Managing your website SEO can be overwhelming if you don’t have a digital marketing team like Q4 to handle the minutiae, but if you’re running a B2B company, optimizing your website is imperative.
Here are a few easy things you can do yourself that will make a big difference in your search engine rankings and set the stage for converting more visitors to customers.
1. Page Titles
Do all of your web pages include titles and title tags? If not, that’s the first thing you need to fix so readers and search engines understand the page’s subject. You can find the title tags in the header code at the top of your HTML page.
Page titles look like this:
<html xmlns=”http://www.namehere” dir=”ltr” lang=”en-US”>
<title>Your Enticing Title Goes Here</title>
Leaving the space between the title tags blank is a common mistake and results in your page not showing up when potential customers search for your primary keywords. Write a title that catches a reader’s attention and includes your primary keyword.
Google displays up to 70 characters for your title, so don’t make them longer. Search engines can tell when you stuff keywords into content or tags and will penalize you by crawling right past.
Every page’s content is unique, so be sure to create unique page titles, too. Duplicate page titles make it impossible for web crawlers to differentiate from one page to another, so they’ll pass you over for a properly structured competitor’s site.
2. Meta Description
Every page has a meta description tag. Its sole purpose is to entice a visitor using a search engine to click your link. If your website has missing or duplicate descriptions it lowers your page’s search engine ranking, so it’s important to get into your content management system to optimize the description tags.
Meta Description tags look like this:
<meta name=”description” content=”One or two sentences,
that describe the content of this page.”/>
Follow these guidelines for an effective meta description:
- Keep it to 135-160 characters.
- Use an active voice with a call to action in the copy.
- Be sure it matches the content of the page, search engine crawlers notice when your tags don’t match the content and they won’t index you. That means you won’t rank.
- Make it unique. Don’t copy and paste your first sentence from your content and don’t use a description from any other page, even if it’s a similar product or service.
- Include your keyword so Google grabs it to highlight in search results.
3. Header Tags
Every web page uses headers the same way a newspaper does to structure content in a way that lets the reader know what is the most important content on the page. The header tags range hierarchically from <H1> thru <H6> with the most weight given to the H1 tags.
Header tags are one of the most critical parts of proper SEO formatting. They help search engines decide what’s the most relevant content associated with your targeted keywords so your page ranks and people who search for those terms can find you.
Header tags look like this:
<h1>Heading Containing Keyword Here</h1>
The H1 and H2 header should include the main keyword for the page, which is also the topic of your content. Subheads or H2 headers have a secondary importance, but their use helps show search engines that your content has meaningful value because of the way it is organized.
Include the main keyword of your page, which is the primary topic of your discussion, in the H1 tag. Tag subheads that fall after the main heading with the H2 tag.
These three easy fixes are a great way to start the journey to a healthy SEO campaign and will help Google and other search engines find your web pages. There are many more steps ahead, so if you’re interested in a deeper dive, we’d be thrilled to help you make the plunge. Contact us today!