SEO is the process of affecting the visibility of a website or a web page in a web search engine’s upaid result. As an internet marketing strategy, SEO examines how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are favoured by their targeted audience. Optimizing a website may involve editing its content, HTML, and associated coding to both increase its relevance to specific keywords and to remove hindrances to the indexing activities of search engines.
The following SEO strategy guidelines is not a Bible, it is rather a scope of propositions and methods that you should consider when planning your website optimization and promotion for your organization for the next successful business year.
Content Optimization: It is important to manage your content SEO by optimizing it with Semantic Search in mind.
Google has an algorithm that is used to operate and interpret search queries. Usually, this algorithm does the job of re-ranking search results by either elevating or demoting websites based on relevance. The best way to optimize your website is to use LSI keywords and contextual clues instead of standalone keywords.
What are LSI keywords?
LSI stands for Latent Semantic Indexing. LSI keywords are words or phrases that are semantically related to each other. They are not limited to synonyms or keywords with similar meanings. They are most often keywords that commonly are found together. Search engines bots leverage LSI keywords by scanning your page, searching for closely related terms which can help it understand your content better.
There are so many terms related to LSI keywords. A few of them are:
Latent Semantic Analysis: is a theory and method for extracting and representing the contextual-usage meaning of words by statistical computations applied to a large corpus of text (Landauer and Dumais,1997).
Natural Language Processing: is the ability of a computer program to understand human speech as it is spoken. It is a component of artificial intelligence(AI).
Latent Dirichlet Allocation: is a generative statistical model that allows sets of observations to be explained by unobserved groups that explain why some parts of the data are similar.
Term Frequency-Inverse Document Frequency: TF-IDF is a numeric measure that is used to score the importance of a word in a document based on how often it appears in that document. The intuition for this measure is : If a word appears frequently in a document, then it should be important and we should give that word a high score.
Probabilistic Latent Semantic Analysis
Hidden Topic Markov Model
Best Ways to Improve Your Content Optimization
You can improve your website user experience by fixing on-page technical and content SEO issues. This is done through the following:
Make sure you have implemented the rel=canonical tag for all kinds of duplicate versions of your site.
Fix all incorrect response status codes.
Check your website for content related issues like duplicates, long/short meta tags etc. I will recommend the WebCEO SEO analysis tool.
Contextualize your keyword research and optimization: Google constantly improves its semantic search algorithm. This is done through the following steps:
Start by gathering your foundational keywords list. Take ideas from several sources, including keyword suggestions based on your key product keywords, synonyms of the queries which already bring traffic to your site, and competitor semantic research.
Use Soovle and Ask the Public which are free keyword tools to broaden your keyword halo.
Use Google autofill to see what questions are suggested. These are the most common questions asked by searchers.
Improve visitors’ engagement and your content search visibility with a proper Internal Links structure. Do the following to optimize your link structure:
Use descriptive anchor texts on your landing pages and link to relevant internal page content that pursues topics covered on previously read pages.
Make more deep links rather than always linking to top level superficial landing pages like the home or contact us pages. It will help you boost the search visibility of deep pages and speed up your new content index ability.
Avoid building too many links outgoing from one page.
Mobile SEO: It is important that you step up your mobile first search Index facilities. Google is planning on launch a separate mon=bile search index. Mobile searches already outperform desktop searches. Most people now use their phones to search the web for information, ask for directions, online shop. It is important that you make your website mobile-friendly. To benefit from this, do the following:
Rev-AMP your content. AMP means Accelerated Mobile Pages. It is an open-source framework initiative designed to reduce burdensome dynamic JS elements of web pages in order to speed up their loading time in mobile search.
Speed up your website content.
Use local schema markup to help your customers reach your business in the shortest way. Local structured data helps search engines render valuable information like business name, address, phone number, prices, reviews, business hours, direction and map, offers, events etc.
SEO performance: It is important to use tools to improve your SEO performance. Do the following:
Use a reliable Rank Tracker.
Use insightful SEO audit tools.
Read SEO Journal of Events: With the SEO Journal of Events, you can measure the direct impact of your on-page or off-page SEO experiments which together with Google Updates can add milestone notes that can better explain changes in the historical graph of your website traffic and ranking such as: On page element optimization, new backlinks gained, new content added, a guest blog campaign, a new special offer campaign launched etc.
At the end of the day, we don't need a super computer to make our content better, or easier to understand. If we write like humans for humans, our content goes a long way in becoming optimized for search engines.
Landauer, T. K. & Dumais, S. T. (1997). A solution to Plato's problem: The Latent Semanctic Analysis theory of the acquisition, induction, and representation of knowledge.
Psychological Review, 104, 211-140