When you manage a web page, one of your biggest responsibilities is to make your page findable. Here are some tips on how you can make your page easy to find in the search engine:
- Decide what question your page answers. It’s tempting for your page to answer every question there is about a subject, but searchers want bite-sized answers to their questions. See if you can design your page to answer one main question. If you are designing a hub page about a big subject, the question could be something like, “What is this subject about?” and your page can provide an overview of the subject and contain links to more page that answer more specific questions. For more details on this idea, check out “How Do I Decide the Purpose of My Web Page?”
- Decide which keywords searchers will use to find your page. You can usually find a few of your keywords in the question that your page answers, but there might be more keywords that are important. It’s important that you decide which keywords are the most important and that you use a keyword metatag on your page that contains those keywords—the metatag is what helps the search engine understand what your page is about. For more, explore “How Do I Know What Keyword Searchers Use?”
- Make sure that your page is in the search index. Your site’s search engine keeps an index of all the pages it knows about. If your page isn’t in this index, it doesn’t exist from the search engine’s point of view—and from your searchers’ point of view, too. Check each page that you’re responsible for to ensure that it appears within the index. Usually, you can do this by copying and pasting your pages URL into the search box. If your page appears in the search results for that URL, the index knows your page exists. If not, however, review and follow the steps in “Why Doesn’t My Page Appear in the Search Results?”
- Optimize your page’s search ranking. Once you’ve established the search index knows your page exists, you want to work on improving where it appears in the search results. Most searchers rarely navigate past the first page—and even the first few listings—to find what they’re looking for. The best way to ensure that they find you is to optimize your page, move up the rankings and appear within the first few results. For more details on how to accomplish this, review “How Do I Optimize My Page’s Search Ranking?”
- Optimize your page’s clickthrough rate. Of course, appearing first or second in the search results doesn’t guarantee that searchers will choose your page as the best answer for their needs. Other pages in the results may seem to match their needs more closely —whether that’s true or not—and will attract their clicks. As you work to improve your position within the search results, take a look at “How Do I Optimize My Page’s Clickthrough Rate?” to ensure you you’re not only appearing within the results, but also capturing your searchers clicks, too.
It might seem like a big job, but you can take it one page at a time, one step at a time. Every step you take will improve your page’s search results a little more. Build on your results and keep moving forward. The most important thing you can do is to get started by doing one thing on one page.