Expert Interview: Search Engine Marketing Do’s and Don‘ts
A website can be perfect, but if it’s not found by search engines, the site isn’t much use for your business. Online marketing and social media expert Felix Beilharz explains what you should consider on the topic of search engine optimization.
What is search engine optimization?
Felix: Search engine optimization—or SEO for short—is a way to be found easily on search engines such as Google, and be listed for relevant search terms as near to the top of the results page as possible.
What can entrepreneurs do to increase the SEO of their website?
Felix: Search engines such as Google operate with various factors, including the relevance of the website. For example, is the site programmed to be readable and accessible? Google also looks at the content, including where words and common search terms are their relationship between one another. Linking structures are also taken into consideration and checked for integrity.
Recently, Google looked at the behavior of a website’s visitors and whether or not they dwell briefly on a homepage or quickly return to the search engine. This “bounceback” rate can have a negative effect on search result ranking. Good websites must be found well: have high technical and content quality, have a good linking structure and keep users engaged with relevant content.
Are there appropriate tools or software that support SEO?
Felix: There are plenty of options, from download software to browser plug-ins, ranging from free to limited use and some require payment. Paid versions are usually better than free tools, but can also be quite expensive. Try using free software or a trial version initially. If that’s not sufficient and you decide you want to go deeper and achieve even better rankings, you should rely on professional software.
Which search engine optimization tricks should users keep away from?
Users should always stay away from tricks, because the name already implies that Google is to be tricked. This doesn’t work as well as it had in the past, because Google has gotten smarter over the years and notices when it’s being tricked. Google follows certain rules that define what is allowed and what’s not. Therefore, if you are uncertain whether a hack you want to use conforms with current policies, you should familiarize yourself with Google’s SEO policies. Things like hidden text or purchased linking can fail quickly and possibly decrease the result ranking of your website.