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How To Optimize Your Website For Effective Search Engines?

By on Apr 24, 2017 in Inbound Marketing

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SEO optimization often turns out to have a tail of mystery: people think about it in terms of either pill that cures everything or something that is just a part of the modern hype and isn’t working at all. Both of these points of view are far from the reality. In this article, we will find out together why SEO optimization matters and how exactly one can leverage it.   

SEO is a complex of techniques and methods that help to get higher ranking of the content by search engines. Take into consideration that we are talking about organic search results

What the difference between organic and non-organic search results?

If you don’t have extensive knowledge in SEO optimization, you may get interested in the difference between organic and non-organic search results. When you type in the words that are relevant to what you’re looking for and get the list of results that match it due to their linking, content, relevant keywords, and optimized meta tags, you get organic search results.

When you’re looking for some content and get the results that include different types of advertising content, then you get non-organic results. Non-organic website optimization usually yields the results faster than the organic one. However, if you want to gain far-reaching results, definitely the basis of your SEO strategy should be of organic nature.

SEO definition doesn’t explain a lot about the way SEO optimization works

It sounds easier than it really is, however, reaching higher ranking can be difficult and may take a lot of time if you don’t have a clear planning in your head. To avoid such negative consequences, we will start with the creation of SEO strategy, which will help you to realize how SEO optimization works actually.

Indeed, SEO strategy is a frame of your website optimization activities, which you can’t realize reading any SEO definition. It contains a certain set of steps that slightly varies from one case to another and needs to be practiced.

Being aware of your SEO strategy is crucial for the success of all your SEO activities. In this article, we will take a close look at organic part of the SEO strategy and how you can make it on your own.  

SEO strategy in work


You may have noticed that online marketing is 100% strategy-oriented. Nowadays, if you want to gain results, the first what you need is a strong plan. SEO optimization works in the same way. Therefore, if SEO definition wasn’t clear enough for you, don’t panic. After step-by-step examination of SEO strategy, you will have all the parts on their shelves.


1.Keyword research


It’s about keywords SEO optimization is usually referred to. The main point is that usually, people think about keywords in terms of something very simple. However, it’s not like that. To pick right keywords, you need to have a profound understanding of your buyer personas and buyer’s journey.  

At the first instance, think about the stage of buyer’s journey you want to reach with your content. Depending on the stage, your keywords should be concerned with the problem, the ways of solving it, or your business services or products that come up the solution.

After you’re over with the buyer’s journey, think about the proper words your buyer persona would use to look for what he/she needs. Picking the right language is always a tricky point, which may take time and practice. Before you gain the latter, I recommend using services that can help you to pick the right keywords. For instance:

At the end of this stage, you need to have the list of relevant keywords your buyer may use to find the content you have. After the list is ready, try to expand it by looking for the similar keywords. Simply by typing in the search field one keyword after another, look at other queries users search for.

Now, it’s time for you to learn about the differences between keywords, which do matter when you want to get a higher ranking.

There are two types of keywords SEO is inhabited with: short- and long- tail.

Take a look at the screenshot below. There you can see the short-tail keyword and the incredible number of the search results, which in turn means a lot of competition. The chances to gain the top positions in such a competitive environment are very low and it will take a lot of time to just approach the first page.

On the next screenshot below, you can see another type of keywords – long-tail one. A number of search results are significantly smaller, therefore, achieving higher ranking would be an easier task than in the previous case.

There’s one more advantage of using long-tail keywords than only higher chances to be ranked better – while you using the long keywords, the short ones come along as well. Just like in the case I showed on the screenshots – the long-tail keyword includes the short-tail one.


2.Content creation with the regard of the keywords


Remember that search engines need you to have relevant content in the first instance, then – the keywords. Of course, most likely, no SEO definition would include the notion of great content but only because it’s an implicit thing.

To bring together great content and relevant keywords, you need to wisely and seamlessly insert keywords into your content flow. This can also be tricky but it just takes time for practice.


3.Focus on the primary keyword


Primary keyword is the one that you want to be ranked for at the first instance. Consequently, you need to use it more often in your content. Especially take care to use it in the key places:

1) title and URL

2) body

3) headers

4) alt-text of images

5) meta description

Those above are the key points where you need to place your focus keyword. The rest keywords you need to use in the body of your content with the frequency that depends on the how often they’re used in search queries.

Also, take care about inserting internal links (the ones that lead to your own content) and external links to the trusted sources. In this case, the best practice would be to hyperlink the keywords you want to rank for.

4.Provide great UX


You may think that there is no need to discuss this one. Almost everyone who writes about web development and design exploits this topic so you may have come to be deeply aware of the importance. Still, I need to emphasize on this from the standpoint of SEO optimization. Yes, search engines do care about the design of your website!

1) navigation and social buttons

Make sure that you’ve provided clear and easy in handle navigation and easily reachable social media buttons for both sharing and subscribing.

2) responsiveness

Also, you need to bother about adapting the interface of your website to the smartphones as today the major part of traffic is coming from smartphones (these numbers are growing).

Don’t spare time on this. The more responsive, intuitive, and adaptive the design of your website is – the more chances it has to be favored by search engines and, therefore, to positively influence SEO optimization.


5.Promote and get shared


Search engines want your content to be shared. This is how they can understand that you’re a trusted source. That’s why it should be your primary aim. Of course, without keywords SEO optimization is impossible but they should be arranged in an extremely natural way. Therefore, the first and foremost attention you have to pay to the creation of high-quality content.

So what can you do for the sake of website optimization on this stage?

1) engage creative people and thought leaders in creating content

You have multiple ways to achieve this:

-ask for the point of view at the industry relevant issue and create a round-up article

-take an interview

-embrace guest posting

There are definitely more ways you can try but remember one important thing: don’t ask people to share your content. If they are satisfied with it, they will do it anyway. Otherwise, you will just irritate them.



Do you remember SEO definition we started with? Have you clarified it to yourself? I hope you have. SEO optimization is a complex process, which takes time and practice to master. If you face difficulties at the beginning, don’t despair – everybody comes across difficulties.

SEO optimization includes optimization of the website for keywords, UX, different devices. Moreover, it’s rooted in the superior content and depends on the reaction of the society. Whatever difficult it may sound, you will master SEO optimization if you take it seriously and plan it carefully.

Finally, I would like to hear from you about the topic. Did you find it helpful? Please share your thoughts, ideas, questions, and doubts right here, in the comments.