“This informative article is for the ambitious business owner who wants their website to perform better. From our experience, business owners don’t use fundamental SEO concepts correctly. We hope to change that.“
HOW MUCH OF THIS ARTICLE SHOULD YOU READ?
Well, all of it! If you are serious about your business and the exponential value a website can bring. Then it is imperative for you to read every chapter we publish every month.
Failure to Launch
Most websites underperform due to poor SEO
If you are reading this Beginners Guide to SEO then there is a solid chance your website is failing right now.
Why do I know this? You have most likely built your website yourself.
Is this true? If you have not and you are one of the lucky ones that had a website design correctly from the beginning, then, I would commend you letting the technical experts handle one of the most important sales tools that help acquire new clients, your website.
Ideally, business owners should stick to running their business instead of trying to be a Digital Marketer & Web Design expert. Just because there are cheap DIY website services such as WIX, Weebly, Squarespace, Shopify, Sitebuilder, and many others, doesn’t mean your website will perform well.
I know, these DIY website services only cost around $10 a month, which makes the web design process very affordable.
But, this is where most business owners fall into this vortex of trying to become a web design expert overnight by thinking that they can build a website.
This wild idea that customers will automatically flock to their website to purchase their products and services. Wrong. This is a work of pure fiction.
This is unrealistic because most people do not know to understand web design theory and technical search engine optimization (SEO) requirements and cutting-edge Google ranking techniques like On Page, Off Page, and Technical SEO. I will talk about these in great detail in the next few chapters.
Why am I saying this?
I am not trying to offend or cast judgment, but if I wanted to start an electrician business. I wouldn’t put an advertisement in the paper that offers electrical services without having a complete understanding of voltage theory and electrical design. More importantly, there are certain industry level certifications required before one can call themselves an Electrician.
This is very similar to the backbone of your website. Integrating the three pillars of SEO is critical to whether your website succeeds or not. If you do not have your website built on a solid foundation, it will under-perform every time.
I cannot stress this enough; SEO is an absolute must-have for a website to perform correctly in today’s online ecosystem.
Would you trust an amateur to design your website?
Well, from my 20 plus years of SEO & web design experience, I have yet to meet a business owner who designed their own website with one of these DIY website design platforms and is currently crushing their competition.
Now, I am not saying that these mainstream DIY website design services are bad, I am saying that I have not met a single business owner who knows how to incorporate each aspect of SEO fundamentals required by Google that ensure their website will be competing against their respective niche market.
There are three main reasons why business owners don’t see the results they imagined:
- The website was put together without the understanding the fundamentals of web design theory (Websites have a specific layout that Google bots love. If your website’s structured data is not formatted correctly, Google will not index or recognize the content on your website)
- The website’s code is not optimized for correctly for Google & Bing search engines (I will talk more about this later in the article)
- Most of all, the website does not have On Page & Off Page SEO, you will likely not get any traffic to your website. This process is more of an art form. This will be discussed in detail in the next few chapters.
“Search engine optimization is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results.”
“The perfect webpage is next to impossible because whether the content is quality or not is completely subjective to that current reader. This is why On-Page SEO is so important because users come and go, but your content must perform to the best of its ability each time as well.“
You may ask, how do I get my content to perform well? Well, there are many factors that enable a web page to perform well.
Seven core elements of a well-optimized page
Inspired by Moz’s Rand Fishkin
One: Uniquely Valuable.
Your content must be valuable to the reader. If it doesn’t capture the reader’s attention then that piece of content is basically useless.
There are several factors that help boost the value of the content, like high-quality images, catchy titles, shared throughout social media with actual comments, and those that find your content and don’t leave because it is of high value to them.
Two: Provides Phenomenal UX.
Now don’t get fired up or defensive, but your website should not be insanely ugly. It has to be attractive and appealing to the eye.
A lot of websites I visit today are bogged down with unnecessary graphics and misaligned text. Not to mention the horrible user interface, affectionately called the UX.
The UX must be responsive to different devices with varying screen sizes. Plus, your website must load fast. For myself, I despise waiting for a web page to load.
There are many factors that a web page to load slow, but I won’t get into that now. I will cover this in Chapter 3, Technical SEO Strategies.
This is obvious for most, targeted keywords. This may simplistic, but I can assure you, it is not.
There are countless hours spent on keyword research in order to maximize the impact of the search term or phrase used by the end user.
When structuring your webpage or blog post, it is imperative to incorporate your keyword phrase in the URL, in the Title of the page, and the content.
More importantly, using latent semantic indexing (LSI) phrases within the content. As you read on, you will learn more about the dynamics of LSI phrases and how valuable it is to use.
Talk to us. We can help.
Four: Built to be Shared through Social Networks.
I know what you are thinking, “I have sharing buttons on my blog article, isn’t that enough?” Well, the answer is, that is one factor, but it isn’t the whole package.
Your URL must be descriptive so when it is shared on Social Media, the words within your link capture the reader’s attention. The main factor that most people overlook is Twitter and Facebook Open Graph meta-structure.
There are simple SEO plugins that make this very easy to create the right tags, descriptions, and high-resolution images. Yoast SEO plugin is what I recommend. I will discuss Open-Graph more in detail further down this page.
Five: Multi-Device Ready.
Have you ever when to a website on your desktop and it looks perfect?
Atheistically it looks ok. But when you bring up the very same website on your phone, the text is misaligned and the images are either too small or bleeding over the margins?
This is because the website is likely not responsive, meaning the webpage does not render to various screen sizes or it doesn’t render correctly with that specific web browser, such as Internet Explorer, Mozilla Firefox, Google Chrome, or DuckDuckgo.
Six: Crawler Accessibility for Google & Bing Bots.
This is likely the area that intimidates most amateur DIY web designers and quite frankly, even those the design websites on a daily basis.
There are many elements that need to be addressed for your webpage to indexed correctly by Google or Bing. That is making sure the Technical SEO (Chapter 3) functionality is working for you instead of against you.
The Bots must be able to crawl your webpage correctly without being blocked by outdated 301 redirects or rel=canonical. Or the URL should have dynamic parameters instead of it being static or does the key page meta tag elements for the Title, URL, and Meta Description exceed the character limit?
I will cover meta tags more in detail further down this page.
Seven: Authorship, Meta Data, Schema & Rich Snippets.
This area is a blend of On Page & Technical SEO, so please do not get intimidated. I know the technical side gets most people nervous. Trust me, I understand why.
For Authorship, it is ideal for the author/publisher in the markup to match the profiles in Google+ for Google to align the right attribution. Along with making sure the meta description is attractive when it is displayed in the Google search results.
More importantly, having the description contain the primary keyword or keyword LSI phrases, to include secondary keywords. I provide some good examples below in the Meta Description section of this page.
Congratulations! You just reached the end of this article. By now, if you didn’t already, you should have a certain level of comfort for what is required for On-Page SEO. Just follow the checklist and I am confident you will be fine.
After you completed this, make sure you submit your website’s sitemap to Google Search Console for indexing. Also, if you want to take it a step further, you can use ASR Page Ranking Technology.
If you have any questions, please comment below and I will respond as soon as I can.