5 ways to use SEO to get more visitors to your site
Major search engines try to deliver the best possible user experience by offering relevant info, so creating quality content has become a key factor in SEO success.
Quality, original, and relevant content
Since 2011, Google has rolled out a series of “Panda Updates” specifically targeting websites with “thin content.” With these updates, any websites with plagiarized, copied, keyword-stuffed, or duplicated content dropped down Google’s rankings. So how do you avoid getting penalized by Panda?
More than anything, it’s important to produce meaningful content that’s useful to users. Content must be unique, engaging, and valuable to visitors. Creating a good user experience is vital to ranking well on a search engine.
Your content offers value to customers and gives them a reason to visit and stay on your site. This helps sway decision makers to use your services over a competitor’s.
*Tip: A sign of low-quality content is a low click-through rate and/or a high bounce rate.If you notice this, consider rewriting the page’s content.
Think about keywords
Getting a lot of visitors is good, but it’s more important to attract the right kind of visitors. Make sure the people visiting your site are those looking for what you offer by using the right keywords.
For example, if you’re a hotel in Seattle and targeting the keyword “Seattle art museum,” you’re likely to rank lower because most people searching “Seattle art museum” aren’t looking for a hotel stay. Instead, modifying your keyword term to “hotels near Seattle art museum” will get you much better results.
*Tip: A hotel’s website should be optimized for their brand and location keywords. If your website does not include any brand or location terms, you probably won’t rank well for them. Also consider using nearby attractions in your keyword strategy.
When writing your content, we recommend selecting a keyword and building content around it. Google places a lot of emphasis on natural content, so don’t force a keyword to fit in. Instead, create content that sounds natural and logical. A list of recommended places to use keywords would be:
Meta title and meta description
H1 and H2 headers
Image alts (keywords on the picture can’t be read by search engines and must be placed in image alts)
Search engines also have a synonym feature, so you can create natural variant keywords that target the same audience. Including a few different natural variants is becoming a more common SEO practice, and should definitely be considered when trying to rank higher in search engines.
After researching your keywords, think about where you’re going to place them on your page. A page can be broken up into different parts like header, body text, sidebars, footers, and more. Google’s algorithm places more SEO importance on keywords in the body text and header over other page areas like the footer. That means it’s better to put your keywords in the header and the first 80-100 words of your body text.
While there’s no perfect length, a good page word count is 500 to 800 words. That said, a page with a larger or smaller word count can still have well-performing SEO. This is because search engines also consider content relevance and usefulness over length.
We recommend 500 to 800 words because you still need to describe your property to people who haven’t been there before – and convince them to book.
In fact, Google tends to favor longer content over shorter content, so filling out the basic who, what, where, and why might not rank you as high as you’d like.
For more info on SEO, check out our articles on the blog.