Don't blame the tools: master on-site SEO first
These days, I frequently receive PMs from users who are frustrated with their sites not ranking or converting despite their off-site SEO efforts. Having looked at their money sites and GSA projects, I found that many users miss the importance of getting their on-site SEO in order before focusing on off-site strategies like backlink building.
Why On-Site SEO Matters
1. A well-structured, error-free website is the foundation upon which your SEO strategy is built.
2. On-site SEO isn't just about pleasing search engines; it's about providing a smooth, enjoyable user experience. A site riddled with errors and inconsistencies will drive users away, rarely lead to any conversations and have a negative impact on bounce rates, dwell time, and thus rankings.
Common On-Site SEO Issues
- Poorly written content can harm your credibility and confuse your audience.
- A logical internal link structure helps search engines understand your site and improves navigation for users. If your site is on WordPress, use a plugin like ILJ to build your internal links automatically.
- Ensure your contact details, business information, and calls-to-action are consistent across your site.
- Basic HTML Errors can affect how search engines crawl and index your site. Run a site audit with Semrush/Screaming Frog spider to identify these errors.
Importance of Proper Translations and Local Adaptations
For those managing non-English sites, proper translations and local adaptations are crucial. Search engines favor sites that cater to the linguistic and cultural nuances of their target audience. Sloppy translations only lead into no conversions. I've seen sites with content of worse quality than Google translate produces. Even if there is traffic, this will never ever convert.
Before You Start Off-Site SEO:
- Conduct a thorough on-site SEO audit. There are plenty of tools, some mentioned above.
- Fix any identified issues, from writing errors to broken links and HTML mistakes.
- Ensure your site is mobile-friendly and has fast loading speeds.
- Ensure your site is hosted on an IP address matching your target audience. It's a ranking factor. A site targeting a Swiss audience hosted on a US IP will be ranked lower than on a Swiss IP. Can't find a provider? Consider AWS or Azure.
- Ensure your site is hosted on an IP address matching your target audience. It's a ranking factor. A site targeting a Swiss audience hosted on a US IP will be ranked lower than on a Swiss IP. Can't find a provider? Consider AWS or Azure.
- Create high-quality, engaging content tailored to your audience. Sounds like BS you read everywhere but it is a major differentiator.
- For non-English sites, invest time and/or money in good translations and local adaptations. Make sure our WordPress installation is in the right target language to avoid default English in URLs, buttons, contact forms, etc.
Backlink building is an essential ranking factor, but should come after you've optimized your on-site SEO. Don't be frustrated by lack of rankings or conversions if you haven't laid the groundwork.
This is not a rant but a heads-up to prioritize the basics before moving on to more advanced SEO strategies and blaming tools not delivering any results.