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A large part of search engine optimization, or SEO, is adjusting the content of your website to rank well in the organic search results. These six tips will help improve your site’s ranking and get you closer to the top without having to pay.

1. Define a keyword list.

Think about the specific terms that people would use to search for your organization and make a list of these keywords. You can check the traffic for each term with a tool like Google’s Keyword Planner. However, keep this in mind: Terms that are too general may have high search traffic, but don’t necessarily improve your ranking in search results. It’s better to focus on very targeted keywords that are specifically relevant to your organization.

2. Optimize your page titles.

The title tag defines a web page’s title and is meant to be a concise description of that page’s content. This is the first line of hyperlinked text that search engines display in their organic search results, and it’s what appears in the top frame of most web browsers for that page. When you write your page titles, it’s good practice to keep them less than 70 characters since any text beyond that will likely be cut off. Include important keywords, preferably in the beginning, as well as the name of your organization.

3. Remember ALT tags.

ALT tags are HTML elements used to display alternative text when the element they are applied to, like images, can’t be rendered. ALT tags can have a strong correlation with search rankings, so when you have images and other elements on your web-pages, always use a descriptive ALT tag with targeted keywords.

4. Develop your content strategy.

If you don’t post news articles on your website, consider doing so. Search engines love sites that are updated with fresh content.

5. Have a link building strategy.

In basic terms, link building means getting other websites to link to your website. You want links that are relevant and from sites that search engines tend to rank high. How do you do this? Here are a few ways: Ask local businesses and nonprofit partners to endorse or mention your organization along with a link to your site. Post your stories and articles on major industry websites. Become a featured columnist or a guest blogger on blogs that are relevant to your organization, and include a link back to your site.

6. Get social.

Social signals impact SEO more than you might believe and many industry experts believe that will only increase. If you haven’t already, consider setting up social media pages on appropriate networks beyond Facebook, like Google+, LinkedIn, Twitter, Pinterest or Instagram, and start engaging.

Need more help with SEO? We’ve got you. Contact us to learn more.