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Search engine optimization, or SEO, is more important than ever. For every 93 out of 100 times that people go online, they start with a search engine, and 70% of link clicks are “organic,” as opposed to paid ads.

There are many tools to help you boost your website’s search ranking, but having some basic knowledge will help you whether you use these tools or not.

Utilizing commonsense marketing strategy makes the difference. Put yourself in your visitors’ shoes, but also learn how search engines ‘think.’ Follow the SEO basics below and increase the chances of rising in search rankings, which can bring an uptick in website traffic, visibility, and online credibility.

 Professional Content—Keep it Fresh & Unique


Professional content is the best method for attracting interest and visitors. Examples include informative blog posts, educational videos, and other original media that educate and help people with relevant problems or questions. Here’s an example of a video that highlights our work with ACLU of Ohio, for example.

Professional content should be:

  • easily digestible (readable, watchable);
  • include professional media, such as images, video, etc.
  • shareable—in the sense that you should have social and other sharing buttons available;
  • and, it should prove your organization as an expert in your field.

Professional content draws visitors in, and when it’s shared by your audience, it has the potential to spread like wildfire. While important in any context, it’s a particularly valuable SEO tool for increasing site traffic and interest.

Embrace Social Media


Using social media may seem like an obvious step, but it has a unique relationship with SEO when it comes to building external links, an important factor in Google’s PageRank algorithm. When reputable people and organizations share your site pages within social channels, it boosts your site visibility considerably. It also further establishes your organization as a leader in your industry.

Posts from social channels, such as LinkedIn, show prominently in search engines, which means you will likely see an increase in your page rankings as a result. This goes for other social media channels as well.

Try searching for your organization on Google. If you have a social media presence, it’s likely that your social accounts will show up right under your website in search results.

Optimize Your Website


User experience is a high priority for Google’s PageRank, and they have a preference for responsive and adaptable websites: Why? Because more and more people are using the web from mobile devices, and responsive, adaptable sites make mobile usage more accessible—so catering to the mobile world is vital for SEO success.

Make your site accessible to mobile viewers and send the right signals to search engines by:

  • Ensuring you have clear content, easy-to-navigate pages, and embedded links;
  • Testing your site on different browsers;
  • Implementing menus, sidebars, and a sitemap;
  • Adding different language features to ensure your site can be a resource to diverse viewers;
  • Keeping your pages and content up-to-date and relevant.

Utilize Keywords


Create a list of keywords that users would use to search for your company and find out which have the highest traffic. Use these keywords throughout your content—wherever it fits and flows naturally.

Keyword repetition and variation in your content helps position your site for those people looking for you, while also boosting your page rank. You can use tools, like BlueHost’s SEO program, to help track your keyword rankings and make adjustments based on data, which will be more precise than relying on intuition.

As a simple example: suppose you’re an organization supporting animal conservation.  You will want to naturally use words like “animal” and “conservation”—as well as other related phrases such as “wildlife,” “protect,” or “conserve”—throughout your content.

Thoughtful repetition and placement of certain keywords will elevate your site’s ranking and relevancy for those keywords, but keep in mind you will be competing with heavy hitters. Taking the example above, “animal conservation” is going to be used in big sites, like National Geographic and The Nature Conservancy.

Make sure your content is ready to compete.

Enhance Search Descriptions

Search descriptions (aka “meta descriptions”) are the blocks of text that appear underneath your domain name in online searches. While they might not have a direct effect on SEO or your company website’s ranking, they do have a direct effect on your CTR, or click-through rate, which in turn strongly affects your search result ranking.

And, a strong description could be the difference between a new user clicking on your site or the one directly above or under it.


But, no matter how professional your site content, it is your search description that people will see first, so draw them in with engaging and relevant language to separate yourself from similar links. Tools such as Yoast for WordPress help improve your SEO by giving you friendly reminders and new SEO tips and tricks.

Winning that coveted #1 spot on a search engine results page isn’t easy to do. There’s no secret formula to push your site past those of competitors—it takes a combination of hard work, strategy, and persistence to succeed.

Software tools are one route, but it also takes careful content strategy to turn software into powerful tools.

OmniStudio has experience working with organic SEO, using powerful tools like Yoast for WordPress, BlueHost SEO, and others. To learn more about how OmniStudio could improve your SEO strategy, fill out the form below: