Not only is a fast and efficient website important to ranking on search engines, it’s equally important for the website to include quality, search engine optimized content. Search engine optimized articles used to be loaded with as many keywords as possible. At times, the writing seemed irrelevant and forced, but quantity was the name of the game. Then, Google’s Panda algorithm came on the scene in 2012, and everything was turned on its ear.
The new algorithm was dedicated to providing credible search results. Webmasters needed a new tactic. Almost overnight, they turned their focus from quantity to quality content.
Nowadays, the challenge with content is optimization, but not over-optimization. Keywords must be used, but not in contrived ways. Here are a few tips for optimizing website content.
1. Basics still matter
As content has evolved, some people have gotten away from some very important basics such as meta descriptions. Sure, they’re not as important as they used to be for incorporating keywords, but they are critical for presenting a call to action. If meta descriptions are neglected, Google will populate them with random text from the page.
Be proactive and craft meta descriptions to encourage users to click on strategic links. For example, let’s say that a company sells hammers. The example below shows what would happen if the meta description was left empty and allowed Google fill in the blanks. Blue is the title tag, green is the domain, and black italicized text is the meta description that Google might create.
Harvey’s Hammers
www.HarveysHeftyHammers.com
hammers come in various materials and sizes. Depending on the nature of your project, you may want….
It’s clear that Google’s meta description is a random phrase from the website. It begins mid-sentence and cuts out mid-sentence with no pressing call to action.
The example below illustrates the result of crafting a custom meta description.
Harvey’s Hammers
www.HarveysHeftyHammers.com
Do you want the best hammers in the industry? Click now to browse quality, affordable hammers.
The first sentence makes an emotional appeal and the second moves readers to take action. Use meta descriptions to mobilize potential customers.
2. Help visitors
Help site visitors in any way possible. If there is a good construction-related resource to link visitors to, do it. This shows readers a willingness to help them and shows search engines that the site is an expert on construction-related topics and external resources.
3. Make the most of images
Everyone liked picture books as kids, and they still do as adults—just in a different, web-based way. Most people will tolerate small blocks of text, which they quickly skim through, but eyes are drawn to pictures. Include high-quality, optimized images on a website, but not so many that the page load time gets bogged down.
If an original photo is 3,000 pixels wide but only a 500 pixels version is needed on the website, downsize the image before uploading it. Otherwise, visitor devices may be subject to having to load the other 2,500 pixels unnecessarily.
Additionally, compress images before uploading them. This gets rid of superfluous meta information like the date and place that the image was captured. The file size will be smaller, which will increase load time.
A well-crafted website is critical for success in the construction industry, and optimizing it well can make all the difference in the amount of traffic and conversions that a website brings in.
