Optimizing a webpage to improve organic search results will improve click through from search listings and increase rankings. There are four steps to achieve this.
- Choose your keywords to focus on – The first step in search engine optimization is to take the help of Google Analytics to select organic keyword phrases to focus on in your efforts. These keywords will contribute to the business goals. You have to know how to use Google Analytics to map these keywords to existing pages on the site. Most of the website goals are either lead generation or online purchases.
- You have to prioritize your keywords – You can prioritize your keywords by assessing the difficulty of reaching good organic results. Before beginning to optimize a page, it is better to go through a shortlist of keywords mapped to a page and then prioritize them. You can take the keyword mapping that you have developed for a page you are optimizing and check the organic rankings and click throughs using a tool like Google Webmaster Tools.
- Check on whether the important content on the page is getting indexed – As you start optimizing a page, you have to make sure that all the important content on that page is getting indexed by checking Google’s `text only’ version of the page’s cache, Bing’s cache or using a page analyzer.
- Make sure the indexed text is unique – You have to make sure that the content on the page is interesting and unique. You can copy a portion of what appears to be unique text from the page you are going to optimize and search for it in Google with parentheses around the text. If you get many results in that search, you have to check the files to see if a large portion of the content is really duplicate or similar. Then, you have to rewrite the content or change it a bit in order not to compete with other sites for listings.
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