If you're new to digital marketing, search engine optimisation (SEO) is the practice of driving traffic to a website using the placement of specific language within a website.
This language is carefully placed to draw people and search engine bots to the site when certain terms are put into a search engine. Effective SEO language can mean the difference between your website and business's success or failure.
When creating an optimal SEO landscape, the primary concern will be your on-page and off-page SEO. The most important aspect is that whatever the content, it meets a demand in the supply chain and is linkable. Off-page SEO are the links you build away from your website, such as on social media: Facebook, Twitter, Pinterest etc. Your link building should be qualitative, dynamic content on influentially significant sites.
Once you have built your platform, it is vital that you keep the on-page SEO content sleek. Stuffing your content with keywords might seem like a good idea, but search engines now impose stiff penalties for over-optimisation.
There is a huge value in placing your keywords carefully and there are optimum areas to place keywords so concentrate your efforts here:
Titles – choose relevant keywords which people will search for.
Descriptions – this is the initial sales content; customers will be won and lost on your descriptions. Don't forget this also includes the images you use on your site.
URLs – if your URLs don't contain a keyword, change them now. Search engines will hook onto these immediately. But again, don't stuff, choose a specific key phrase that accurately describes a page's content.
Headers and content – keep the content as natural as possible, sell your services but don't stuff in as many keywords as possible. Ensure your content is insightful, useful to the reader and contains calls to action in order to boost your website conversion rate optimisation. Consider using a landing page generator to attract users from different areas or with different needs.
A good rule of thumb is 2-5% keyword density per page; this will not only keep you search engine friendly, it will also ensure your content's language is natural – your potential clients won't be fooled by over-optimised sales content, they want to be engaged and entertained.