Search engine optimization, or SEO, is vital for any public-facing website because organic search generates some of the most valuable traffic.
Consider that 93% of all online actions begin with someone using a search engine, and almost 80% of users will ignore paid ads, instead of clicking on the organic results.
Furthermore, 57% of B2B marketers say that they get more leads from SEO than any other marketing strategy. Considering that the close rate for organic search leads is 14.6%, compared to 1.7% for outbound leads, you can see the value of organic traffic and why implementing an SEO strategy is important.
Developing Your SEO Strategy
Developing an SEO strategy can be a time-consuming process, and it requires quite a bit of expertise. The ultimate goal is to get Google to rank your website on the first page of the search results, at least. Holding the top spot is, of course, ideal.
We focus on Google because their market share is 76% of all search engine traffic, so ranking high on Google will generate the most traffic.
Google uses a complex and ever-evolving algorithm to analyze a webpage and determine where it should rank. While no one knows exactly what factors are analyzed, experience shows that some things matter more than others, such as:
• Content that aligns with keywords entered as search queries
• Accessibility
• Quality and quantity of links pointing back to the page
• Aligning with user intent
• Unique content
• Click-through rate
• Optimizing images and videos
• Using relevant keywords
• Site structure
Developing an effective SEO strategy can be complicated and implementing it can be a significant challenge. With Liferay, though, search engine optimization becomes far easier.
The ultimate goal is to get Google to rank your website on the first page of the search results, at least. Holding the top spot is, of course, ideal.
Increase SEO Effectiveness with Liferay
Liferay offers a series of features out-of-the-box that will make life easier when you are optimizing your site for the search engines.
For example, Google will check the meta data of your site to determine relevance to the user query. Liferay makes it easy to set all this metadata up quickly and easily. Add meta descriptions, keyword tags, page titles, and more with no hassle.
Google also likes sites that are structured well, and if it has access to your site map, it will publish the main structure on the search engine page. This makes it easier for the user to access the pages they want to visit on your website right from the SERPs, and that will increase your CTR.
Liferay uses a special site map protocol to push your sitemap to Google, which significantly increases the chances of the search engine publishing this all-important “menu” on the search results pages.
With Liferay, you can also easily customize URLs. Google likes clean URLs that include the keyword to help determine relevance. When using Liferay, you can easily change the default URLs to something that will be far better for Google and users.
Customizing Liferay for Better SEO
The true power of Liferay is that it can be customized to suit your SEO needs and ensure you are following best practices.
While Liferay already has a lot of SEO-friendly features out-of-the-box, not all websites are created equally, or have the same requirements. This is where Liferay shines because you can tailor it to your specific SEO needs.
