Search Engine Optimization doesn’t strictly fall under the ad operations umbrella, but it’s vitally important. All things being equal, there are two ways for a website to double its revenue: you can double your CPMs or you can double your pageviews. The great thing about increasing your traffic is the long-term benefit of growing your audience. Here are a few simple steps you can take to improve your SEO, if you haven’t already.
Setup Google Webmaster Tools. This free service will provide you with tons of actionable information about your site. All you have to do is verify your account and you’re off to the races. Be sure to setup a site map to make sure Google can access your entire website. Other search engines have similar tools.
Setup Facebook OGP tags (Open Graph Protocol) and Twitter Cards. This is slightly more involved. It’s extra information that sits in the <HEAD> section of your HTML and provides extra information to search engine bots and websites about how to embed your content in 3rd party services. The little pictures and excepts that appear beside external website links in Facebook? This is where they come from. Making it easy to embed and share your content encourages new visitors.
Make sure your site is mobile optimized. This usually means responsive design.
Make sure your site is fast. Google gives a better rank to sites that load quickly. Making a site fast is can be a complicated process and may require a web developer. If you’re running a blog, a great place to start is with a static caching plugin and a CDN. You can run the Google Pagespeed analyzer to see what areas of your site need the most improvement.
Need more ideas? There are tons of things you can do to improve your search engine rankings. Some are very technical and require a background in web developer, while others can be done by anybody! Just Google for “seo checklist” to get started.