SEO optimization for a new website
SEO optimization is a crucial factor for digital strategies. Yet it also carries risks, both in terms of the technical side and the content itself. Being well aware of common mistakes makes it easier to avoid them. In this article, I discuss common mistakes in SEO and provide insights into how to prevent or fix them.
Setting goals and KPIs
An SEO roadmap starts with setting clear and measurable goals and KPIs. Consider what the desired outcomes are for a Web site and how to achieve them. Goals involve increasing organic traffic, increasing conversion rates or improving the position of certain keywords. Based on the goals set, performance is easier to evaluate.
Target group analysis
An SEO strategy is effective only when the target audience is clear. Determine the target audience using demographics and analyze the behavior and needs of the target audience. Using this information, you can develop personas that guide content and keyword strategy. The website will thus tailor content to the user’s needs and search intentions.
Examine market dynamics and competition
It is also important to be aware of market dynamics, opportunities and threats. To do this, conduct a competitive analysis and market research. This way you are aware of competitors’ strengths and weaknesses, which can lead to new insights for the website. It also gives new ideas for a distinctive SEO strategy.
Technical SEO
Technical SEO is critical to a website’s success. It is the foundation of a website and not only makes your website rank higher in Google, but also makes it more user-friendly.
Website structure and architecture
Always make sure the website architecture is in order. The structure should be logical and easy to follow by everyone. The search engines should also crawl the structure easily. A good structure includes clear hierarchies, internal link building and a logical URL. This way, users browse the website pleasantly, while the search engines can also read the website properly.
Optimal mobile display
In addition, a website must have optimal mobile viewing and speed is important. Responsive design, short load times and image optimization make the website faster and reduce bounce rates. These factors also increase user satisfaction.
Safety
To improve SEO, a secure website is key. Security not only plays a role in user confidence, but also affects ranking in Google. Secure a website with HTTPS and implement security protocols that protect user data. This builds trust for both customers and search engines.
Core Web Vitals
Core Web Vitals helps measure the quality of user-friendliness. The vitals Largest Contenful Paint (LCP), Cumulative Layout Shift (CLS) and First Input Delay (FID) ensure that the website is not only optimal in terms of SEO, but also offers a smooth and fast user experience.
Keyword research and content mapping
Using keyword research and content mapping, you gain insight into the target audience’s search intentions. Those insights are turned into strategic content that is not only relevant, but also finds resonance with the audience.
Targeted keyword research
The first step in the SEO process, is to conduct targeted keyword research. This helps identify the target audience and what they are looking for. It’s not just the words themselves and frequency that matter; meaning and context are essential. This information shows in what ways content can provide value to the user.
Content mapping
With content mapping, content is tailored to the different stages of the customer journey. Understanding where the target audience is in the buying process helps create and display content that is relevant at that moment. It helps customers in their journey on the website, with the SEO specialist’s ultimate goal being that the customer buys something.
Relevant content
The content that is created should always match the user’s needs, or even go a step further. It’s not just about answering the questions. Create unique, useful, informative and engaging content that prompts the target audience to take action.
On-page SEO
In on-page SEO, the content on the pages is the most important, think titles, header and the content itself. Below I explain how an on-page optimal works.
To inform both users and search engines about the content of the page, title tags, meta descriptions and header are crucial. Not only should these sections contain keywords, the content should be interesting and provide a higher click-through rate from search results.
Use of images and multimedia
Images and multimedia enhance the user experience, if properly applied. Both format and quality should be in order. In addition, include alt text and descriptions to improve SEO.
Internal link structure
The website should have an internal link structure and easy navigation so that users and search engines move through the website in a pleasant way. Make sure each page is connected in a logical way and that the anchor texts are relevant.
Off-page SEO
Off-page SEO, on the contrary, focuses its strategy more outward. Some components of this strategy include linbuilding, social signals and other external factors.
Social media for SEO
Social media is great for increasing the reach and visibility of content. Make sure website content is consistent with content on social media.
Social media helps communicate directly to the target audience and increase accessibility, and thus traffic.
Local SEO and Google My Business
Local SEO and Google My Business are essential for businesses operating locally. Business listings should be up-to-date and SEO specialists should be actively involved in local SEO strategies.
What does this look like in a roadmap?
For a complete SEO roadmap, see my blog on the subject. Below you can find an overall roadmap for getting started with SEO for a new website.
Month | Actions | Required stakeholders |
---|---|---|
1 | Drafting the SEO strategy, technical setup, setting up Google Analytics & Search Console, initial keyword research | Web developer, SEO specialist, data analyst, content specialist |
2 | Developing website architecture, creating SEO-optimized content, setting up on-page SEO elements | Web developer, SEO specialist, content specialist |
3 | Implementing technical SEO, establishing a link building strategy, developing a content calendar | Web developer, SEO specialist, content specialist |
4 | Implementing a local SEO strategy, optimizing the mobile experience, publishing and promoting content | Web developer, SEO specialist, content specialist, social media manager |
5 | Analyzing SEO performance data, adjusting content strategy, refining link building strategy | SEO specialist, data analyst, content specialist |
6 | Performing SEO audit, optimizing conversion, evaluating/adjusting SEO strategy | SEO specialist, CRO specialist, Marketing manager |
Analyses and possible adjustments
Each step must be thoroughly analyzed and adjustments made where necessary. Data-driven decision-making in of great importance to SEO. Use analytical tools and insights to properly execute the SEO roadmap so that performance will continue to improve.
Google Analytics
Google Analytics is a good tool for monitoring a website’s performance and user behavior. Set the certain goals, track conversions and analyze user data. This indicates how users are using the website and what areas need improvement.
Google Search Console
Google Search Console is a useful tool for checking website performance from the search engines’ perspective. For ideal website SEO optimization, monitoring indexing, rankings and organic search traffic is very important.
Continuous analysis adjustments
SEO is an ongoing process, requiring constant analysis and making adjustments as needed. Analyses also provide new insights for new strategies. This could include content, link-building strategies or technical SEO.
Common pitfalls within SEO
In addition to the many benefits within SEO, there are also a number of pitfalls. Be aware of the pitfalls and avoid them by carefully executing the SEO strategy. Below I discuss the most common pitfalls within SEO.
An important part of good SEO execution, is identifying and using canonical tags correctly. In this way, search engines understand the preferred version of a page. Also, if possible, you can avoid confusing signals regarding link equity and important content.
Avoid over-optimization and keyword stuffing
Within SEO, finding the right balance is crucial. Avoid over-optimization and keyword stuffing. This can lead to a negative user experience, as well as lower search engine rankings.
Therefore, pick keywords that contribute to the quality of the content and ensure that the text is always easy to read.
Optimize mobile user experience and load time
To maximize the user experience on cell phones, it is important that the website works quickly and smoothly. Therefore, use a mobile-first approach. The user experience is best when the website works quickly and well on all devices.
Summary
For optimal application of SEO, it is good to know what the dirt pits are and how to avoid them. In addition, you must be constantly aware of new trends and developments.
Create a strategic SEO roadmap, continuously analyzing results and adjusting as needed. This not only optimizes the user experience, but also moves the page higher in Google’s search results.