Once you have developed a basic understanding of Search Engine Optimisation you may require additional SEO techniques to help take your site’s organic traffic to the next level. When you have first created your site you should have already covered a basic level of SEO, this can include: optimised title and meta tags, optimised content, and keyword research. But what more can be done? Here are some top tips that can help you maximise your site’s performance.
Analyse your competitors
The more you know about your competitors, the better. The same applies in SEO. By researching into your competitors’ SEO strategy you can improve your own site’s performance.
When you research what works well for other websites within the same industry as you, it is important to understand why their approaches work best before using the information to tailor your approach.
One effective form of competitor research to complete is discovering their most successful pages. This will help you to create a clearer image of where their organic traffic is coming from and what it is driven by. Through analysing competitors websites you can discover any keyword gaps and improve your existing content.
Tailor content strategy using a keyword gap analysis
When creating a content strategy there are two main areas to focus on: improving and optimising existing content, and creating new content.
Whilst optimising existing content is often the most effective place to start. Once this stage is reached, efforts should be steered towards the creation of new content. It is important that when creating new content for a website, that it is with a purpose that justifies it being implemented on the site. This requires carefully planning out a strategy for the creation of new content.
By also conducting a keyword gap analysis you can easily identify keywords that competitors rank for but you do not. From this you can then create content incorporating these keywords and topics to fill in any of the gaps.
Use digital PR to earn backlink authority
One of the biggest challenges you will face when optimising a website is gaining authority backlinks at scale.
Backlinks continue to remain one of Google’s top ranking factors, and whilst there are many different techniques to successfully earn relevant links, these techniques are difficult to scale effectively.
As recommended by Google the best way to get other sites to create high-quality, and relevant links to your site is to create unique content that can naturally gain the interest of the internet community.
One tactic that can help achieve editorially placed links is through digital PR.
Digital PR should be seen as creating and promoting content to journalists and publishers who will want to cover and link to it from within their articles. This includes infographics, tools & calculators, and expert insights.
It is important to remember that digital PR is not about pitching promotional articles, rather prompting linkable assets with an achievable outreach strategy. The real appeal of digital PR is delivering significant numbers of editorially earned links from publications where your next customer could be.
Optimise for Core Web Vitals
In 2021, Google began placing more emphasis on page and user experience as ranking factors. As a result, the focus has shifted on several on-page UX elements, such as:
- Intrusive interstitials
In Google’s own words:
Each of the Core Web Vitals represents a distinct facet of the user experience, is measurable in the field, and reflects the real-world experience of a critical user-centric outcome.
Optimise For Image Search
While many would think of image SEO as tagging your images with alt tags, it goes way beyond this. If you properly optimise your site’s images, you stand a real chance of being able to rank prominently on the image SERPs.
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