By: Johann Carpio, Marketing Consultant and Writer with HostingFacts.com
Search Engine Optimization (SEO) is extremely important for your website's health. SEO techniques will increase your website's traffic when you pair quality content with the proper target keywords to ensure a positive user experience.
Focusing on link building is no longer enough. In this article, we will discuss the ideal optimized website and how you can achieve plenty of site traffic by doing more than just building, buying and selling links.
Improve your Relevance
You need to check your content and tags. If there are title tags that are unrelated to the content of your website, your audience will have a harder time finding you and you’ll end up misleading visitors and readers.
This will also lead Google to penalize your page and your website will be ranked lower on the search results. All of your content, from the title tags, meta descriptions, images and the text in question, should all coordinate to produce high-quality website content and improve your chances of being ranked high.
In other words, the goal at hand is to have a well-organized website with a clearly defined niche — think of it as your own space where you can demonstrate your expertise.
Index your Goals
Always make sure to check up on ‘robots.txt’. This text file tells Google what it should be looking at, and what it shouldn’t index.
By using the silo strategy and picking apart your website and re-organizing it, you can identify what your website focuses on (or should focus on). Then you can market your website as an expert source on your particular topic and extend that branch of knowledge to your readers.
Search engines reward you with top keyword rankings when you're organized, because your website’s subject matter and structure match what the user is searching for at a particular time. When Google Panda (and Google’s subsequent updates) was rolled out, building websites around keyword themes was of utmost importance - and it still is.
Build your Silo
Creating a silo involves categorizing groups of related pages, separating the unrelated pages, and strengthening the foundation of the silo by improving the primary landing pages.
A strong silo can stand on its own, as it’s held together by hypertext links in between themed pages. When you place links between pages that are relevant to a theme, you are ensuring that theme’s relevance to a specific site section. From there, a site hierarchy can be created that supports each separate silo.
For example, if your website is mostly about food reviews, you could separate the silos into: Restaurants, Home-Cooked Meals and Convenience Store Food. From here on, you can create support pages that will always link back to their main silo.
Note that cross-linking between these three silos should be avoided at all cost. The only cross-link that should be available is a link to the top landing page. In other words, a restaurant review will link back to the restaurant category, and the restaurant category will link back to food reviews. This enables easier access for bots to crawl and index the entire page faster. In turn, when the site loads faster, it adds to a positive user-experience and gives your page a higher ranking.
Original and niche content on your website better engages an audience because they turn to you for the information they need. When your audience enjoys their time on your website, they bounce less and click around more, which is better overall for your website’s health and ranking.
Don’t Commit Silly Mistakes
Is your nonprofit using a Content Management System (CMS), such as WordPress? WordPress is a very popular option for nonprofits. And it’s not just bloggers who are interested in it as a platform. It’s versatile, free (open-source) and has a heavy market of developers who specialize in customizing WordPress sites, rather than creating an HTML and CSS website from scratch. However, nonprofit and developers still need to be careful not to make costly mistakes when using WordPress, and be sure to give their visitors a pleasant user-experience. If you want to manually code your site here’s an HTML cheat sheet from my organization, HostingFacts.com, that will guide you away from any silly mistakes.
If your website is large and has lots of content, leaving a breadcrumb trail is useful. A breadcrumb trail is a line of text links separated by the ‘>’ symbol that show you where you are within a website. See the image below for an example:
Prune and Preserve
If you have old content that’s low quality, outdated, or loads slowly, consider ‘no-indexing’ these pages, deleting them, or updating them with quality content. With these fixes, you can improve your site’s authority, ranking and relevance.
About the Author
Johann Carpio is a marketing consultant. He does inbound marketing for various websites, helping them increase their audience and readership through content and social media. He also writes about the current trends and practices of the industry. Follow him @johannrcarpio.