It is hard to imagine that there was a time before people “Googled” everything. There wasn’t always a search engine to lead you to the correct answers to your questions. Although my memory of life before the internet is vague, I do recall Encyclopedia Britannica being relevant prior to the age of Google and Bing. I was also jealous of my friends who had the whole collection since I saw it as quite the status symbol.
As with everything else, time changes things. Now our curiosities are satisfied through a search engine leading us to relevant sites. Not only that but they help users find stores, companies, items for available for purchase and so much more. The purpose of these search engines is to connect users to what they need. For search engines to do that best, sites need to be optimized for search engines. Search engine optimization (SEO) is based on several factors and there are many ways to tweak your site to increase its SEO.
First and foremost, search engines need to know your site is relevant to user search. Some may have difficulty finding your niche association so be sure to use diverse but fitting keywords. Headings and titles need to be included on your site and they should be terms users may enter when searching for your site. Also, think about using these keywords to optimize your social media sites. Make keywords on your social platforms consistent with those on your website for uniformity and to increase your SEO.
Search engines are also concerned about user experience on your site. They want to ensure that those that go to your site are finding what they need. Your site should be easy to navigate and safe. Internal and external links need to work properly and the site should not be loaded with ads. Search engines also factor high bounce rates into your ranking. Therefore, when creating keywords, be thoughtful and accurate since that will help keep your bounce rate low.
It is important to not forget to list the goals and objectives for your website and your social platforms. By doing this, you will be able to clearly measure your return on investment (ROI) and the purpose of your site and any other internal pages (blogs, articles, links). Consider if your main goal is traffic or if you have pages that will help increase conversion rates or product sales.
Remember that optimizing your website does require regular maintenance. Check your site every month to see how it is performing and how it is doing in terms of reaching your goals. Although this all takes times there really is little purpose in having a site up and running but getting nowhere in search and reaching users. Keep testing your website and change things up, if needed. How well is your Association’s site performing?