Google is in the business of providing the best answers to user’s searches. There are certain basic SEO elements to keep in mind when building or redeveloping any business website. The basics of Google search have been the same for 20 years. They are just getting better at measuring and understanding the content and adjusting to improved technology.

Key High-Level Factors to SEO Success – (Solutions, UX, Credibility)

  • Solutions: Search has become more and more specific, and you should make sure you have a page dedicated to any solution (or search) you want to show up for.  The days of Home, About, and Services being enough for a website are long gone. You should have a page for each individual solution you offer that outlines what, when, how, and why regarding the specific offering. Google first wants to see that you have content on your site dedicated to that specific solution. Solutions may be individual products, services, types of customers, ways to use the same product or service, etc.  It may be all of those things.  The more individual pages you have dedicated to solutions, the better you will do with SEO.

A chiropractor isn’t typically going to show up for those searching for “vertigo chiropractor” if they don’t have a page dedicated to how they help with vertigo. 

  • User Experience (speed and structure): Speed is a given. Faster is better. Then design comes in. In SEO, we say the content needs to all be there, but the user only wants to read the 2 or 3 sentences that are important to them. This is more related to an individual page, but the site should be built with that in mind. Your site’s homepage should cover your “elevator speech” of the core solutions you offer.  It should then clearly and easily navigate to your important sub-solutions.  It is typically a good idea for the above-the-fold nav to start with solutions first, left to right. Though we like to show off our “About” information, it isn’t the first thing on the user’s mind. First, they want to know if you can solve their problem, then they are interested in why they should pick you. 
    • Solutions should be there in a digestible format. If you have 50 solutions, you need to break them down into logical categories, so you don’t present a navigation with too many options, making them confusing.
    • Pages closer to the home page (in terms of number of clicks away) have more SEO value, so lead with your most important solutions and then subcategorize if necessary. Links higher and to the left on a page have more value as well.
    • Often with SEO, the user’s first impression of your site is going to be one of these deeper specific pages. Keep that in mind and make sure to present to that searcher that you are the best solution and how the process will work for their individual problem. You also want to show your credibility (see below)
    • Site structure should be built in a clear and organized fashion, expanding with depth. This is a great write-up on it.

·      Credibility: Google measures this in many different ways. The most obvious are reviews, but they also heavily weigh if other websites are willing to link to your website (link building) as well as how much content you have surrounding your subject area. They call this topical authority. The more “helpful content” you have regarding your area of expertise, the more site credibility you have. They also give value to your website having clear contact information and address.