When it comes to the success of your website, you know that receiving a great deal of traffic is important, but the only way you will earn traffic is if your target audience can locate your website.
You put a great deal of money and time into your website, so it’s important that you receive the payoff of earning a great deal of traffic. In order to earn this traffic, you need to improve your site’s overall searchability.
Searchability refers to your website’s success on the search engines. For example, when you type in keywords associated with your site, your website should appear as a result on the search engine query. If you’re not seeing your website appear in the search engine results pages (SERP), then neither is your audience.
Search engines use tools known as crawlers or spiders to search the content on your site in search of keywords and other factors to help rank your website appropriately on their SERPs. In order to help boost your searchability, you need to attract these crawlers.
Luckily, searchability is something that you can improve, and by implementing the following tactics, you’ll help your audience locate your site successfully.
1. Add titles to your web pages.
Open your website and look at the top of the Internet browser. Does it say anything or is it empty? This is the title of the page, and if your web page titles are empty, it’s hurting your searchability. You need to make sure that all of your web pages contain titles that are relevant to that specific page’s content. Make sure to use descriptions that accurately represent the content, but be sure to keep it short. Lengthy titles will not boost your searchability as much as shorter titles. Changing or adding titles is something done through the HTML code, so be sure to talk with your web developer about adding this feature.
2. Keep your web pages short.
Some people have one or two pages on their website that contain a plethora of information. These pages are extremely long and hold a great deal of content. Unfortunately, when it comes to searchability, these sites don’t do well. Instead, it’s more important for you to have multiple pages on your website that contain smaller chunks of information. This way, each page can be tailored to specific keywords and topics, which can help improve your searchability. Search engine crawlers will rank all of your pages separately, not your website as a whole, which means that if your company has a page dedicated to your history and someone performs a search that inquire about your company’s history, the web page dedicated to your history will likely appear, earning you traffic. Once your visitors land on your history page, they can then move throughout the rest of your site and see what else you have to offer.
3. Add and receive links.
Links are important to your searchability. For example, adding links to valued websites that provide relevant information to your audience can help boost your searchability, and earning links to your site from other relevant pages is also extremely beneficial. This is why it’s important to add links to your website from other online sources, such as your blog, individual employee pages, chambers of commerce, or anything else that can help boost your traffic.
4. Create detailed links.
Search engines crawl links, but they don’t just look at where the link leads, they also look at the content inside the link. Too many websites make the mistake in using vague links, such as “click here” or “read more”, and while these tell your audience what they should do, it doesn’t add value to your searchability. Instead, be more descriptive with your links, such as “Click here for more information about SEO” or whatever description is necessary for your link. This will not only help your audience learn exactly what they’ll receive by clicking the link, but will also boost your searchability.
5. Add a site map.
Site maps are beneficial to both your audience and the search engine crawlers. A site map is a page dedicated with links to every page on your site. If your audience is having trouble finding the information they want, they can go to your site map to find the appropriate link and get right to their desired information. If your site contains multiple pages, it’s possible the search engine crawlers may miss a page or two, which could hurt your searchability. When you have a site map, the search engines can crawl the site map in order to ensure they crawl every page of your website, which will certainly boost your SEO.
6. Transcribe audio and video files.
Many websites have been adding audio and video files in order to break away from the mundane content and provide their audience with a more exciting way to receive information. While audio and video files may be more entertaining than reading website content, they can inhibit your searchability. It’s likely that your audio or video files contain keywords and other content relevant to your site, but search engines cannot crawl these files, which means the keywords and content being used in these files are not helping your site get indexed. Instead of missing out on the keywords, it’s important for you to transcribe your audio or video files and place the transcription on your site. This way, your audience can view the video or listen to the audio, and the search engines can crawl the transcription to help boost your searchability.