Nowadays, the wider perception of an SEOs duties are often pigeon-holed into content creation or simply traditional marketing strategy. Though both of these aspects are important to the role of an SEO, there are still many other job responsibilities of an SEO that can help towards achieving the ultimate goal of the SEO, which is to improve rankings and traffic. In this Whiteboard Friday, Rand looks at the following:
1. Make your snippets better and pages serve that intent
Look at ways to make your result’s title, description and even URL more compelling to increase the CTR.
In combination with this, make sure your page serves the intent of that snippet to avoid Google seeing people pogo-stick to and from your page after not having their search intent fulfilled.
2. Improve the crawl-friendliness and pages-of-value-ratio on your site
Pretty much all large sites will benefit from increasing the crawl-bandwidth of their site. Look at your site architecture and make sure it as clean and shallow as possible to improve the chances of some of your deeper pages being indexed. Also make sure to cull pages that are not providing users with value.
3. Optimise page-load speed
While your page-load speed is only minimally rewarded by Google, the real benefit will be users staying on your site as the abandonment rates go up significantly with even an incremental delay in loading time.
4. Leverage your audience to help attract links, shares, traffic, endorsements, etc.
Anytime someone makes a point of praising you/your product/your company, let them know it means a lot to you, and it would mean even more if they were to tell someone about it. Don’t explicitly ask for a link, but just ask them to share their experience in anyway they choose whether it be by telling someone they know or posting it to their audience on social media.
5. Identify pages on your site that make people happy
Find pages on your site that have high engagement and low bounce rates but are not receiving organic search traffic. This is often due to poor keyword targeting. Revise what keywords the page should be ranking for and optimise it against those. You may even want to re-launch and market the page through social media etc. if it is a significant update.
6. Classic competitive link-building
Use an SEO tool to identify link targets. Rand suggests ordering them by how easy you think they’ll be to attain as to not get disheartened by rejection when going through the list.