Website optimization was the furthest thing from my mind when I set up my first website. I started out setting up a website just to have a presence on the web. Sure I wanted it to be attractive and well-organized. When I launched it, I felt good about my work. I may have had an advantage over some because I can spin words, yet when it came to being found on the web, my content was worthless.
No one was finding me! My website was not optimized.
Seeking answers, I went beyond the tools Office Live provided. What I heard about search engine optimization (SEO) contained so much conflicting information. This made it hard to know where to start. As a result, I began using those things that made the most sense, and I rejecting those things which seemed dishonest. You know stuff like:
- Following rigid formulas where you packed keywords into headings
- Saturating content with keywords for Google when that created horrid reading for site visitors
- Writing keyword-stuffed meta descriptions
- Promising one thing, but delivering something else
- Redesigning your website regularly, so Google thinks your content is fresh
- Adding comments boxes on site pages, just to create fresh content
Stick with honest optimization strategies!
I have redesigned my website three times in 7 years. That’s not regularly. It’s good business to ensure a website remains current both functionally and visually. Staying secure is also a consideration. Especially when a website is PHP based, you need to remain current. Fooling Google never came into the picture.
I’ve allowed comments on my blog posts from the inception of my blogging efforts. However, I’ve followed the best practice of keeping links ‘no-follow’ and screened any comments very carefully.
I’ve never regretted letting integrity to others guide me into avoiding these shady practices. One by one, I watched Google tackle these strategies with algorithm updates. Because I rejected these practices, an update never hurt my websites.
Of course there were other things I should have done, that would have been rewarding for both Google and my visitors. In fact, there remain a number of strategies that I have yet to implement consistently. However, the website optimization strategies I share below do work.
Use long-tail keywords.
What is that, you wonder? That’s just computerese for phrases. 
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Use latent semantic terms.
Consider the natural terms that surround your keyword. This content is for members only.
Develop your local presence.
Make sure your website is listed with all the local search options–Google Local, Yahoo Local, Bing Local, Merchant Circle, Yelp, etc. This content is for members only.
Consider every page a ‘landing page.’
Recognize you actually have little control over which page Google’s going to send visitors to, so treat each page as a potential first experience with your website. This content is for members only.
Add a blog.
It’s a great way to build credibility in the marketplace. This content is for members only.
Don’t crowd your pages with too much information.
Make it easy for people to see what each page is about.This content is for members only.
Stick to one topic per page.
If you really must deal with more than one topic build hyperlinks that connect the parts of the page together easily. This content is for members only.
Include some kind of call to action above the bottom of the screen.
Don’t expect people to scroll down. Most won’t. This content is for members only.
Include content that answers the needs of your customers.
You don’t like to have someone pushing their product or service onto you. This content is for members only.
Stand behind what you promise to deliver.
A great website is only as good as the company behind it. This content is for members only.
Watch that grammar and spelling.
The first impression many of your customers get of your company is your website. This content is for members only.
Write for that 5th grader.
As the TV show has proven, they are smarter than most of us realize, This content is for members only.
Experiment with video.
You don’t have to be one of the ‘lovely people’ to produce video. Nor do you have to be highly technical. This content is for members only.
Include graphics.
Add photographs and infographics to your website. They’re popular with people and Google.
Focus on your customer.
Google wants your website optimization to focus on the customer’s experience on your site. This content is for members only.
Website Optimization Summary
Follow these tips and your site will have more punch and promote your goals more effectively. If doing all of this sounds overwhelming, hire someone to do the job for you. If you want to know what to look for when you hire writing assistance see “Help for Writers: 6 Tips for Hiring the Right Person for Your Needs.”
