Great SEO tips from INC.com
- Avoid vanity keywords (simple, root keywords) and use specific, concrete keywords.
- Use Google's Wonder Wheel ( a visual representation of how Google groups keywords together). Google provides related search terms that brands can use as keywords.
- Use several iterations of the same keyword (competitive swimwear, competition suits, competitive swim team apparel, etc;).
Factors that influence search engine rankings (from MOZ)
- Content of page
- Page title
- Site URL
- Alt text.
Common SEO mistakes (from Accountingweb)
- Thinking too broadly about keywords
- Selecting keywords people don't search for
- Remaining unaware of what customers actually search for
Different ways to use keywords (from Wordstream)
- In a page title
- In a url
- In page copy
- In meta tags
- In image file paths
- In anchor text
Meta tags are one way to incorporate keywords.
2. Content creation
Key considerations when writing content (from BruceClay)
- Write for customers, not search engine crawlers
- Have a goal for each page
- Focus on keyword subjects
- Make keywords interesting and useful
- Aim for high quality.
Content do's and don'ts (from BruceClay)
- Write original and unique text
- Use keywords naturally
- Write short sentences and paragraphs with online readers in mind
- Use bulleted and numbered lists
- Use easily-scannable bulleted and numbered lists
- Include embedded images, video, and other objects that generate engagement
- Keyword stuff (overuse keywords)
- Try to optimize unrelated keywords
- Duplicate content pages
- Hide texts from users that search engines can see
- Webspam/ deceive search engines
Tips for writing content (from Blend B2B and Writtent)
- Make sure the title and meta title relate to the content/keyword
- Know which keywords you're ranking for
- Use simple content in body text
- Link keywords you want to rank for
- Include multimedia (photos, videos, polls, audio, etc;).
- Make content sharable and ask people to promote it
- Use numbers in headlines for more clicks
- Know the audience you're writing for well
- Create impressive headlines
- Use subheads so users continue reading
- Choose good font styles and sizes
- Write longer content with short paragraphs
- Use a conversational tone that also pairs well with keywords a user may search
- Use meta descriptions
- Use internal links
- Use the "find" tool to spot overused words
- Write call-to-action statements with powerful keywords
An example of a call-to-action that uses links and keywords.
Homepage SEO best practices (from Green Flag Digital and Yoast)
- Make sure the homepage loads quickly
- Use it as a launchpad for the rest of the site––point to internal pages with internal links
- Highlight important products and rank for long-tail or experimental keywords
- Make sure the page title focuses on the brand name or product
- Select a clear logo for branding and an opportunity to use keywords
- Fill out the meta description
- Use links sparingly
- Don't use too many photos or clutter the page with content
- Create textual information and taglines
Nike models a great home page with images, an organized menu, a distinct logo, a tagline, descriptive text with keywords, and a search box.
How TYR stacks up
As an ecommerce site, TYR uses many photos, internal links to other pages on the site, an ad slideshow, and videos. This rich content provides opportunities to raise engagement and use keywords in file names. However, the homepage does not include a tagline or any descriptive text, which can negatively affect SEO ranking. As a result, the company should place a tagline with a short sentence that uses keywords beneath the ad slideshow. It could also feature a call-to-action statement at the bottom of the page with links to a specific product. Furthermore, the homepage does not have a title, which is another opportunity for TYR to include keywords.
Dolfin––one of TYR's competitiors––effectively uses body copy and images together on its homepage. TYR can use a similar approach on its homepage.
3. Overall site SEO tips
BruceClay definition: "Siloing a website means grouping similar pages together, either structurally or through links, to establish the site's keyword-based themes."
Physical siloing: grouping through the directory structure.
Virtual siloing: grouping through the linking structure
Suggestions for changes
TYR physically silos pages with a bar menu. Although the company organizes this menu well, it does not make sense for the googles to have their own page, even if the brand is famous for quality googles. Instead, it should place it under the "equipment" tab.
The "Goggles" section can fit under the "Equipment" tab.
The site also uses virtual siloing through images and sidebards, but it could change its approach to video. Anyone who clicks the Ryan Lochte video on the homepage must view it in another page. Brands should never take users off the page when they view a video, so they should make the video play on the homepage.
TYR's Ryan Lochte video opens in a completely new tab instead of playing on the homepage.
Building a better 404 page
TYR's 404 page does not contain anything creative and looks very much like an error message. This page has so much more creative potential and areas for keywords within image file names, for search boxes, and links to other pages in the website. This will also keep users on the website.
TYR's website has a well-developed sitemap, yet a few key urls are absent: news and events, blog, and press. Since these pages feature a lot of content, it's important for them to have their own place in the sitemap so search engines can easily index them, which ultimately leads more people to those important pages.