5 SEO Concepts for an Improved ROI
Most businesses have at least a basic grasp of SEO (search engine optimization). However, the more you dive into SEO, the more complex it can get. It’s not just about using keywords throughout your content in order to boost your rankings on search engines, after all. The following are five SEO concepts that you should know as well that could potentially help to improve your SEO strategy’s ROI (return on investment):
1. Off-Page Vs. On-Page SEO
SEO can be classified into two categories: on-page SEO and off-page SEO. On-page SEO refers to techniques used to optimize your SEO directly on your website, such as keywords, meta descriptions, alt text, title tags, internal linking, URL structure, and page performance (such as how fast your pages load). Off-page SEO refers to SEO optimization that takes place outside of your site, such as earning quality backlinks, writing guest blogs, building a strong social media presence, interacting with consumers on other forums and blogs, and more. Both are important to generating signals that Google and other search engines take into account when ranking pages.
2. Mobile Indexing
Almost half of all web traffic comes from mobile devices these days (not counting tablets). If you want to keep your mobile audience, your site needs to be mobile-friendly. However, that’s not the only reason to have a mobile-friendly site. Although Google used to rank your site separately for mobile SEO, this will no longer be the case. All of your ranking signals will now come from the mobile version of your site instead of the desktop version. As such, if your site isn’t responsive or mobile-friendly, it could hurt your rankings even for the desktop version of your site. 
3. Semantic Search
Google has continually worked to provide better query results by improving their ability to understand the context of user queries and the relationship between words. Semantic search allows Google as well as other search engines to understand natural language queries better. This means that Google will be more likely to understand what a piece of content is about if it’s in-depth and will be able to present it to more user queries as a result, whereas writing shorter content based around specific keywords will provide search engines with less context to work with.
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4. Page Segmentation
Search engines don’t just scan content for keywords, they also scan for the location of your content. This means that content that’s located in the main body text probably has more value in terms of SEO than any text placed in alternative positions, such as in the sidebars. Page segmentation is even more important now considering how mobile devices often hide parts of the page.
5. Featured Snippets
Featured snippets are short, fact-based answers that are presented at the top of Google’s SERP (search engine results page) when the user searches for a simple query. For example, if you perform a search query for the meaning of a word, a snippet from dictionary.com will be presented at the top of the page. The goal is to improve the user experience by providing answers to queries that don’t require the user to click on a link. If you provide a lot of content addressing common questions that are relevant to your business, this content could be potentially featured as a snippet.
These are five important SEO concepts that you should know. By understanding these five SEO concepts, you can greatly improve your SEO strategy, which, in turn, should help you to improve your ROI.
The landscape of the Internet is ever changing and Nicole has the energy and aptitude to keep Stevens & Tate Marketing out in front of the pack. She leads an enthusiastic team in strategic planning, development, search engine marketing, online promotions and advertising for the web.
