Search Experience Optimization

Search Experience Optimization

Search Experience Optimization goes further than purely Search Engine Optimization. The user experience potentially starts with a search engine transaction, but goes much further than the result on search page.

 

Key Components of Search Experience Optimization
Key Components of Search Experience Optimization

Onsite Optimization

Search Engine Optimization is the holy grail of digital advertising in the internet age of today. With a major chunk of all businesses striving to expand their online presence, there is more reason for you to devise cutting edge strategies and tactics to make yourself visible from among a sea of rival contemporaries. SEO incorporates the use of innovative tools and strategies for improving the ranking of your website on the search results page of a search engine and consequently drive more traffic to your businesses’ virtual presence. There are two variants of SEO namely onsite optimization and offsite optimization that are used by business enterprises to monetize their digital marketing strategies.

 

Onsite SEO implies an optimization of all the online aspects of your website including content, structure, tags, titles, pages and so on in such a way that they are in sync with your target keywords. After you have identified the target keywords that your potential audience might employ for making a search on the internet, it is absolutely imperative to carry out effective application of the research to your SEO efforts.

 

1. SEO Content Management

The first and foremost step towards effective SEO is the creation of digital content that adequately incorporates your target keywords. Most websites today are powered by content management systems or CMS’s that support the creation and management of digital content that is aligned with the SEO for your website. Several popular content management systems such as the WordPress, Joomla and Drupal are used by business websites to add, modify, update and remove content from their webpages. One of the major features of an effective CMS is an SEO friendly URL that incorporates your target keywords to enhance your search engine ranking.  In addition to providing you the facility of adding modules and changing the configuration of your Web server in real time, SEO friendly CMS’s also offers simple tools and functionalities for non technical users to easily establish keyword rich URLs, image alt text, descriptions and title tags. The CMS also provides relevant feedback regarding the influence of the selected keywords on the website’s performance in general and allows you to make changes as and when required without having to employ the use of several different SEO tools at the same time.

 

2. SEO Title/ Meta Tags

Another important aspect of onsite SEO is the Meta and title tags that are used by the developers in designing the content of a particular webpage. Meta tags can be touted as elements of HTML text that provide information about the content included in a particular web page. In other words the Meta tags appear merely as a part of the website’s code and not as visible content on the page itself. An important example of a Meta tag is Meta description which offers an explanation to the search engine or the website visitor as to what the page is all about. Although, a keyword rich meta description might not necessarily impact your search engine rankings, it might be a great way to entice the users to click on your website URL by providing an appealing description of the web page to them.

 

Another major example of a Meta tag is the title tag that has the power to directly impact the search engine rankings of your website. It can be rightly touted as the most important of all the other Meta tags. A title tag is an accurate and concise description about the content of a particular website that helps the search engine and the visitors identify as to what a particular webpage is all about. Title tags typically appear within at the top of your browser tab and create SEO value in three different areas including the search engine results page, browsing and relevancy. Given the fact that it is the first most conspicuous element of a website that shows up on the search results page, the title tag has the power to effectively alter the decision making of the searcher who then decides whether he wishes to click on it or not.

 

3. SEO Text Structure

An extremely important aspect of SEO friendly content is the structure of the text that is contained within a particular website. Both the search engines as well as the searcher first scan the text to ascertain its relevance and credibility and then proceed ahead. For instance, before reading the entire article, a visitor will first look for certain aspects of the content such as the titles, subheading and first paragraph to make sure that the write-up captures his attention.

 

As for the search engine such as Google, scanning of a particular article plays a decisive role in determining the ranking and popularity of the webpage. Various aspects of an article such as a clear and well defined structural format, keyword incorporation in the headings and crisp and easy to understand writing are critical to determining whether the content will be liked by the readers or not. In other words, a well structured article has a higher chance of gaining popularity among the readers and is automatically granted a higher ranking by the search engine.

 

4. SEO URL / Domains

Domain name or URL is actually the readable Internet address of your website. Since the URL or domain plays an important role in taking you to the landing page of a particular website, it has the power to impact the search engine traffic as well. The first major consideration in creating a domain name for your website is  that it must strike the perfect balance between a catchy name that represents your brand image and also consists of the target keywords that the users are likely to punch in while making a search on the internet. A keywords rich domain name can have a tremendously positive impact on your ranking considering that it will also be used by the visitor as an anchor text for linking. Another major consideration to make while deciding a domain name is to minimize the use of hyphens since they are typically associated with spams and might negatively impact your search engine ranking.

 

5. SEO Images / Videos

Apart from the textual content of your website, the non text elements such as images and videos are considered as rich media that can greatly impact your SEO efforts. Image Alt is used in SEO to explain as to what an image is about and often acts as keyword anchor text to help a search engine or searcher understand the context of the destination page. Apart from this there are several major aspects such as choosing the right image relevant to the content, the right size, the right caption and basically optimizing your images to improve your ranking on the search results page. Similarly SEO for video content also requires certain key considerations such as video transcriptions, providing context and preventing spam that help improve the accessibility of your videos and improves its ranking on the search results page.

 

6. SEO Page Speed

Defined by the twin concept of ‘page load time’ and time to first byte’ your page speed is highly instrumental in improving the ranking and traffic on your website. In other words, the faster the speed, the better it is for your SEO. Apart from lower time on page and higher bounce rates, pages that take longer to load also negatively impact your credibility from the search engine point of view. There are several ways of improving the speed and a consequent SEO friendliness of your webpage such as enabling compression of your JAVAScript, HTML and CSS files, optimizing your code, reducing the number of redirects, leveraging browser caching, using content distribution networks, optimizing images, and improving your server response time.

 

At Globibo our dedicated team of professionals helps you maximize your onsite SEO efforts to enhance your website’s visibility and ranking on the search results page to drive more relevant traffic and increase your conversion rate. This directly impacts your revenues and contributes to exponential expansion and development of your business far and wide.

 

Off-page Optimization

As the name suggests, off page optimization can be described as the SEO tactics that are employed externally from the actual website to improve its ranking on the SERP or search engine results page. In other words it deals with the promotion methods that go beyond your basic website design to enhance the SERP ranking.

 

1. Social Media Integration

With the immense popularity and outreach of the social media networking sites, they can be utilized as an effective channel for widening the scope of reaching out to your target audience and driving more traffic to your website. By optimizing your website for the social media, you can the tap the endless opportunities of connecting to new people and acquiring new customers for your business. Having a well structured social media profile on Facebook, Twitter or Pinterest makes it easier for your target customers to find your website on the search results page and ultimately enhance your conversion rate and ROI. The never-ending loop of shares, likes and posts helps not only in spreading the word about your business across all the members of these social media networking websites, but also in monitoring your SEO performance and making relevant changes in real time.

 

2. Social sharing / Community Management

Social sharing or community management is another critical aspect of performing off-page optimization for your website. It can be touted as an extension of social media integration wherein you first create a profile or a group on one or all of the major social media websites and then connect with a community of members who show their interest in your content and offerings. You connect with new members located far and wide, interact with them on a regular basis, share posts with each other and basically build an online reputation for your business to promote your company. It not only creates a worldwide awareness for your brand, but also helps in establishing its credibility in the eyes of the consumers. Brand credibility and reputation is one of the major factors that most search engines consider while deciding the ranking of the corresponding website.

 

3. Link Building

The most important off page optimization method, link building is basically the strategy of building external links to your website and then using those links to gather appreciation of the visitors and obtain higher ranking on the SERP. In other words, you get other external pages to carry a link that redirects to a page on your own website. It is an approach to driving referral traffic to your website from other external links and creating a favorable reputation for your brand. There are several link-building strategies such as creating compelling content that people with want to be linked to, submitting your site to directories, or simply asking your friends and partners to link to your website. It is extremely important to consider the quality and context of the page that you are integrating your link into. The search engines consider the credibility and popularity of the external links in determining your webpage ranking.

 

4. Directories (good and bad)

A lot many people still make directory submissions to enhance their SEO efforts and optimize their ranking and visibility on the search engine results page. However, depending upon the category for submission we need to select the most suitable directories such as blog directories, article directories, shared content directories and so on. For instance, if you have a site that offers services related to web design, you may submit your website to W3C or CSS directories that will effectively drive traffic to your website.

 

Globibo offers you expert assistance in maximizing your Off page optimization efforts and ensuring that the visibility and ranking of your website on the search engine results page is enhanced manifold. It would not only ensure that more people visit your website, but also help in improving your conversion rate and bringing in higher ROI for your website.