How do you optimise for different search engines?

Keyword Research

Keywords are essential to any successful SEO strategy. It is essential you carry out keyword research to identify the right primary and secondary keywords to use, helping you improve your website ranking in search engine results pages (SERPs).

Create High Quality Content

High quality and relevant content is essential to helping you improve your ranking in SERPs, reaching your target audience, and driving quality traffic to your website. Your content needs to engage your readers, providing them with answers to their questions, offering them a valuable source of information.

Know Your Audience and Address Their Intent

In order for your content to make an impact, you need to know who is reading it. Knowing your audience enables you to address their intent. There are four main types of intent:

1. Information – your visitors want to learn something
2. Navigation – your visitor wants to find a specific website or page
3. Transaction – your visitor is ready to make a purchase
4. Commercial – Your user is researching before making a purchase

Incorporating Your Keywords

With a better understanding of what interests your readers, you can start adding your keywords naturally in your content. Be sure not to overuse your keywords, as keyword stuffing is seen as spam, which can negatively impact your SEO efforts. It's a good idea to spread your keywords throughout your page, ensuring it reads smoothly, they should always be shown naturally through the page. You can include them in your:

• Page title
• Headings and subheadings
• First and last paragraphs of your content 
• Image alt texts
• Meta description

Keywords should have no more than a two percent density, this means if your content is one hundred words, you show your keyword twice.

On-Page Optimisation

Creating high quality, valuable, and unique content is only a small piece of the puzzle. To optimise for search engines, you need to focus on optimising your on-page element, including your title tags and meta descriptions. You need to structure for URL for clarity and implement scheme markup. Don't forget to optimise all your headings and subheadings.

User Experience (UX)

SEO for different search engines isn't about focusing on the search engine alone, remember about your user. You want to ensue you provide a first class user experience (UX) to keep visitors interested and coming back to your website in the future.

Mobile Friendly Web Design

Over half of all website traffic now comes from mobile devices. If your website is not mobile-friendly, you are missing out on potential traffic and conversions. Consider a responsive web design that automatically adjusts your website to work across any mobile device, no matter the size.

Conclusion

The good news is that most search engines work in a similar manner, focusing on keyword research, user experience, a responsive design, while using your keywords effectively, are some of the ways to optimise your site for different search engines in 2024.