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6 SEO Tweaks That’ll Make Your Website More Visible On The Web

6 SEO Tweaks That’ll Make Your Website More Visible On The Web featured image

SEO is a fine art. Go too far, and you might get penalized for suspicious ranking practices. Factor in SEO only slightly, and your website may never rank.

But when you find the right approach… SEO adjustments can attract more visibility to your website—and help you get a better return on investment (ROI) on your digital marketing dollars.

Let’s take a closer look at what website visibility is and why it matters. 

We’ll also share six SEO tweaks for website visibility that you can implement right away.

What is website visibility, and why does it matter? 

Website visibility refers to how easily internet users can find and access your website. If your website has high visibility, you have a better chance of attracting organic traffic.

Here are some more reasons website visibility matters:

  • Brand awareness. Having a visible website helps you spread awareness about your brand without relying on paid advertising.
  • Better search engine rankings. A website with high visibility is more likely to rank higher on search engine results pages (SERPs). Search engines prioritize websites that are well-optimized and relevant to user search queries.
  • Competitive advantage: A website that users can’t easily find may struggle to compete with other websites in the same industry.
  • Improved user experience. Having a website that’s easily visible and accessible can help you provide a positive user experience. This can encourage more engagement and conversions, and it can inspire users to return to your site in the future.

6 key strategies for increasing website visibility 

Integrate the following key strategies and SEO tips to improve your website’s visibility.

1. Create great content

Publish high-quality content that’s packed with subject-matter expertise.

Authoritative websites are a magnet for organic traffic. While there are several ways to position your website as authoritative, posting relevant content is one of the most effective ways to not only drive traffic—but also nudge users to a conversion.

In fact, 50% of decision-makers say that thought leadership content has a direct impact on their purchase decisions.

That’s why it’s pivotal to tailor your website’s content to your target audience’s core needs, desires, and concerns—and have expert writers produce that content.

Quality content creation needs to be informed by SEO, but it also needs to be humanized for your audience.

According to Google: “SEO can be a helpful activity when it’s applied to people-first content, rather than search engine-first content.”

Here’s how to strike the right balance:

  1. Identify relevant keywords according to your audience’s searches.
  2. Make a long-tail keyword list and a short-tail keyword list.
  3. Conduct keyword research by plugging in your terms from step two. Choose long-tail keywords and short-tail keywords with high search volume and low competition—make these your “target keywords.”
  4. Run a semantic search to uncover relevant secondary keywords.
  5. Create topic clusters where your main target keywords are your pillar topics and your main secondary keywords are your subtopics.
  6. Focus your blog content and website keyword strategy around your topic clusters.
  7. Create high-quality content for your topic clusters to add to your blog and integrate website keywords on each web page. Use E-E-A-T principles in your writing.
  8. Measure your SEO efforts and improve as needed. Refresh your pieces every year to keep them evergreen and up to date.

For a real-world example, get inspired by Wiz, a brand that specializes in cloud security and containerized environments. Its content marketing strategy focuses on pillar topics, such as cloud security research, cloud security products, cloud security news, and what the public sector has to say about cloud security.

Wiz.io blog page with pillar topics

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Wiz’s blog strategy is authoritative because it focuses on highly niche topics its audience cares about. It also includes expert technical writing and E-E-A-T by subject matter experts, which positions the brand as an industry expert in the cloud security space.

2. Optimize new and existing content for SEO

Integrate your target keywords and secondary keywords throughout your new and existing content. Be sure to do this on web pages, too.

Use the keyword research list you created in strategy one to inform your search engine optimization approach.

For example, if one of your main keywords is “project management apps,” make sure to integrate it throughout the blog post you’ve written with that keyword in mind—and also include relevant secondary keywords. 

You can plug each main keyword into a semantic keyword research tool, like Frase or Clearscope, to get a list of secondary keywords. Weave relevant keywords from that list throughout your article and related web pages where they naturally fit and add value.

Don’t force any keywords or rely on keyword stuffing to hit the target content score for any piece.

3. Stay on top of technical SEO

Optimize the backend of your website to improve website performance, encourage rankings, and create a frictionless user experience.

Here’s what we recommend:

Work with a developer

Ask a developer to implement structured data markup and audit your website to make sure it has a logical site structure. Ask them to also optimize page speed—and look through all web pages to make sure everything loads properly and is sized correctly. You can also consider utilizing tools like Google PageSpeed Insights for comprehensive analysis and actionable recommendations tailored to your website’s performance

Add title tag and meta descriptions 

Include metadata for your web pages, files, images, and blog posts. Optimize your pages, blog posts, and files with meta titles and meta descriptions. Optimize images and media with alt text, such as alt titles and alt descriptions.

Optimize for mobile devices

Ask your developer to use mobile optimization on your website, such as using a responsive template or re-building for mobile-first. If you own a brick-and-mortar business, consider creating a local SEO optimization plan, so your storefront can show up in local search results, too.

Be sure to integrate voice search SEO strategies to cater to local searches that use smart devices or voice assistants to conduct searches.

Enhance the user experience

Use heat maps and other behavioral intelligence tools to see how visitors behave on your website. These tools give you crucial insights into user engagement patterns, such as where users are clicking, scrolling, or spending the most time.

glassbox.com example of desk lamp page with heat maps

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Reference these to identify which areas of your website are performing well and which need improvement—then refine accordingly. 

4. Use social media

Leverage social media platforms to generate more traffic to your website.

Choose platforms that align with your target audience and brand goals—or use all of them if you have the bandwidth and budget. 

It’s also important to choose a social media content marketing approach that fits within your overarching SEO strategy. A strategic way to do this is by creating blog content first and then repurposing snippets from your blog posts across social media and other marketing channels.

For example, if you wrote a blog post about lead scoring, you could pull screenshots from your piece and repurpose them into a helpful LinkedIn Carousel. You could also pull valuable quotes and stats from your article and share them on Facebook and X. If you added a video to the post, you can upload that on YouTube and share a shorter version of it on Instagram.

You could also grab the blog’s header image and use it as your social media post image. Copy the first lines of your introduction, and paste them into the social media post. Then, add a link to your blog so they can continue reading the article on your site.

Whichever repurposing methods you use, always include a link to the original blog post to encourage users to visit your website.

Here are some other ways to use social media to boost website visibility:

  • Engage with your audience. Interact with your audience on social media to increase brand awareness and encourage visits to your website.
  • Share user-generated content. Encourage your followers to share their experiences with your brand and repost their content.
  • Use hashtags. Use relevant hashtags in social media posts to make them more discoverable to a wider audience.
  • Add keywords. Integrate your primary keywords in social media bios, posts, and ad campaigns.
  • Collaborate with influencers. Partner with influencers in your industry to reach a larger audience and increase your brand’s visibility.
  • Run social media ads. Target a specific audience and drive traffic to your website with paid social media ads.
  • Track and analyze your performance. Use social media analytics tools to track your performance, identify the most engaging content, and improve your strategy.

5. Build an internal linking and backlinking strategy

Create a linking strategy to gain more authority and website traffic.

Google pays attention to sites that have high-quality backlinks pointing to them from reputable websites. If sites with high domain authority (DA) scores consistently include external links to your site, Google will view your website as a reputable, trusted source.

Search engines also get information from internal links pointing to other content assets and pages on your site. When you integrate relevant internal links into your content, your audience can dig deeper into a topic or learn about a related subject. This conveys value and a commitment to helping your audience solve a problem. Remember the importance of people-first content.

To generate traffic with internal and external links, consider relevance. Which pages make the most sense to point to? Which sites should you guest post on to encourage do-follow links?

For example, if you wrote a blog post about mindful productivity, integrate links to other pages that reference mindful productivity subtopics. That might be a blog post page about mindful productivity apps, an ebook page about designing a mindful productivity strategy, and a case study page about mindful productivity benefits.

When it comes to external links, research high DA sites that target your audience and cover complimentary topics. For example, if you own a luxury real estate web design firm, you might submit guest-posting pitches to site owners who sell virtual staging apps, real estate CRMs, and real estate marketing tools.

You also need to track your efforts to see if they’re lining up with your visibility goals.

Consider working with an SEO agency that specializes in creating internal linking and backlinking strategies. They’ll continuously track your search rankings and links to see where your site stands—and submit optimized guest posts on your behalf to encourage authoritative backlinks.

6. Perform a competitor gap analysis 

Discover SEO gaps and opportunities with competitive intelligence tools like Unkover.

Exploring competitive strategies gives you valuable insights into what SEO methods are contributing to keyword rankings for other websites.

Unkover.com competitive intelligence tool page

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Competitive intelligence tools can also help you understand where competitors are falling short so you can bridge the gap and deliver more value.

For instance, you may learn that your competitors are neglecting technical SEO, have poor website structures and navigation, and are targeting keywords they’re not ranking for due to poor content quality. By filling in the gaps where they’re falling short and mimicking relevant strategies that work well, your website visibility can steadily gain a competitive edge.

You can also train your content writers to perform gap analyses when they’re producing assets for you. Consider creating a Scope of Process (SOP) they can reference when they’re in the research phase.

For example, your SOP might include the following steps:

  1. Use Frase to plug in your target keyword.
  2. Analyze the top 10 websites competing for that keyword.
    1. What data have they each included?
    2. What facts can you spot in one article that are missing from another?
    3. What gaps do you see in their content quality?
      1. For example: No images, lack of subject-matter expertise, poor content score, and overly formal language.
  3. Create an article that includes the most valuable data and advice our competitors have included—but make it our own by adding E-E-A-T and filling in any gaps they missed.

Conclusion

And there you have it.

By implementing SEO adjustments, you can promote higher website visibility and maximize the return on investment for your digital marketing efforts.

But you don’t have to do it alone.

If you’re looking to scale your SEO approach, contact us at Omniscient Digital. We’re a content production and growth agency specializing in content creation for better brand awareness and visibility.

Let us take the stress out of SEO and help you generate high-quality traffic to your website.

Book a free strategy call now to learn more.

Here’s to your success!

Cassandra Rosas

Cass is the Head of SEO Outreach and Link-Building at Omniscient Digital, she loves writing about topics such as Search Engine Optimization (SEO), content operations, e-commerce, and social media marketing. In her spare time she likes listening to music, doing oil painting and watching SciFi movies.