Search Engine Optimization
SEO ensures that search engines can read and understand your website, and also maximizes your ability to grow your audience from search engines, a major source of traffic on the web. Below are a few fundamentals to get you started — see the Tools and Resources section below to learn more.
Optimize Your Metadata
Metadata is the information you add to a web page to help users and search engines understand the content. Here is a basic checklist to make sure you’re set up for SEO success:
- Create URLs that are easy to understand and describe the content of the page.
- Make sure your page titles are descriptive and relevant.
- Write a descriptive meta description (the sentence that appears under your page title in search results) for each page, and keep these descriptions under 155 characters.
- Write compelling and descriptive headlines and sub-headlines on every page, and make sure they describe the corresponding content.
- Use Heading tags (H1, H2, etc.) in the HTML of all of your pages.
- Write descriptive alt text for all images and videos so search engines can understand the content of your imagery.
- Write unique metadata for every web page — don’t use the same metadata for every page of your website.
When search engines crawl your site, they click all of the links and take note of the traffic and page authority of each one. First of all, test all of the links on your site to make sure they are working and directing to the correct destination. Link to other relevant internal pages of your site when possible to boost traffic to those pages.
Keywords — the phrases users type into a search engine ? are a cornerstone of an effective SEO strategy. Conducting keyword research will help you understand which phrases people are using to find your site, and then identify new phrases that you want to target with the goal of inviting more traffic from search engines.
Once you have a list of keyword phrases, review your website to make sure relevant pages feature them where applicable, including page titles, headlines, meta descriptions, etc. You can also create new content that aligns with your priority phrases, whether that’s a blog post or a new page for your site.
Remember: SEO and keyword research can supplement your overall web strategy, but should not define it. Content created mainly for search engines is easily identifiable and will not be popular with your audience or search engines. Create web content that serves your audience first and foremost.
Design and Development for SEO
Search engines prioritize sites that are optimized for mobile devices. We recommend designing a responsive website that works on all devices and screen sizes. Search engines also prefer sites that load faster (especially on mobile). Optimize your website for speed by making sure pages load as quickly as possible (see Google’s PageSpeed tool in the Tools and Resources section below).