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28 Jun 2015

How to: Improve Your Website’s Search Ranking with White Hat SEO

White Hat SEO is a combination of strategies implemented to improve your website’s search performance on search engine page results (SERPs), in complete accordance with ethical digital practices and the search engines’ individual terms, conditions and policies.

As opposed to black hat SEO, white hat SEO tactics focus on human audiences rather than search engines and help to maintain the integrity of your website. These tactics are often defined and bound by the world’s most commonly used search engine – Google. Therefore, not following ethical white hat SEO strategy may get your website banned from Google as well as other search engines!

Such a ban can affect your website’s traffic as well as actual business drastically. What’s even worse – once your website is banned by Google, there are very bleak chances of getting re-listed again, which means that not only does your entire optimisation work go down the drain but your business faces dire consequences and loss of reputation.

Therefore, the first step to creating an ethical, sustainable and profitable website is to learn and implement Google-approved white hat SEO techniques. Wondering how to improve your website’s search ranking with white hat SEO? Here are a few elementary SEO best practices for you to remember and follow:

  • Provide Quality Content: You can refer to several online keyword discovery tools to find the most relevant keywords and develop quality content ideas and enhancements around them. With the help of such tools, you can prepare a comprehensive list of long tail keywords and use them to generate fresh content based on the search queries that direct visitors to your website.Most importantly, Google gives high score to websites with fresh and regularly updated content, and adjusts search page rankings accordingly by matching them with specific user queries. So, if you keep updating your website with fresh and good quality content, you have better chances of ranking higher on SERPs than your competitors.
  • Implement keyword-rich and descriptive meta tags: Meta tags inform search engines as well as users about the contents of your web pages. Keyword rich meta tags help to describe your website’s page or part of the page in search results. Most often, Google picks up the first few words (usually 20-25 words) of your meta description as-is and creates an extended side link for your website. In other cases, it picks up relevant parts and makes its own little snippet.Use keyword rich description tags on any and every page where you expect search engine visitors.  While writing this description, use the most relevant keywords and their variations, which your target visitors might search on Google to find your website. Remember, the meta descriptions that you write for each page must be very specific and describe what a visitor may expect to find when they click through and land on those pages.
  • Have a good website navigation structure: After you have grouped your keywords according to their relevance and popularity, it will not be difficult to figure out which web pages are more important than others. Following the keyword hierarchy, arrange your web pages in order of importance, so that the pages containing the most useful and most popular user search query related information are highly visible and easy to find.Remember, search engines may show multiple pages of your website simultaneously and visitors may enter your website from various pages, apart from the Home page. Having a good navigational structure across your website will prevent users from getting lost on your website and help them find what they are looking for. Implementing a neat primary and secondary navigation along with menus, lists and interlinking between pages can drastically improve user engagement and interaction on your website. Websites with simple and organised navigation often witness more traffic and conversion.

White hat SEO can create a point of differentiation for your business and help you stay ahead in the game. So, learn and respect the rules of the game – Play smart but play safe. After all, it doesn’t really help to land in Google’s bad books!

Looking for an experienced White Hat SEO Specialist in Australia to take care of you website’s search engine performance? Visit www.s2m.com.au to find the best candidates.

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