Without website visibility, neither people searching the web nor search engine crawlers will be able to discover your important published content. Businesses need to take some specific proactive action to make their online content available and get it noticed. Web Visibility Optimization is an SEO practice that is recommended and encouraged in Google’s best SEO practices recommendations because it helps build a better site that engages visitors and enhances their experience.
Be aware of the practices that lead to poor visibility on the site. The topic of increasing the visibility of the site refers to working with all different types of web documents, whether it is an entire website, a unique web page, press release, blog post, published pdf. file or social media content, etc. Website visibility has a lot to do with linking practices, linking web documents, and how links between web documents are constructed. It is equally relevant how the web content of the pages is organized, highlighted, promoted and focused. The hyperlinks that point to or lead out of a particular document lead to relevance or link juice from one page to another to the target page. Establishing visibility for website content is a basic and critical skill set for SEO consultants.
Positive factors to increase the visibility of the site
- Good internal linking practices on websites improve search performance.
- Use absolute links versus relative links, although this is still being discussed by online marketers.
- Website publishing platforms that are consistent with W3c-compliant HTML coding practices (for example – WordPress that uses tags, categories and tag clouds for added visibility) are preferred and advantageous.
- Write well-constructed pages that break your content into priority sections, and include graphics or images.
- The most important content should be placed ‘above the fold’ near the top of the web page. Add weighting factors or attributes to highlight it, such as bold, italic, fact fonts of different type, larger fonts, etc. or header tags.
- Create interesting, friendly looks and descriptive title tags and meta tags for description that can lead to higher CTRs in search result page listings (SERPS).
- Well-designed call-to-action calls help guide visitors to the sales pages of your site.
- Avoid duplicate content penalties or page demotion by keeping title tags unique between web documents.
- Proper use of site maps, such as having an html site map plus submitting an XML sitemap to Google Webmaster Tools, opens existing and new content to search engines. (Some software card software programs automatically ping search engines when new documents are published.)
- Implement the recommendations of an SEO expert on search engine optimization practices that follow dozens of sound principles for creating a better site.
- Implement at least some top accounts on social media such as Google+, Facebook.com, Twitter.com and LinkedIn to create new opportunities to connect.
- Complete Google Authorization Selection to claim your articles written and posted on other sites.
- Add clear call-to-action that motivates visitors with attractive images or site graphics.
- Contact a linkbuilding specialist to create some inbound links to your website’s website and internal web pages referred to as deep linking.
- Submit only to high quality web directories, such as Business.com, BOTW.com. Also submit to high authority niche directories specifically for your industry or competition area as well as city directories.
- Create compelling content so that other people naturally link to your site.
- Use buttons or badges to share social media.
- If you sell locally, you can take advantage of Google maps and Google Places (transition to Google+ Local) to be listed in the 7-pack of local search results.
- Publish rich content with an elevated level of sophistication that goes deep into the topic matched with bullet points for readability.
- Keep your content fresh and updated regularly to prevent search engine crawlers coming back for more.
- Submit your content to RSS feed directories.
- Implement Google Analytics to see what gets noticed and promoted successfully.
- Pay close attention to specific keyword groups and then build on that momentum, which is easier than creating new momentum.
- Take advantage of the web silo task method by grouping content into sections and then continue to link from within this section, which can lead to earning Google sitelinks.
- Use mobile marketing and SMS advertising to attract mobile searchers.
- Publish a robots.txt file to invite search engines for specific content and block restricted content that you don’t want found.
- If your site is new, it makes sense to use paid search advertising as a solution until your organic placement begins to accumulate. Make sure the clicks go to a professional landing page.
- If you already have good traffic, use conversion rate optimization to make sure people are directed correctly and intelligently.
- Be consistent with your publishing of new content, both on-site and off-site.
- Create and post some videos on YouTube.com and optimize the surrounding text and title.
What contributes to poor web visibility?
- Having zero inbound links that lead to your site leads to poor visibility by the search engines.
- Avoid poor inbound linking practices, e.g. From poor neighborhood directories without authority or extremely minimal actual daily traffic.
- Do not engage in link links that falsely promote your content.
- Complex navigation bars or widgets that are virtually impossible for people to navigate without getting lost can lead to lost traffic.
- Cases where a site or site is experiencing site downtime due to a crowded server or server downtime due to being in a bad neighborhood by poor server site neighbors should be corrected.
- Having inbound links that lead from pages without contextual relevance to the landing page content.
Taken as a whole, these topics are very important for creating and establishing a highly visible site.