1. Onsite is a huge part of any SEO campaign. If a file is mislabelled, duplicate, or filed in the wrong spot, you aren’t going to know where to put it. Google uses your title tags, meta-descriptions, content, and h-tags as little labels for your site and knows where to categorize it based partially on that information.
Do: Title Your Site
There are a plethora of free tools you can use to give yourself a clear idea of where your site is, and what needs to be improved. Seo Site Checkup is full of great free tools that will let you explore the keywords and tags that your site is giving off. For a more general free tool, you can plug your site into Screaming Frog. It will give you a complete run-down of what sort of issues your ‘onsite labels’ are having, and allow you to look at them without wading through mountains of information.
Don’t : Ignore the Importance of Onsite
While user experience is the most important facet of any site, ignoring technical/mis-labelling issues are all too common, and that has big consequences for rankings, and of course, traffic. While putting up valuable content should be a huge focus for any site wanted to attract visitors, title tags are the second most important factor for onsite SEO. They are the label to the folder that is your content.
2. Who are you? Is your brand well presented online? Do you go by a single name, or are you all over the place? If someone read your blog, would they know what you do?
Do: Consistent Branding
Consistent Branding is huge for both onsite and offsite SEO. Onsite, putting out a consistent message and brand name is vital, you should at the very least, rank for yourself. If someone reads your informative, linkable, blog, they should be able to know what you do and what niche you are in. While you can give these messages off with visual cues, words will speak volumes more to Google.
Don’t: Specialize Too Much
Natural content and ‘labeling’ obviously need to funnel towards a central goal, but stuffing in the same exact phrase over and over will not give you the same results as a natural varied focus will. If someone blogs the phrase ‘chocolate chip cookies’ over and over, you will get the idea that chocolate chip cookies are what they are trying to say, but they won’t rank for chocolate chip cookies. If they had instead made their blog about chocolate chips, cookies, cookie, baking, desserts, and warm blissful, fresh-from the oven cookies, it looks infinitely more natural, and promotes traffic from a variety of key words. Natural, intuitive is the key to content/label success.
3. Keeping a happy medium when building an internal linking structure will allow for users to browse your site easily, push the power of external links through-out your site, and help superpower pages with more value to you and your users.
Do: Brag Onsite (Internally Link)
One to two links in your content to another piece on your blog that may provide more context to the topic you are discussing, and externally linking can help your content be more informational. Internally linking where it is natural and contextual will also help pass the ‘power’ from any external links. If you have a particularly popular post, editing it to link to other internal posts (if the URL is the same) will keep readers on-site, and improve your rankings for the internal pages.
Don’t: Isolate Yourself or Stretch Too Far
Find a happy medium while setting up an internal linking structure. Make sure all your links make sense, and go somewhere the reader will want to go. Abandoning all links will isolate your content, put a huge damper on traffic, but if you put too many, they may not make sense, or could come across as spammy. A good way to avoid poor links, is to make sure that the anchor text and content give enough clues to the reader that they have an idea of where they are going, and want to go there. There are a ton more commandments for an on-site linking structure, but making it natural and helpful will give you the best results.
4. Guest posting on niche specific blogs is a great way to gain ever-green external links. You have a mountain of knowledge in your field; sharing it on other blogs will give you more authority and give you an easier way to gain ever-green focused links.
Do: Guest-Write for Your Colleagues
When you look for blogs that will be receptive to your information, look for high quality, niche specific blogs. Make sure that you get a link back to your own either in the content (if you clarify more on site) or in your bio. Bio links don’t have the high value of content links, so try more for content links.
Don’t: Ignore the Potential of Smaller Sites
While looking for high quality sites to write for, you may find a few sites with lower traffic or metrics that don’t meet your standards. This does not mean that they are not high quality. If there is lower traffic, or metrics, look for consistent updates, reader-loyalty; look for signs that the site is well cared for.
Don’t: Duplicate Content
If you wrote it on your site, don’t send it out to another one. Duplicate content is not good, and is punishable. Plagiarizing yourself is a dangerous practice, and could get you black-listed. If you must, quoting yourself is fine, and syndication, if done correctly, could be helpful.
5. If you can afford it, a little professional help will go a long way. An onsite audit or hiring a freelance writer who specializes writing content for SEO purposes would give you a great base to expand from.
Do: Consider Getting Help
If you are completely lost, investing in some seo training for yourself, or hiring someone else to take a look at your site will give you an ever-green base to work off. Some knowledge can only help.
Don’t: Go Beyond Your Current Needs
If your site is on-brand and informative, putting all of your eggs into SEO may not pay off. While SEO is a valuable tool that will increase your visibility and traffic, if a majority of your customers do not use the internet, it may be worth it to prioritize your efforts elsewhere.