How much can your company lose if your Search Engine Optimization (SEO) strategy is poorly designed? 87% in profit loss! That's right, Asos learned this lesson the hard way. Their root cause was attributed to a poor site redesign. Asos released 200 locale-specific versions of their site which negatively affected their search engine rankings and ultimately their profitability. How can we build an effective SEO strategy? Let's review a few basic and advanced techniques to keep our SEO and profits in the right direction.
SEO Fundamentals
- Title tag - The most important SEO element is the <title>My page title</title> tag. The title's description becomes the pages title as shown in the search engine response page (SERP). The title tag may be up to 50 characters in length.
- Meta description - The 2nd most important SEO element is the <meta name="description" content="My description text up to 155 characters..." > The meta content becomes your pages description as shown in the search engine response page (SERP).
Advanced SEO
We can now add structured data (JSON-LD) to our content which has multiple benefits: 1) It is an opportunity to show additional search engine response data. 2) It provides rich and meaningful information about our sites. For example, the new Software app component allows us to list our native mobile apps within our search results (see Figure 1).
The following are just a few of the structured data elements available today:
- Articles
- FAQ
- Local business listing
- Products
- Software app
- Reviews
- and more structured data components
Need help authoring and validating your structured data? Google has a Structured Data Markup Helper and Structured Data Testing Tool to help assert your data is correct.
Auditing SEO
Will your site pass an SEO audit? Let's find out using Lighthouse in Chrome's Dev Tools (see Figure 2). Check the "SEO" audit option, run the audit, fix any errors, and your profits will soar!
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