First thing to do, before getting to the stages of search engine optimization tactics, is to understand the way that search algorithms work. In a nutshell, what the algorithms attempt is to rank each page based on how useful and important a page is for a specific keyword. This converts into how many incoming links a page has, whether it has interesting, exclusive content, and what kind of user experience the website provides.
The first stage involves an extensive analysis of the site traffic. This involves charting out the demographics of visitors and the keyword queries that were used to access the site. On-site visitor activity is logged to see what pages are visited, which ads are clicked on and how much time is spent on each page. All this is done using traffic analytics tools which are usually free and can be implemented simply by adding in one line of code onto a template.
Stage 2 is onsite SEO which starts with getting hold of a keyword list of all the relevant high value keywords that are being used and bid upon by competitors. This can be done by using a keyword generation tool. Again, there are many free keyword generation tools and they are all easy to use.
A big part of this stage is to improve the website in terms of the visual impact and ease of use. It’s best to get a designer to do it and make sure the graphics are optimized so that the page loading time improves. Also helpful here is to get a better hosting package and/or get a new web host. To further the visitor experience, add faq and help pages, along with a contact/feedback form.
The last stage is related to traffic acquisition activities such as link building. Link building has to be done keeping in mind the need for incoming links to specific pages that attract search traffic for a specific keyword. It requires a lot of experience to be able to figure out the best ways to go about it, and coordinate link building with content creation.
Internal linking is something that falls into stage 2 as well as stage 3. A good hierarchy of pages in a website helps visitors navigate easily between pages, and adds to the user experience in stage 2. It is also a key element in providing newly created pages with links that help the page move up in search rankings. In this regard, every new page should also get some external links, such as via social media or comments left on blog posts.
In summary, a website needs to get a complete makeover to make it more pleasing to the eye and easy to use. The content needs to be geared towards specific keywords, and has to be substantial enough to satisfy visitors looking for information. The last and ongoing stage of search engine optimization tactics involves a long-term traffic acquisition and link building campaign that works in tandem with the content creation process.
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