Todd Lohenry SEOHow to get found online is a critical question for anyone who has drunk the Kool-Aid around content marketing. Every day 200,000 new websites are launched and 2.1 million blog posts are written. How will you get found online?

In his article 6 Things Your Website Still Must Have To Get Found Online author Douglass Burdett lists six must-have features:

  • Page Titles
  • Meta Descriptions
  • Headings
  • Images
  • URL Structure
  • Mobile

Seriously? That’s all? How did this post get to the top of the search engine ranking page for the query ‘how to get found online’? While this is a good start, it’s only a small part of the overall picture as it really only discusses some aspects of on-page optimization and leaves out technical optimization and off-page optimization.

Technical Optimization

Technical optimization means that your site is fully optimized and open to Google’s indexing. At the very least it means that you’ve done the following:

  • Created a website on a content management system like self-hosted WordPress that is known for search engine optimization
  • Installed and fully configured the Yoast SEO plugin
  • Entered the site into the Google Search Console
  • Added a XML feed to the Google Search Console
  • ‘Forced’ Google to crawl the site manually to jumpstart the process
  • Used the data highlighter to make sure Google really understands your content
  • Tested for structured data, mobile friendly and Page Speed

Yesterday for example, I was working with a client in this area. He has a clean, minimalist WordPress website that was loading very slowly and by testing page speed, we were able to determine that the developer had used a background image that was over 8 megabytes. The site looked fine but without a technical assessment that included page speed, the client could have been penalized by Google even thought he personally had not done anything wrong. Implementing every idea in a great post like “Forty Things You Wish You Knew Before You Started Your Blog” won’t do you any good unless your technical foundation is sound! You must be sure that your site is fully understood by Google before creating the evergreen content that search engines crave…

Here’s the Yoast SEO plugin in action. See how it helps you get found?

Off Page Optimization

SEO consulting firm Reliablesoft defines off-page SEO like this:

“Off page SEO refers to techniques that can be used to improve the position of a web site in the search engine results page (SERPs). Many people associate off-page SEO with link building but it is not only that. In general, off page SEO has to do with promotion methods – beyond website design – for the purpose of ranking a website higher in the search results.” Source: What is off page SEO?

There are many different ways to do off-page SEO and this article from Moz lists over 21 that will give you some good ideas to put into practice.

How to get found online

As you can see, this is a much bigger topic than Douglass Burdett would like us to believe and includes not only the on-page optimization tips in his original article but also technical SEO and off-page SEO as well and you need to keep all this in mind when engaging in a content marketing strategy. If you’d like to be sure that your website is not hindering your efforts to get found online, I have an audit and analysis service that will give you the assurance you need to communicate confidently online. Use the form below to establish contact…