Using keywords properly
So we were just talking about website owners that once stuffed their page with any content they could find, regardless of the quality. When they did this, they also stuffed that content full of keywords they wanted to rank for. Keywords are the words that users enter into the search engine in the first place in order to find the information they’re looking for.
It used to be thought that the more keywords a website had, the better. And if that website could also include variations of a keywords (recipe, recipes, best recipes, easiest recipes, etc.) it was even better. But that is no longer the case. This too is another SEO scam that today Google will quickly squash. Remember, Google is focused on finding useful relevant content, so you should be focused on creating it.
The general rule of thumb today is that fewer keywords are better, and that any one keyword should not show up within text more than 3 – 5 times. Any more than that and it will appear to Google that the content is simply ‘keyword-stuffed’ and that content will be penalized.
Longer-tail keywords, meaning phrases that include 3 – 5 words, are also becoming more attractive to Google, so website owners should try to incorporate these as well.
Improve your page speed
Pages that take a long time to load won’t get Google’s approval when it comes time to rank them. Again, Google wants to deliver the best pages back to the user, and users don’t want pages that take more than three seconds to load.
There are many ways to improve a page’s loading speed including Google’s Page Speed, GTMetrix, and Varvy’s Page Speed Tool, to name just a few. While local business owners may be unsure of how to optimize their website, even when using these tools, a web developer or their web hosting company will be able to help.
The majority of users today are searching online through their smartphones and tablets. And as such, Google once again wants to make it as easy as possible for them to find and view the results they’re looking for. It’s been for a few years now that Google has given preference to mobile websites, but in 2016 they made it clear that those sites that were not mobile-friendly would be penalized.
Not only will your website not appear in Google’s search rankings if it’s not optimized for mobile users, but users that do manage to find it on their mobile devices may end up at a website that appears broken or sometimes, won’t even display at all. This can not only lose you search engine rankings, but potential leads as well.
In today’s world of web design, there’s just no way around it. Your website must be optimized for mobile search if you want to reach the most potential customers.