5 Online Marketing Best Practices to Follow in 2020
Many searchers do not ever venture beyond the first page of Google results. This is why SEO is important as without it, there is little to no chance of ranking on page one. Following SEO best practices increases the visibility of a website in search and the chances of being found. Here are five SEO best practices to follow in 2020.
1. Create content that aligns with search intent
Google wants to understand and satisfy the purpose behind each query. People search for various reasons. They may search for information or for a specific website. They may be looking for a specific product, say, top-rated SEO courses, but a decision to buy has not been made yet.
A search might lead them to the website SEO for Growth, where they can see a comparison of different courses. Search intent is transactional rather than commercial if searchers already know what course they want to buy.
When creating website content, it must align with search intent. For instance, ranking for a keyword like “best SEO courses” means a searcher has not decided to buy yet. They are looking for blog posts or videos which will help them to make their decision rather than product pages.
2. Write a clickable title tag and meta description
The title tag is the headline that appears in the search results and it gives users a quick insight into the content. It is often the most important reason for users to click because they believe the content is relevant to their search. Google displays the full title if it is under 60 characters. The title should include a relevant keyword and be descriptive but concise.
The meta description appears below the title tag in the search results and is a brief summary of the content. This description does not directly impact rankings but it can entice users to click. Keep it under 160 characters, include target keywords, make it accurate and action-oriented.
3. Optimize page speed
Rankings will drop if a page takes too long to load because users become frustrated and move on to another result. Check page speed with Google’s PageSpeed Insights. View all the performance issues on the site that prevent it from loading quickly and fix them.
One of the ways to improve page speed is to compress images. There are various free plugins available to compress images. Lazy loading is a technique whereby images and videos are only loaded when needed and not at page load time. WordPress has a free plugin for lazy loading.
Other things that can help pages to load faster:
Delete unnecessary plugins.
Enable browser caching.
Reduce server response time.
4. Use internal linking and boost user experience
Internal links create an information hierarchy for a website and assist Google to understand the page content. Using them in the right way can boost rankings. One best practice is to add internal links from top-ranking pages on a site to others that do not perform as well and need boosting.
Google is interested in how users relate to the content on a page. Using relevant images, screenshots and videos can make content more appealing. Use popups sparingly as they can annoy visitors if they are too intrusive. Proper use of subheadings can make content more accessible to readers. Using white space can make content more legible.
5. Get more authoritative backlinks
Authoritative backlinks are regarded by Google as a vote of confidence. A high number of high-quality backlinks increases the chances of a higher ranking. One way to obtain such links is to analyze the backlinks of competitors in order to find quality link building opportunities.