is dragging down their efforts.
Deep Linking and Coherency
Never let it slip your mind that every content page that appears on your domain is contributing to your PageRank unless otherwise stipulated to search engine crawlers. Pages posted a year ago are still being indexed and looked at for activity. The way to keep those pages alive and active is to provide deep links from your newer content. Go through your newest posts or content to find words to link back to some of these older articles to bring visitor eyes to them.
Language of Anchor Text
Depending on the discipline you are focused in, you may know there to be multiple ways to approach anchor text. A content oriented website wants to have anchor text that is descriptive of what it is pointing at. Providing information about “outdoor furniture” should be denoted with a link very similar to that. On the other side of the coin, there are phrases used like “Click here” or “Click me”. There are appropriate times to use both.
Actionable anchor text like “Click here” is appropriate for landing pages or other pages designed to gain conversions from a human audience. Marketing studies have shown this kind of language on conversion-oriented links creates more click-throughs. Presumably, your landing or conversion page is built more towards getting a human to convert as opposed to SEO. The rest of the content on your website needs to be linked with anchor text that appropriately reflects the target information. Search engines interpret text such as “Click here” anchored to a page about “outdoor furniture” as inaccurate.
Social Bookmarking For Visibility
It is utterly amazing that some folks are not putting the appropriate social media widgets on their page to allow people to like, follow, and share their content. Ensure you have support for this functionality for the major social networks. Don’t forget about Google +1 either!
URLs Constructed For SEO Friendliness
A very common mistake webmasters make is using an ineffective URL structure. Stay away from using generic file and folder names to categorize your information. Be reasonably descriptive and include relevant keywords in the file name. Do not go overboard with it. Four to six keywords is an appropriate approach. Name your images the same way.
Bolding Still Provides Limited Benefit
Appropriately used bolding can help draw attention from both readers and search engines to a particular keyword. Doing so provides a great benefit so long as the page is not flooded. Be wary of too much bold text. If the document is hard to read then your human viewers won’t be reading it.
Learn Your Analytics And Traffic Stats
There are too many webmasters out there that do not understand or give appropriate attention to their analytics. Take the time to read the documentation provided by Google on their tools and develop an understanding of them. It is the easiest way to pin down what is working, what needs changed, and what needs attention.
There Is No Compromise For Content
Everyone involved with SEO eventually comes to realize that there is no more important part of a webpage than the content. Post useful, appealing content on your website if you hope to draw and keep the attention of search engines and readers. A website full of junk content will never command the kind of attention that a quality, authoritative website will.
Take the time to develop a real and thorough base of information for your visitors to draw from. That is the kind of content that is referred to, linked to, and provides the authority that webmasters are competing so hard for.
Jeff is a blogger for 4 years and has been mostly writing about SEO. He is a professional IM and SEO consultant and at the moment he is also a content contributor and is writing for a real estate agency that makes Queens condominiums.