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Christian Leborg
Search (Verb) – Optimisation (Noun)

Traction through search

The majority of all content online is accessed through search engines.

What are people searching for? People search to satisfy the need for a transaction for example, to buy a ticket; the need for information, such as the name of a book, and the need to navigate to find specific sites. Search engines are used by more than a billion people and drive an enormous amount of online activity. High-ranking sites or content make the search result more visible and create traffic and trust from users.

Why must you optimise your content for search engines? Search engines find it difficult to produce relevant results to a search when content providers use terms that are not familiar to users. Providers who use mixed messages or variations in language, and who don’t target people geographically will also produce low search results. When people find content valuable they tend to link to it and mention it elsewhere, this increases the popularity of the content so that search engines recognise it more easily.

How can you make your site technically searchable? Conventional search engine optimisation involves making content easily indexable by providing alt text or transcripts for images, videos, audio, plug-ins and search boxes. Create a structure that makes it possible for the search engines to trawl all pages of a site. Use keywords as part of the searchable content on your site: in the title tag, at least two to three times in the body text, as well as in the URL and the meta description tag.

“My rule of thumb is to build a site for a user, not a spider.” – Dave Naylor

How do you create content that is accessible? Popular keywords may not be specific enough since many content providers use the terms for multiple contexts. Less popular keywords may be more accurate and thereby more relevant. You can create more popular content by establishing a content strategy that determines your objectives, your uniqueness, what you want to succeed in and whom you want to reach.

Which strategies can you use to get people to link to your content? If you create informative and entertaining content, people will naturally link to you or share the content virally. You may also specifically ask someone to link to your content – they will often do that if you mention them or link to them.

What signifies a successful search optimisation? You can measure how much traffic comes to your site from search engines, as opposed to direct traffic or referrals. Track the keywords that are valuable for your business and see how they send traffic to your content. If the search terms are becoming less popular, you need to change course. The number of pages that receive traffic from search engines should rise as you work on both the technical and content aspects of your search engine optimisation.

Design a Company is just starting out and doesn’t do very well in rankings. The technical optimisation is in place and now I have to work on making good content and to get people to link to it.

Have you optimised your content?

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.