6 SEO practices to improve your visibility

Did you know that 80% of web traffic begins with a search engine? Further proof, should any be needed, that web SEO is paramount for any website.

Good web SEO means having a strong position in the ranking of search results pages. This implies greater traffic, and therefore greater conversion. Today, we present 6 organic search techniques to improve the visibility of your website.

1. Use user data

Although we tend to think of SEO as a highly technical field, the real interest ultimately lies in discovering what your users want and need — and then delivering it to them.

The more your content addresses the needs of your audience, the more you increase your chances of internet users clicking on your articles, reading them, signing up to your newsletter, and/or purchasing your products or services.

Of course, to achieve this, you need to know what your target audience is searching for. And the simplest way is for them to tell you directly. Which they do.

Find the online spaces where your audience expresses itself and asks questions. This could be on platforms such as Yahoo Answers or community help forums. If you have an active Facebook page, there is a strong chance that your users will ask you for help directly, either via direct message or public comment.

Knowing the concerns, needs, and desires of your target audience will help you better identify the types of online searches they might make.

Google Suggestions also show you the most-typed searches based on the terms you enter — a source of inspiration, or even ideas for writing dedicated articles based on the questions that emerge from this technique.

2. Create and use dedicated pages (landing pages)

Dedicated pages (landing pages) are, as their name suggests, pages dedicated to a particular subject with a specific goal. The most common objectives for a dedicated page are, of course, to sell or, at the very least, to generate leads — i.e. to spark interest among prospects.

For an effective dedicated page:

• Choose a relevant key phrase
• Fill in the metadata
• Write between 500 and 2,000 words
• Pay attention to the design, making it clear, uncluttered, and attractive
• Add a call-to-action
• Remember to add relevant internal links

3. Repurpose your content

Content remains king in the world of SEO. This is why creating new content is unavoidable. But it can quickly become exhausting.

For a simpler approach, take existing content and repurpose it. You already have the information you need; the key is to present it in a new way.

For example, a blog article can be given a second life as:

• A tutorial video
• A white paper
• A PDF
• A podcast
• Infographics

Moreover, this is a perfect opportunity to extend your content to various social media platforms, depending on the form you give it. This creates traffic, and traffic is always beneficial for SEO.

4. Update your content

Just as valuable as repurposing content in different forms, keeping it up to date is a brilliant way to optimise your SEO.

Google loves fresh content. It is one of its criteria for search results. This is in fact why it now displays dates in results. While this is not an issue for every subject, most internet users will ignore content that is too old.

Updated does not necessarily mean new. You can simply vary your introduction, add further information, change the images, or include new infographics. The goal is to optimise the content and its added value.

Add "updated in: year of update" at the end of the title to let visitors know you have refreshed your article. It is also a good opportunity to appear in search results that include a date. Remember to change the publication date in WordPress too.

This is a very simple and effective tactic. Google favours in its results pages that are both well-established and experiencing high traffic. By updating the same page, you preserve its age while offering internet users refreshed content, who therefore return regularly to read the latest updates.

5. Add content to archive pages

WordPress automatically creates archive pages that group together, in particular, all the articles in the same category. These pages can benefit from a description written specifically for them. Be careful, however, not to repeat the same things from one to another, and to clearly differentiate your page descriptions to avoid falling foul of Google. We can never remind you often enough that Google detests content duplicated word for word.

Therefore, add a unique introductory text for each archive page. To do so, go to Posts > Categories and click on the title of one of the categories. The page that appears allows you to fill in several fields. The one we are interested in is the largest one, called "Description".

Furthermore, if you have installed the Yoast SEO plugin, you can use it for categories too. Add a meta description, title, and URL crafted for SEO purposes.

6. Think about latent semantic analysis

Abbreviated as LSA, from its English name Latent Semantic Analysis, latent semantic analysis is taken into account by Google when making its rankings. To explain the concept simply: it means that Google looks at the words that accompany your key phrases in order to understand your intentions.

Concretely, if the search engine finds the word "Orange" in your pages, it will not know whether you are talking about a colour, a fruit, or the well-known telecoms operator. Google can only understand you by cross-referencing this with the rest of your content. If it finds in your page the terms "operators", "telephony", "internet provider", "Free", and "SFR", Google will clearly understand what you meant when you wrote "Orange".

Along the same lines, Google takes synonyms into account. This means you can use synonyms to make your text clearer without repeatedly using the same keywords.

However, avoid excess by paraphrasing the same idea over and over across dozens of lines, thereby creating unnecessarily long and repetitive content. Just like the use of key phrases, latent semantic analysis is effective but must not become overwhelming. Think of the comfort of internet users by producing text that is fluid, clear, and readable.

Of course, these tactics are recommendations — approaches for optimising your SEO. They should be dosed and used according to the given context.

(Freely translated from Elegantthemes)

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