Search engines are constantly improving and updating, which means companies have to constantly change their SEO strategies. However, when companies are able to use the right SEO tactics on their websites, they’re able to improve their rankings in search engine results pages (SERPs). When they use the right tactics, they are also able to future-proof their sites against any future SEO changes. There are two different ways that companies can improve their SEO: through either technical or on-page efforts.
Long-Tail Keywords
Instead of the usually targeted keywords, companies can start utilizing long-tail keywords that are longer and more specific. Although long-tail keywords have lower volumes of search queries compared to their shorter counterparts, they can be very useful for businesses. With the help of long-tail keywords, companies can learn why consumers are searching up particular queries, instead of simply looking at what they’re trying to find. That’s because long-tail keywords contain more information on search intent since they’re a lot more specific. Thus when adding SEO terms, businesses can use long-tail keywords to add the terms used by consumers that most align with actions companies want them to take on a website. Long-tail keywords also make it easier for businesses to rank higher since they have less competition because of their low search volume.
Keywords in Image Alt Text
Alternative or alt text is a short description of any image, and it’s always been an important ranking factor for search engines. Alt-text is read out loud through screen readers for users that have visual impairments and adds context for users if any of the images aren’t able to load on a website. It can improve SEO efforts for businesses. That’s because with the internet becoming a lot more accessible, search engines have started prioritizing accessible websites. The best way to add keywords in image alt texts is to write a natural description of an image and then find a way to incorporate either the target or secondary keywords.
Keywords in Headers
When companies use keywords in their headers, they’re able to signal to search engines, as well as to users, that the content on their sites is aimed at the search intent behind the search queries they use. Similar to the way that tables of content provide users with more context about that content, keywords inside headers do the same for search engines. However, that doesn’t mean that companies should be forcing every keyword inside their headers, especially when they don’t make sense. It’s important to consider the user experience before a company decides when to include its target keywords in headlines. Businesses should always avoid keyword stuffing.
User Experience
Aside from the content on a website and the keywords used, companies also have to take the experience of the users into account to improve SEO efforts. Search engines consider plenty of factors when ranking a website, and one of the important ones is the time that users spend on a page. If search engines note that users are quickly leaving a website right after they arrive, it signals that the website doesn’t contain the content that users are looking for. One of the things that affect those rates is the time it takes for a website to load, along with the website structure.