A Comprehensive SEO Overview to Improve Site Authority

This comprehensive SEO overview will outline what SEO is in 2021 and what areas you should focus on to improve your website’s authority and rankings.

A Comprehensive SEO Overview

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What is SEO? 

Search Engine Optimization or SEO is the process of improving the rankings of your website on search engines.

You probably already know this much, but we’re going to provide a complete SEO overview of the importance of SEO and what areas you need to focus on for 2021.

Optimizing your website means following the search engine’s rules that add value to visitors. SEO consists of many techniques that help you gain organic traffic and increase the position in SERP. It is also fast paced and ever evolving.


In some way SEO has become more complex over the years, as it has moved from old practices of churning out content and building links. Today, SEO relies on quality over quantity.

It is focused around brands who have built authority, and relevancy to the searcher’s intent.


These two things are important because they tie directly into the…

Importance of SEO for Digital Marketing

In terms of digital marketing, SEO needs to:

1. Grant Visibility

One of the most prominent uses of SEO is granting visibility online.

It means that prospects can find you when they search for soothing that you might offer. The visibility of your website has a direct relation to your search engine rankings. 

The higher ranking you have on a search engine, the more likely it is for potential customers to find you. In this regard, you have to up your SEO efforts to gain visibility for more visitors to click through your website. Visibility is an essential aspect of SEO when you consider that most clicks do not go past the first page. 

2. Organic Web Traffic

Another primary goal of the SEO overview is to increase and drive organic web traffic to enhance visibility and rankings.

Consider that most searchers prefer only the first page, and the top five listings gain the most clicks. Suppose you want more prospects to find you through search engines. Then you need best practices of SEO to earn you a position in the top five rankings and, ideally, the number one rank. 

3. Creating Better User Experience

Today, SEO is all about giving a better user experience for enhanced engagement. Small business web design experts do their best in providing the design and website esthetics for users. The more effort you put into creating content and optimizing on-page features, you increase your website’s usability. In turn, it creates a seamless experience for your visitors. 

For instance, if you increase site responsiveness, you will make it usable for both desktops and mobile users. Similarly, increasing page loading speed enables your visitor to stay on the page for long and decreases bounce rate. In short, you have to offer a better site experience to your visitors to keep them engaged with your brand. 

To create a better user experience, you can consider working with an experienced web designer. By doing so, you can make your web pages load faster, improve navigation, and enhance your website’s mobile functionality. Make sure you hire a web designer from a reputable agency, preferably with experience designing websites in your niche.  

4. Improving Site Authority

The concept of authority is a recent idea that has gained popularity.

Site authority has become vital for search engines because web users consider it essential. Authority means your site has relevant, high-quality, and valuable information that deems it trustworthy. The higher the site authority results in higher rankings and more prospects to trust your brand. 

Therefore, you should consider introducing facts in the form of statistical analyses, clinical studies, graphs, charts, and other related information. You can also upload videos of your brand and people in action, showing how you live up to your company values and culture. If you’re a blogger, be a thought leader by sharing expert tips with your audience to make an excellent impact. 

5. Achieving Business Goals

The ultimate reason SEO is essential is to help you fulfill your business objectives and goals. SEO helps you build relationships, bring more traffic, increase authority and enhance customer experience. SEO helps your brand gain a competitive edge to drive more sales and more growth for your business. 


Ultimately your goal is to gain visibility through SEO and to do it you need to focus on your brand and your customers’ experience.


Let’s take a look.


SEO Overview of Best Practices


1. Create High-Quality Content

SEO relies on content to promote and gain visitors. Create high-quality and unique content for your prospects. Always avoid duplicate content and consider only legit practices of SEO. Avoiding duplication goes to all parts of content, including blogs, landing pages, meta tags, title tags, product pages, image alt-text, etc. If you plan on publishing a page on your site, you have to make sure it is 100% genuine. You can follow the no-copy rule in blog posts, but it gets tricky for an e-commerce site. However, creating unique content is worth the effort in bringing value to visitors. 

2. Conduct SEO Tests

When was the last time you conducted SEO testing? Many website owners overlook this step. Conducting SEO testing is a must if you want to know what content and changes on your website drive the most organic traffic on your website.

SEO testing encompasses running different experiments to enhance search engine optimization performance. Knowing the basic and advanced SEO testing techniques will help you set clear goals and attach them to the right key performance indicators (KPIs), including organic traffic.  

One type of SEO testing is serial testing. It involves changing all web pages on a website to observe the result. Another way to test your SEO is through Split or A/B testing, wherein some pages are changed (variant group) and compared to the unchanged pages (control group).


3. Use Long-Tail Keywords

Another best practice of SEO is to use keywords in your content a handful of times. Keywords enable search engine crawlers to read the content and determine its relevancy for rankings. Keyword research is the method to select the right keywords associated with your brand. Choose the ones with low competition and high yielding results, and better use long tailored full-phrased keywords. 

The placement of keywords is also a factor to gain better rankings. Use keywords in the title, a few times in the body, and any sub-title. Take care in keyword placement, as it may seem stuffed if you force too many keywords in the content. Keep your keywords naturally and integrate them into content accordingly. 

4. Optimize Page Loading Speed

Optimizing page-loading speed is another best practice and a high-ranking factor. As a rule of thumb, users prefer a page loading speed of 3 seconds or less as desired. Any more than 3 seconds makes a visitor leave the page, thereby increasing the bounce rate. Bounce rate is a critical ranking factor that severely hurts your SERP positioning. Optimize your page content, images, design, site structure, and other factors to increase page-loading speed. Regular page audits will give you areas of improvement that help you optimize your page loading speed. 


5. Track Your Results with Google Analytics and Search Console

Google Analytics is a free tracking tool offered by Google that helps you track your search engines’ progress. It shows you the number of visitors you gained and gives you the report daily, weekly, monthly, and annually. 

Besides Analytics, Google offers another tool called Search Console. Search Console is a dashboard that lets you know the progress of your site in SERP. 

6. Link Building

Another factor in gaining ranking is SEO link building. Links have two types: internal and external. Internal links point to pages within your website to keep a visitor engaged with your offered content. External links are the ones you link to other high-authority and industry-relevant websites. Gaining quality external links set your website as reliable and trustworthy for readers while endorsing the content as sharable. Sharing content on social media is also a means to gain endorsement from industry-relevant experts. 

7. Leverage Social Media

Social media is a great source to share your content and increase visitor traffic. Social media’s beneficial feature is that it sets your post’s visibility according to demographics and other niche factors. Social media plays a significant role in bringing the right audience to you.

For a More Detailed Guide to SEO in 2021 that covers the following points, click here:

  1. Resolve technical issues
  2. Optimize your website for the “core web vitals”
  3. Schema markup should be implemented
  4. Create quality content
  5. Use EAT signals
  6. Link building with quality
  7. Increase your local SEO efforts
  8. Seek out SERP features


Final Word

This post is intended to be a comprehensive SEO overview to help guide you to the most effective techniques to boost rankings and authority in 2021. Using these techniques and best practices, you can increase visibility through SEO and gain relevant visitor traffic. SEO helps businesses accomplish goals and objectives that include brand awareness, conversions, sales, etc.