Google changes its secret algorithm every year, which sometimes makes it seem impossible to make your website SEO (Search Engine Optimisation) friendly. And that while you would like to use a digital strategy that fits into the long-term vision of your company. We give you a number of basics that will keep your website SEO-proof in the long run.
Content strategy
The days when it was enough to flood your website with the right keywords and links are long gone. Google – just like your website visitor – loves relevance. Therefore, the user also loves Google. This immediately gives you the reason why the Google algorithm is adjusted so often. In a digital environment, everything happens at lightning speed. As a surfer, you want to be ‘on the right wave’ immediately. And that is only possible if you get relevant search results. If you want your website to transcend the issues of the day, it is best to outline a content strategy to make your website SEO-proof.
What is relevant?
The key question! Who decides what is relevant content? The “searcher” or Google? The answer: often it’s a trade-off.
Relevance is about much more than keywords that are found on your website. Because you are not the only one with a website offering your product or service. And coincidence or not, your competitors are using the same keywords as you. So you will also have to distinguish yourself in another way.
The best students in the class are rewarded by Google with a place in the front row. So an SEO-proof website is a mix of relevant content and user experience!
Get your story told
At Dazzle , we resolutely opt for inbound marketing and there are very many good reasons for that. For starters, traditional marketing is passé. The screaming advertisements are getting everybody’s attention. Moreover, an inbound marketing program means that you invest in relevant content. Content so you (yes!) are found in Google.
With inbound marketing you do much more than just throwing around some keywords. You provide unique content that really matters, where your website visitors can actually find something, not just once, but on a regular basis. Why does Google like that so much? Because in this way your content is not outdated, for example, and because that content is unique and not a duplicate of a ‘friendly’ website.
But mainly because Google continues to track the behavior of your website visitors. Does your visitor leave immediately? Or does he stay a long time on the page in question and perhaps even click through to other pages on your website? If you score here with your visitor, you also score with Google. The fact that your visitor sticks around means that the search result was relevant. In other words, we can’t repeat it enough, fresh, relevant and unique content is SUPER important.
Usability above
But content alone won’t get you there. The content of your pages may be relevant, if your website is not user-friendly, your visitor will turn away. And there too, Google is lurking around the corner. In other words, you have the choice between double profit and double loss.
What is decisive for a good user experience? A fast loading time, among other things (internet critters are impatient creatures). But also a clear navigation (a good web design) and above all:Â make sure your website looks great on mobile!
Go mobile! Go social!
Is your website not responsive? Then it is hopelessly outdated. Sounds harsh, but it is the reality. You will go backwards in Google rankings, but you will also lose a lot of potential visitors (and therefore potential customers).
Research shows that there are more mobile users than desktop users and that these mobile users also spend more time online. You can only grow online if you have a website that also offers the ultimate user experience for mobile users.
Those users, by the way, are not only going mobile, but also social. Content discover and even searches are increasingly done via social media. So make sure you jump on the right bandwagon in time!
Digital strategy
Do you think this is hard work? Then we have not even mentioned how best to set up a digital strategy. Because keyword research is one thing, knowing how to interpret this research and compile the most optimal route with it is another.
In addition to the right keywords, you should also ensure that your website contains convincing meta data and catchy titles. Check it out!
Then we would like to tell you that in the context of relevant content it is best to write out your buyer’s journey in advance. This will help to ensure that every step on your website can be traced and that you always serve your target audience the best possible content.
