6 Key Areas of SEO You Should Know as a Business Owner

SEO Knowledge to Support You and Your Business
SEO Research Illustration

Six goals for better SEO

Make changes to your content and improve your authority with

  • SEO Tips for Writers
  • On Page SEO
  • Keyword Research
  • Click Through Rates
  • Technical SEO
  • Content Marketing & Page Rank

What is SEO?

Search engine optimisation will improve visibility of your business in organic search results.

👉 Your business will use SEO techniques.

SEO Considerations Illustration

What will I learn in this guide? 🤔
You will learn key information on how to make your website SEO-friendly.
How to benefit from better quality organic search engine traffic.
Let’s get started 😎

On Page SEO for Writers and Creators

One non-technical and specific area of SEO that content creators can focus on is on-page optimisation.

Focusing on web page standards will result in a better search engine rank.

Writing Illustration

5 On-Page SEO Tips for Writers

  1. Specificity
    • Write content on relevant, niche topics
    • Use keyword variations and long-tail phrases
  2. Simple and Unique
    • Ensure that your content is unique, readable, and straightforward
  3. Knowledge and Research
    • Research your topic broadly
    • Choose a niche
    • Concentrate on writing about relevant issues
    • Write from your audience’s experience and perspective
  4. Natural
    • Do not try to place keywords strategically or in-organically in your writing
    • Your key phrases and variants will appear inherently
    • Write better, more focused content as a creator
  5. Audience
    • Think of your reader first
    • Hook with your headlines
    • Tell a story
    • Stay on topic
    • Draw readers in and to the end

The Basics of On-Page SEO Standards

We will discuss meta tags, conversion rates and click-through rates later.

Let’s start with the basics of On-Page SEO.

Mozlows hierarchy of seo needs

Source: Moz

Page Title Tags

Particularly important to on-page SEO are your HTML Page Title Tags.

Your page titles are often displayed on SERPS (Search Engine Results Pages).

In turn, page titles, relate to CTR (Click Through Rate) too.

  • Each page of your website should have a unique and relevant title.
  • Every webpage title needs to accurately describe your webpage’s content.

Working on page illustration

Heading Tags

These are your page and paragraph headings.

  • Generally, a hierarchy of H1, 2, 3…
  • Each section of your page content should be subtitled
  • Segment further. In addition to subtitles and paragraphs, use bullet points
  • Readers will scan your page. Make this easier; use spacing, proximity and grouping
  • Segmentation will support simple reading and reduce reader’s cognitive load

Design Elements

On-Page Text

Yes, that’s right, I’m going to mention the actual text on the page.

If you want to rank for ‘blue widgets’ you’d better be talking about

  • ‘widgets’
  • ‘gadgets’
  • ‘gizmos’, and specifically blue ones!

Digital Design Coder

Link Anchor Text

Websites generally contain three distinct types of content: text, images, and rich media.

Websites also have links.

The main point of the World Wide Web was to share community data. This was achieved by hyperlinking pages together.

A hyperlink will have text, this is the anchor text.

When linking to other parts of your website, make the anchor text relevant to the linked page.

Don’t use “Read More” or “Home”. Instead, describe the link destination.

UI Elements Design

Page URLs

Make sure to specify the page URL, sometimes called a slug or permalink.

The slug is the address part of your page URL after your domain name.

When setting the URL slug, make sure it is short and easy to read.

Set a standard, use lowercase letters and hyphens to separate words.

Describe Images with Alt-Text

When using images, make sure to specify the alt text.

Vision-impaired users can then understand the context.

Search engines will read the image alt text too.

What’s Next in your SEO Checklist Bob?

You’ve completed your research, chosen your niche, and started writing to engage your audience.

What else do I need to know?

Education and Business

Keyword Research and Target Audience

Keyword research is the process of researching and gathering keywords related to your business, products, or services.

Firstly, you must know your subject matter.

Know your Audience:

  • Which questions do your target audience need answering
  • How does your audience search for answers
  • What exact search phrases do your audience search for

Team Working Illustration

The results from your research will affect your entire creative process.

When starting a new project, choose your niche carefully and pick the right ‘long tail’ phrase(s).

70% of Search Traffic come from Long Tail Keywords

Source: Raven

  • Keyword research applies to
    1. Content creation
    2. Advertising
    3. Knowing your audience
    4. SEO
  • Content creators can make use of Keyword Research in the first stages of ideation.
  • SEO, for any phrase, should start with Keyword Research.
    1. Know the keywords search volume
    2. Know the competition
    3. Know the keyword difficulty

Target Audience Illustration

Meta Tags – Click Through Rates and Key Business Values

Meta tags are a HTML tag that go into the <head> tag of an HTML document.

The two meta tags I talk about here are the ‘description’ and ‘keywords’ tags.

<meta name=”description” content=”I am the description of the page”>
<meta name=”keywords” content=”put, your, keywords, here”>

Now, these tags are relics when it comes to SEO.

I don’t care to complete the ‘keywords’ tag at all, in fact I don’t have one!

Test Results Score

The description however, although directly unrelated to SEO ranking factors, is still important.

Search engines will still use these descriptions as a snippet in their search engine results pages, SERPs.

Under your search engine link result, a snippet of text is displayed.

This is where you should entice potential visitors to click your link over others.

Website Infographic UI UX Design and Layout

Things like ‘Free Delivery’ or ‘In Stock’ are effective.

This will improve your CTR, Click-Through Rate.

Many of your Unique Selling Points, USPs, will affect CTR.

Differentiate your brand from the competition.

Structure and Technical SEO

As a business owner, you need to delegate.

You don’t need to know the technical details.

I am supplying you with a simple overview.

A search engine, like Google, will take into consideration, I would say ~400 metrics when its ranks your website.

This includes areas like technology implementation.

Meeting Together Illustration

Here is a quick list of things your team could consider Technical SEO.

  • JavaScript and code implementations
  • Schema markup/microformats
  • Server-side implementations
  • Cross-platform implementations
  • HTTP headers/compression/minification
  • Security standards
  • Load times, performance, delivery
  • Ease of crawling, linking, accessibility, broken links
  • Duplicate content, keyword cannibalisation and URL canonicalisation

Site Structure

Structure your site in a way that makes sense.

Meeting on Structure Illustration

A core aspect of every SEO strategy is analysing, organising, and improving site structure.

If you are starting a new project, begin by laying a good foundation and future proof it.

Think about how to categorise, group, and link your content.

Are you going to have a mega menu and footer links?

Think about taxonomies, categories, tags, and custom fields too.

Understanding the importance of structure will help avoid future structural changes.

If you keep changing your site structure, Google will never get to index it completely.

All this will support your visitor’s experience too, including Google bot visits.

Team with Wrap-Around Stats Screen

Content Marketing and Social Signals

Then Google’s Head of Search Quality, Matt Cutts, released this video in 2014.

Matt is saying that social signals do not affect search rankings.

However, authoritative links back to your content are important.

Gaining exposure through social media will encourage others to read and link to your content.

Links gained through content marketing, or otherwise, will make a difference.

Quality organic links will impact the traffic you get and the pages that rank.

Laptop with megaphones

Conclusion on SEO for Business Owners

What SEO do you need to know as a business owner?

What are the key areas for optimum SEO?

I’ve outlined the basics; but it cannot just be about SEO anymore.

The most important SEO key takeaways for business owners today are:

  • SEO is highly entangled with many other aspects of your business
  • SEO must be considered part of your entire business and marketing strategy

Discussing Design

At the end of the day, it’s about you and your business. Your people and your message. Your business process and operations.

Do you service your clients, customers, and audience needs?

As a freelancer, manager or owner, SEO is only one part of the working machine that is your business strategy.

And while SEO may be a small part of your business, it will have a massive impact across the board.

Bob James

👋 Hello! 👉 I am Bob James.

I am a Digital Marketing and SEO 🧙‍♂️

If you like the points raised in my article,
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