With limited time, budgets and resources, most digital teams in our industry focus the majority of their efforts on social media marketing and invest very little in search engine optimisation (SEO).
But given the importance of building a loyal audience, the ever-changing social media algorithms plus the statistics indicating more traffic comes from Google than social, it’s imperative to get the basics right.
Optimising‘s James Richardson has provided some easy steps to improve your on-page SEO when uploading an article to your website.
In an ideal world, you have full control over every aspect of your website and content. Back to reality, many sporting organisations are somewhat limited in the control they have.
Regardless of this, there are still many things you can do to impact the traffic you receive from Google – every little bit helps!
Write a strong Meta Title
Meta titles are displayed in the top of the browser and also appear as the headline in Google Search Results. They also have a strong and direct impact on ranking.
Ensure they are well written, engaging, and include specifics about what the content is about.
A great guide can be found here if you re after some further reading: https://moz.com/learn/seo/title-tag
TLDR: Keep your title to under 60 characters
Write an engaging Meta Description
Although not a Google ranking factor, a Meta Description is the text that users see on Google, and are a big factor in determining click-through rate (ie. whether someone clicks on your result, vs another on the page).
It’s important they are on topic, and also make the user compelled to click the link.
For further reading, a great guide can be found here: https://moz.com/learn/seo/meta-description
TLDR: Ensure it less than 300 characters in length and explains the content perfectly.
Use internal linking
Using hyperlinks to link to other content on the website is a great way to increase the number of pages viewed per session and time on site.
If there is an obvious spot that is relevant to link to another section of the website or a related story – create an internal link.
Internal linking also helps Google to more easily crawl your content and determine the importance and relevance of it.
If we can get all these things right we’ll increase visitors, provide a better user experience and have more of a chance of converting them into a loyal, long-time content fan.
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