More than 15 years ago, simply using keywords on a website was the only way for search engines to understand the relevance of your site. Nowadays, search engines such as Google and Bing are much more intelligent and mainly try to provide the best possible user experience to internet users. They now pay particular attention to the way you write your content and use your keywords to see if your page is responding satisfactorily to visitors' requests.
By using keywords on your website, you can match the language of your site to the language your customers use when they search for you on Google.
Google is the intermediary between your site and the visitor. The goal of good SEO (search engine optimization) is to help Google understand your site so that it sees it as an interesting site for internet users and puts it in a good position in the search results. You can also increase your website traffic and better target your visitors to make converting prospects into customers easier.
Google is increasingly focusing on tampering or fraud attempts. A site that resorts to fraudulent ways to quickly get more traffic runs the risk of severe penalties, including blocking the entire website.
When writing for the web, it's important to optimize your articles by a range of keywords that link directly or indirectly to your niche. For a blog, each article should answer the precise questions that some of your target audience might be asking. By writing detailed articles and providing precise answers adapted to your market, you can reach part of your niche more effectively instead of writing really generic articles with no real added value.
In terms of your main website, the keywords should be specific to each level of your site according to the tree structure (eg Group, brand, range, product…).
Therefore, when an internet user asks Google a question, Google will direct him to specific pages that he thinks best respond to the visitors' request.
Regardless of the platform you use to create your content, it's important to use the correct keywords for each individual page of your site, rather than using a site-wide keyword list. And by optimizing the internal links of your website, you optimize the efficiency of your SEO.
Don't think of keywords individually, but keywords regrouped by theme for each page of your site.
A page devoted to a unique topic can of course be described by various keywords that answer the semantic field of the topic: this allows Google to better understand what the page is about and ensure that it is relevant and useful to the user.
For example: you decide to create an office furniture website. Don't just write your pages with reference to keywords such as 'office furniture', remember that your site will have sections 'management offices', 'welcome and relax', 'administrative offices', 'meeting rooms', 'chairs and sofas', etc. These keywords should be included not only for each section, but also for each page of content in each section.
The website may also feature a blog on current office furniture market trends with in-depth articles including groups of keywords related to any topic and type of audience you are targeting. For this, using long-tail keywords may be the way to go, because while they are less popular than more generic keywords, they are less competitive and represent a particularly high conversion rate.
Long-tail keywords account for nearly 80% of the traffic.
Think local SEO
According to a recent study from Google:
34% of visitors who perform a local search on their computer or tablet visit a store during the day.
This percentage can reach 50% for internet users who perform local searches on a smartphone.
Local SEO is great for not missing out on important clients.
When optimizing the SEO of your website, pay particular attention to:
The language you use when writing your content: it should be understandable for both the internet user and the search engines.
The quality of your content: it must be unique, specific and answer precise questions from your target audience by providing real added value.
The quality of the keywords that used for every page of your site: they should cover the semantic meaning of your content in a few words.
Your site's internal linking: By adding the right links in the right places, you guarantee the best feed of your pages: not only will you increase your audience, but you will also improve the credibility of your site.
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