Since the pandemic internet usage has soared. Various lockdowns pushed us to shop online, got us streaming to the max, catching up with loved ones on social media and attending more Team and Zoom meetings than ever before!
With these habits predicted to last a lifetime, there’s never been a more crucial time to improve your SEO performance.
61% of marketers claim SEO is the key to online success, so it’s no surprise that most businesses allocate 41% of their marketing budget towards it.
SEO’s main aim is to expand a company’s visibility in organic search results, helping businesses to rank more pages higher in SERPs (Search Engine Result Pages), drive more visitors to the site and increase conversions.
With HubSpot’s CMS Hub, improving SEO efforts is easy. You can easily build your authority in search with tools that help you to plan an SEO strategy, optimise content, and measure real ROI. HubSpot SEO tools are also integrated with content tools, so missing an optimisation opportunity will never be a worry again.
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Below we’ve picked out 5 top tips that your business could use to enhance and improve SEO efforts.
Here’s what we’ll cover:
Keywords are at the heart and soul of SEO, so we’ll start here…
1. Keywords
Keywords are phrases that're regularly searched for on Google, Bing, Yahoo, etc and are a major part of determining your website’s rankings.
Using the correct amount of keywords in the right places will send your pages climbing up the leader board. This doesn’t mean stuffing keywords here, there, and everywhere - you should fit them in naturally so that the readability of your copy isn’t disrupted.
Effectively using keywords all starts with keyword research. Luckily, tools in HubSpot CMS Hub find and suggest keywords to use in your content, helping you to grow your content presence and visibility. Ahrefs and Moz are also key SEO tools to help identify keywords.
To take your SEO efforts to the next level you should dig deeper to find more long-tail variants, study competitors to find keyword gaps, and include keywords in your metadata and anchor text for links.
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2. Backlinks
Acquiring backlinks is a critical factor in SEO performance. Backlinking is when another website links to yours in an article or blog post. They come in two forms, either follow or no-follow links.
Links from other pages highlight to search engines that you’re an authority on a certain topic, one that should be pulled through the ranks. The more high-quality links to your website, the higher your content will appear in search results.
Organic links can be earned by writing engaging content. Others are more likely to reference your site if your content is valuable and if your content matches with a person’s search intent. Alternatively, you can reach out to other sites to trade links.
3. Meta descriptions
Although unique and well-written meta descriptions are an important way of boosting SEO, many people neglect them.
Search engines don’t directly use meta descriptions in their ranking algorithm, however, having a captivating meta description will raise the CTR (click-through rate) of your organic search results.
Google uses CTR as a way of working out whether you're a good result. If more people click through to your website Google will consider you as a good result, and will move you up the rankings.
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4. Page speed search engines
So, you’ve found the exact website you’re looking for at the top of Google search, you click and then you’re left waiting… and waiting… and waiting… finally sections of the text and some of the images start to load. You’ve now decided enough is enough and move the cursor over to the exit button and head back to Google search.
Poor site performance and page speed can mean you’re fighting a losing battle for top organic listings, no matter how valuable your content is or how professional your website looks. The longer your page takes to load, the less time a visitor will spend on your page - and that's if they even make it to your webpage.
To gain traffic and rank high your site needs to be quick, accessible, easy to use and provide a positive user experience (UX). If not, visitors will simply move on.
5. Update content
As well as producing new content, updating and refreshing old content will result in various SEO benefits for your business. This generally takes less time, work and delivers faster results.
When old content is updated, Google crawls the site more frequently. The more it crawls, the more likely your updated information will show up in search results after publishing, giving you a good chance to rank in search engine results.
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