It’s a brave new Internet world, and search engine optimization changes
In order to stay on top of the search rankings, you have to be prepared to
adapt to the changes, employ new technology, find new tactics, and grow with
The days of “if it’s not broke, don’t fix it” no longer apply.
The fact is that when you look at a website now days, you have to evaluate it
with the mindset that everything is broken, that it isn’t working, and apply
new ideas to serve your customers better.
In this course, I’ll discuss some of these new trends, as well as glossing over
trends that still work, for the moment.
This is only a brief guide in the world of search engine optimization.
These strategies will change.
The best tool for 2017 and beyond isn’t hiring IT gurus or tech professionals,
it’s not some random website that promises results, is your mindset.
If you are willing to innovate, and continue to innovate, you will get the best
Those who take SEO tips at their face value will be left hopelessly behind the
pack, always employing strategies after they’ve become outdated.
So, as you read over these strategies and tactics, refrain from the mindset of
“I need to try that,” and instead ask yourself repeatedly, “How can I take this
idea and make it better?”
Think about how much the world has changed to this point, from having the
right URL to having the right keywords to using long-tail keyword loaded
The transition from static pages to blogs. The explosion of the Internet from
AOL to cellphone apps. The Internet is still very much an infant, and as it
grows quickly, many things will continue to change.
The idea that anything is stable in the current market is fiction.
Jumping right into it, we need to have a thorough look over your website from
the perspective of anybody but, well… you.
For starters, pretend that you are a user or visitor of your site…
- What does the navigation look like?
- Would you want to stay on this page?
- Is there plenty of meaningful information linked that wets your appetite
for information? Or are you simply looking at another business page?
If there isn’t anything of high value to your customers, then they aren’t going
to stick around, and they aren’t likely to convert.
- If your site is a product page, do you have a short, useful blurb about
each product paired with a picture?
- Is it easy to understand how to order products?
- Does it look like Amazon, or like Bob’s Bicycles?
Everything should be super easy. A four-year-old should be able to navigate
your website on a touch screen. There shouldn’t be anything that is even
slightly confusing. If there is, make a note of it.
- What kind of behind the scenes site architecture are you using?
- Are your pages well laid out and structured properly, or are individual
pages buried in folder after folder?
If you are still using frames, just don’t.
Try to minimize the page count and content. Make every page look roughly
the same so as not to disorient the reader.
Make your site architecture easy for spiders to navigate. This might be
something to discuss with the IT guy rather than tackling yourself.
- Do you have links out to relevant information?
- Do you have outside links at all?
Customers trust sites that give them lots of information quickly and easily.
Web crawlers like pages that link to relevant off-site content, and you will be
judged by where your links are pointed.
If all of your links are internal, you simply aren’t going to rank as high on
today’s search engines. Keywords are truly irrelevant when it comes to this
Figure out what pages provide the most value-added information to your
customers and link to them. Even if you are redirecting them away from the
site (you can always open the links in a new tab) they will come back to you
for more information.
Think about this like a news site.
Does your page load quickly?
Go to this site right now: https://tools.pingdom.com. Don’t think about it, just
do it. Key in your website and see how you rank against the others.
If you aren’t at least in the top 50%, then you are doing something very wrong
with your site’s layout or strategy.
There’s no gimmicks, no prompt to sign up or hand out your email address.
It’s a very helpful site, and it will analyze your loading speed quickly, and give
you tips on how to improve your optimization.
What does it look like on mobile? Mobile trumps laptop or desktop nowadays
in the modern age. All the time. Every time.
If your page isn’t any good on mobile, then it isn’t any good, period.
More users navigate to websites through their phones and tablets, and mobile
devices are consuming the market share that was once desktop only. This is
a trend, not a fad.
- How many people do you see using their phones?
- How many on a desktop?
As the trend continues, it’s important to make sure that not only does your
site look good on a mobile device, but mobile should be a priority over
Think mobile first, and build the site around that audience, then use the
extra monitor space to add more content for non-mobile users.
What does your website experience SOUND like?
More people are searching the web with their voice. They are listening to
websites, rather than reading them. They are watching videos instead of
Catch this trend early, and own it, and you will be on your way to a successful
2017 and beyond. You’ll stay a step ahead of the search engines, and you
will keep your spot at the top.
You’ve evaluated your website. Now it’s time to put a plan in place to change
it. Don’t pretend like this doesn’t apply to you. Unless you are already number
one on every possible search string, your job isn’t over.