When you first make your step into the arena of search engine optimization (SEO), you might feel intimidated by the overwhelming volume of things you need to learn. This is especially true when doing SEO for law firms, which is very competitive. Most of the professional optimizers have been in this game for several years, continually gaining more knowledge as Google continues to roll out new updates every year. It speaks for itself that you have a tight learning curve ahead of you, and once you get past the learning stage, you will need to stay put with the new strategies and tactics being developed.
Before you even feel too overwhelmed, you need to understand that while search engine optimization involves numerous aspects, each of them is not particularly sophisticated. If you break down search engine optimization to its critical fundamentals, it is easily learnable. So what SEO fundamentals do you need to learn for a start? Read on to find out.
Before you can make your move into individual tactics and tricks, you will need to take a step back and get the bigger picture of search engine optimization. Search engine optimization aims to get your site optimized so that it received higher rankings on search results relevant to its niche, but everything comes down to improving your authority and relevance. Authority is the measure of how trustworthy Google perceives your website to be (and could be enhanced with brand mentions, inbound links, solid UI metrics, and high-quality content) and relevance is the measure of how appropriate your website content is for all incoming queries (which could be tweaked with content creation and excellent keyword selection).
After looking at the bigger picture, you will need to learn about page authority and domain authority and how they can predict your website’s search engine rankings. Here is a simple idea; your website’s domain authority is just a proprietary score of the extent of trustworthiness of your domain. It is usually calculated based on the quality and quantity of the inbound links to your site. The higher your domain authority, the chances are that the pages across your domain will rank higher in the organic search results. Page authority is quite similar but it is usually page specific, and it could be used to develop a link architecture which will strategically favor some of your web pages over others. Authority often depends on the volume as well as strength and power of your inbound links.
On-site optimization is essentially the common tactics, most of which are quite straightforward to implement, that are geared towards making a site more indexable and visible to the search engines. The on-site optimization tactics include aspects like optimizing the titles and meta descriptions to add your targeted keywords, ensuring that the code on your website is minimal and clean as well as providing ample and relevant content on each page of your website. On-site optimization could also include keeping your meta descriptions and title tags unique in addition to adding the right header tags on all articles on your site.
Although many professional optimizers consider content marketing to be a distinct strategy on its own, top SEO experts still view it as a necessary aspect of the entire search engine optimization process. By merely developing high-quality web content over time, you will easily optimize for all target keywords, build your website’s authority, and essential of all curate a loyal, returning audience base. When it comes to content marketing, you need to be well versed with the basics, at the very minimum, before you can move on with other aspects of SEO.
To some extent, "guest posting" which is a popular tactic used in link building, among other merits is merely content marketing that has been applied to the external publishers. The aim here is to create content on other external websites, building your company brand and personal brand simultaneously and eventually forming the opportunities for you to link back to your site. There are not many strategies that could be put to use when you are looking to build quality links, so there is not quite much for you to learn and understand in the long run.
You will naturally find it difficult making considerable strides in SEO if you do not have a way to measure your results. And besides just measuring your results, you will need to perform an analysis so that you can use this information to make sensible changes to your approaches. Google Analytics is arguably the ideal tool for this job, mainly if you are just new to the game of search engine optimization. You can take time to experiment with the various reports and metrics, and seek knowledge from Analytics articles. When it comes to metrics and analysis, there is quite a deep world for you to dive into.
Currently, specific target keywords are not as crucial for search engine optimization success as they were some years back, primarily because Google search is now fueled by contextual and semantic understanding. All the same, it is important that you differentiate between head keywords (short and high volume keywords) as well as long tail keywords (longer and low volume keywords and know how to utilize them so that they can guide the direction of your search engine optimization campaigns.
One of the most intimidating yet essential aspects of the many search engine optimization skills you need to master is technical SEO. The name should not intimidate you since a majority of the technical aspects of search engine optimization could be learned even when you have no website development or programming experience. For instance, you could quickly learn how to replace and update your website’s robots.txt files, and with the aid of online templates, you should quickly put together a sitemap effectively.
You must not necessarily have to grasp all these eight search engine optimization fundamentals, but they are the first aspects you should learn in SEO. Once they are under your belt, search engine optimization will appear more approachable, and you will be on your way to mastering the basics.