Categorizing Search Engine Optimization as a business marketing strategy won’t exactly be wrong. It may raise a few eyebrows but that is what SEO is, in essence. SEO strategy involves working on the website or website content in such a way that the website gains a high search engine ranking. It is website optimization to gain organic traffic and subsequently improve search engine ranking.
We all know that people put their queries into a search engine. SEO strategy involves organizing a website’s content in such a way that a website appears on top of answers to public queries.
Technology, like everything else, is an ever-evolving domain. However, the pace of evolution in technology and everything associated with it is faster than anything else. Things change within months if not days and the same is the case with SEO strategy.
Search Engine Optimization has been known to be keyword centric. This is not the case anymore. If you wish to up your SEO game, you need to familiarize yourself with the current rules of the game. Keywords have not lost their significance but now the search engines look for keywords within a topic. Therefore, you need to start by optimizing the content of your website. Optimize the content around topics and then keywords within those topics. Such content is well received by a search engine, resulting in high search engine rankings.
If you are an SEO strategist you will be managing the website’s SEO on three fronts. You will be required to manage,
- On-Page SEO: As the name implies, it has to do with the optimization of the content that is “on” the website. Content that people read.
- Off-Page SEO: Off-Page SEO involves managing the external links, links from the Internet that direct to your website.
- Technical SEO: It involves the technical set-up of a website, which includes the website’s code. It is as important as the website’s content when it comes to search engine ranking.
It can be quite a lot to manage if you are operating a small business. Your SEO strategist may not have a big enough team to help navigate through all the above-mentioned SEO strategies. SEO tools can be a great help in this regard. It may not be possible to manage SEO for a big corporation as well without the proper SEO tools.
Another leap in technology is the development of SEO tools. These tools make the job much easier for those who wish to expand their presence.
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Some of the powerful tools that can help you expand your SEO strategy are highlighted here.
1. Google Search Console
If you are managing a website and not utilizing Google Search Console, you are doing yourself a great injustice. It is a free tool available for anyone who wishes to maintain his or her website. Search console provides statistics on a number of website features that help the SEO Webmaster in improving the search engine ranking of the website. Among its many features are the following,
- Checking any errors within the sitemap
- Determining and checking the crawl rate
- Listing website’s keywords relevant to search engine rankings
- Listing total clicks and impressions
- Showing manual penalties so that the Webmaster can take appropriate action
- Checking the website’s security
These and other multiple features on the Google Search Console are instrumental in monitoring a website and subsequently to the improvement of the web page ranking. If you wish to have a strong and all-expansive SEO strategy then you cannot ignore this tool.
Regular checking and analysis of a website’s backlinks are integral to the website’s optimization. Ahref has one of the strongest backlink checkers on the Internet. Web marketing specialists at OnlineMarketingGurus.com state that regularly checking your backlinks and ensuring that your website is not linked to any spammy or unhealthy links are essential. If Google finds your website has a lot of unnatural or spam links, it will penalize your website. No matter how hard you may be working on other areas of your website optimization, being penalized will result in your website losing out on search engine rankings.
This backlink checker tool presents information on a number of backlinks and referring domains, domain rating, and URL rating. It also monitors the growth and decline of backlink profiles. Detailed profile of the backlinks may come at a cost but this profile gives information on every page linking to your site. Other features of this extremely powerful SEO tool include,
- Domain-wide metrics
- Backlink anchor text
- Followed and no-followed links
- Inbuilt filters
- Linked domains
- Referring domains
3. Google Analytics
Google tools are free and not using them for your website’s optimization is akin to damaging your site’s ranking yourself. Google Analytics gives insights on users interact with your website such as session duration, bounce rate, etc. It also provides information on the source of website traffic. The poor performing pages of a website are also identified with the help of this powerful SEO tool.
Google Analytics has proved to be especially useful in enhancing the credibility of e-commerce websites. It develops an e-commerce report that tracks performance and sales activity. All the commerce-related metrics, such as revenue, are presented in Google Analytics’ report. The discrepancies can be identified through Google Analytics and used to improve the e-commerce website.
4. Ahref’s Keyword Explorer
If you can afford it, Ahref’s keyword explorer in addition to Google’s keyword explorer can give an extra boost to your SEO strategy. This tool gives thousands of keyword suggestions by accessing data not only from Google but also from a number of other search engines and popular platforms like YouTube.
Another great feature of this tool is that it refreshes the data every month, thus giving its user the extra edge required to get to the top of search results. You can also determine the keyword score of your keywords through this tool. This keyword score tells about the search engine ranking of your webpage on the basis of your keyword.
In addition, clicks metric, keyword lists and advanced SEO metrics are some of the other features of this exceptional SEO tool.
5. SEO Web Page Analyzer
This SEO tool can be used to tackle on-page SEO issues. The content of your web page is analyzed through this tool and errors like missing images or heading structures are identified. The accessibility and usability of a website are assessed by going through the structure and content of the website. This analysis is carried out in accordance with the characteristics that improve a website’s search engine ranking. A green tick, a red cross, and a question mark identify the features that are good, bad and require additional input respectively.
This SEO tool is an easy way to identify the on-page SEO issues that require work. The requisite tool can then be used to carry out an in-depth analysis of the identified issues.
It is essential to stay abreast of the ever-changing formats in the world of the Internet. Most of the businesses now require a web presence in order to thrive. Knowledge of these SEO tools is central to effectively manage your business’s web presence.
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