In this video, we explainwhat holistic SEO entails, and what you need to keep in mindwhen you want to practice holistic SEO.
We will also mention someshort-term SEO tricks that you should avoid because they might loweryour ranking in the long run.
At Yoast, we believe that a long-term, holistic SEO strategy is the way to go.
This means that you lookat the bigger picture, with all its facets, rather than getting caught upwith one of its many elements.
You could compare it to designing a house.
When you design a house you want itto look nice and to be comfortable to live in.
But, you also have to thinkabout less obvious things, like plumbing.
Having awesome plumbing won't improveyour living experience straight away, but it will in the long run.
In short, we look at all of the thingsthat make a website awesome.
Your primary goal should be to build, and maintain, the best possible website.
Ranking in Googlewill likely improve with time if your website isof extremely high quality.
After all, Google wantsto serve their customers.
They have to show their usersthe results they're looking for, because that's what users visit Google for.
It's how Google makes money.
So if your website isthe best option for their users, Google will want to rank it high.
So, to be the best option permanently, you need an extensive SEO strategy that focuses on every aspectof your website and marketing.
We're talking user experience, your content, the technical side of SEO, everything needs to be awesome.
So to keep ranking well, you should develop- what we call – a holistic SEO approach.
But, where do you start? It's important to keep in mind thatyou should focus mainly on your users and their experience of your website.
Google wants to show their usersthe best result, so focus on providing that.
Remember, a holistic approach to SEOmeans you focus on everything.
You have to think aboutproper keyword research, where you dive deep into what wordsand queries your target audience uses and how you can usethat information to reach them.
Good technical SEO, so that, for example, visitors don't run into links that don't work, or have to wait ages for a page to load.
A great user experience.
Isn't it annoying when you have to scroll all the way downa page to click an important button? Or when the webpage is clutteredand unclear? Let's fix that.
Writing quality content that is original and provides your site visitorwith an answer to their question.
Also a solid social media strategy, to help reach new audiencesand potential partnerships.
Also mobile optimization, let's be real, most people use their phone all the time.
It's a wasted opportunity not to include mobile optimizationin your thought process.
And what about security? HTTPS certificationand other security measures help to build trustin your message and expertise.
And don't forget accessibility, everyone deserves to be ableto easily access your content, whether they're visually impaired or unable to navigate your sitewith a mouse, for example.
But why would you go holistic? Well, awesome websites, that have been optimized for all the aspects we mentioned earlier, have a lower bounce rate, which is the rate at which people leavethe website without performing an action.
People are less likely to stick around when they feel like the websiteisn't giving them what they're looking for.
If the website looks secure and safe, it shows information clearly, and it's quick to navigate, there's a higher chancepeople will stick around and browse.
Also, they have a much higher chanceof receiving social media attention.
If nobody ever talks about your website, how can Google keep thinkingit's a good site? Last but not least, awesome websiteswill also result in higher conversion rates.
A 'conversion' happens every time a visitorcompletes a desired action on your website, like buying a product.
If your audience likesand understands your website, the chance of them buying your productsor returning to your website is much higher.
Now it's time to talk about which actionscould have a negative effect on your SEO.
Because, holistic SEO is alsoabout avoiding short term tricks.
Websites that use tricks like these exploit loopholes in the Google algorithmto try to rank higher than they deserve.
A few examples include keyword stuffing, where sites fill their pageswith keywords or numbers.
These keywords often appear outof context, for example in a list or group.
Sometimes they even use white text to hidethe fact that they are stuffing keywords.
Also, there's link buyingor link trading.
Some sites try to rank higherby buying links.
This includes paying for links, but also sending someonea free product in exchange for a link.
Finally, there's page swapping.
Page swapping is a trickfor getting ranked for one page, and then, after the page has attaineda good position in the search results, replacing that page for another.
Google has updated its algorithmsto deal with these tricks.
With the updates, these resultswere heavily penalized.
Using similar tactics can get you bannedfrom Google for a long period of time.
What we want you to do is createa sustainable SEO strategy, which will not only have you rank todaybut in the long run as well.
The better Google's algorithm becomes, the less effective short term tactics will be.
So, let's look at our key takeaways: At Yoast, we believe that holistic SEOis the best way to become the best result because you focus on makingevery aspect of your site great.
We advise you to not doany short-term tricks because, in the long run, this will havenegative consequences for your ranking.
Instead, we recommend youto practice sustainable SEO, where you keep the user's experienceon your site as a top priority.
In the next video, we'll explore holistic SEO further.