SEO optimization techniques for modern web applications

Getting traffic from Google and other search engines remains one of the most effective long-term methods for building a profitable business. However, with the changes AI technologies introduced to the digital landscape, it’s more challenging than ever to recognize the difference between good and bad practices one should apply.

An important detail to consider immediately is that SEO optimization techniques for web applications differ from strategies experts use on eCommerce stores or news websites. Still, some practices are universal, so let’s start from there.

Perform an SEO audit

When you decide it’s the moment to invest more in SEO, start with what you have. However, it’s difficult to pinpoint the current reality of your business objectively. That’s when an SEO audit comes in.

SEO audit is a way to do a reality check and evaluate how your web application stands regarding its optimization for search engines. After completing it, the shortcomings and space for improvements will become evident.

A successful SEO audit of a web application should at least include:

• Number and status of crawled and indexed pages
• Technical on-site problems (more about that in a bit)
• Keywords your web app is ranking for
• Potential keywords to pursue
• Current backlinks and potential opportunities

If your web application includes a blog or landing pages, you can conduct a separate audit for them. Now, it’s a good moment to mention that if you still haven’t gone in the direction of creating these, it might be an ideal time to do so! If the user looks to inform themselves about the best products in a specific category, your web app will hardly rank, but a blog related to your niche stands a chance.

Finally, orient the content toward telling a story about the brand rather than selling the product. That is, of course, if you’re after long-term results.

How can I do an SEO audit for free?

There’s a myth that SEO experts use only top-notch tools that easily break every budget and increase your startup expenses. However, the reality is that most of the time, experts also rely on free tools. Google Search Console and Google Analytics can already provide plenty of data to center around. All the aspects of the SEO audit I listed earlier can be collected (to some extent) through these two tools. The best part is you get information from its source (Google). 

However, Google will not help you get all the information, so it’s crucial to include some third-party tools in the mix. For instance, I recently used a tool called Screaming Frog to find duplicated pages, because they didn’t appear on search results. If you already tried this one and it didn’t work out for you, there are other Screaming Frog alternatives available. They can help you get a very appreciated second opinion on the initial data.

Fix technical SEO problems

I deliberately separated technical on-site issues from the larger scheme of the SEO audit. The reason is simple: You’re 100% in control regarding technical issues, while you depend on various other factors when considering your SEO scores.

This is the area in which your web application must shine. Based on the findings from the audit (technical on-site problems), you must focus on solving these issues. Nothing will help your SEO if your solution displays errors, isn’t responsive, or frequently crashes. It’s somewhat tolerable for static content websites, but it’s a big no for web applications. 

Technical SEO checklist for web applications

Act quickly on any signs of issues you discovered through the audit. If everything seems fine, or you still haven’t completed this part of the audit, check the list below for hints:

• XML Sitemap
• Robots.txt
• Canonical tags
• Mobile responsiveness 
• Page load speed

Consider XML Sitemap a map that search engine uses to navigate your website and robots.txt the guide. Sitemap might point Google’s bot to an important page of your website, but if the robot file says ‘Nothing to see here, move on,’ the problem is obvious.

Since many web applications are on app.domain.com it’s crucial to consider if your canonical tags are appropriately set. Even if you’re experimenting with different headlines through A/B testing, search engines can still see this as duplicate content, where properly configured canonical tags can resolve it.

After you cross off these three basic things, real challenges start. According to data from Statista, there are close to 4.9 billion smartphone users worldwide. The projection says that within the next five years, this number will rise to almost 6.4 billion!

In other words, if you stay in business, you can expect a constant increase in mobile users on your web application. With this in mind, you must ensure that your solution is 100% usable on mobile and tablets while keeping it also optimized for desktop users.

Lastly, regardless of everything else, your web application must load fast. Without cutting off any features, you must find a way to lower your app load time to at least 3 seconds. Here are ten methods for optimizing page load.

Improve user experience

Once you get those sweet top positions on Google, the worst that can happen is that users send bad feedback to Google. This can happen when the user visits a page but doesn’t find what they are looking for and they don’t stay long enough. Instead, they navigate back to Google and open another search result, most likely from your competitor.

To prevent this and to increase the usability of your web application, you must work hard and continuously to improve user experience (UX). There are many semantic SEO strategies and frameworks that you can use to do so, but here the focus is on what will help you SEO-wise.

So, if you want to truly enhance your web application’s functionality and user engagement, why not opt for modern tools like QR code generators? This addition can help you create that seamless connection between your online content and offline marketing efforts. For example, you can use the QR codes to direct users to specific pages within your app, promote special offers, or even easily gather user feedback. By being strategic with QR codes in your promotional materials, you create a bridge that nudges users to interact with your app more frequently, ultimately boosting your SEO performance by increasing that coveted retention and engagement. 

Many of the things I’ll mention partly overlap with the technical optimizations discussed earlier but with a significant difference. Instead of ensuring good scores on the Core Web Vitals and PageSpeed test, the sole goal is to make the UX as smooth as possible.

How to improve the UX of a web application?

Remember how important page load speed is? Well, it’s time to upgrade it from the user’s perspective. Regardless of the time it takes for the web application to load, you can include a loading animation that will signal to a user that something is happening. It is often referred to as Skeleton Screen, and every big web application uses it. 

Just ensure the animation itself is not significantly slowing down the load time since this can quickly bounce back to you negatively. 

If you’re using AI in marketing to speed up content creation, proceed cautiously. Although AI-generated content can maximize the word count you (or your team) can produce, it often lacks quality and accuracy. Instead, use tools like ChatGPT to create outlines, You can leverage user feedback tools to get feedback on written pieces, and generate fresh content ideas. Users (especially tech-savvy ones) easily recognize purely AI-written content and tend to avoid solutions promoted with it. The final suggestion is to use it mindfully and never lower quality standards.

You also must ensure that your users can find their way around your web application easily. Create sidebars, menus, and submenus so they’re compact yet provide just enough tools and options. There’s no universal advice that would apply to all apps, but you can always check how your competitors solved it.

Most importantly: Be the user. Nothing can help you understand your users’ experience if you aren’t one yourself! Other techniques you can apply to improve the usability of your web application will become clear once you start actively using it (if you already aren’t.)

If not, maybe it’s time to start communicating with the existing user base. Usually, it’s through:

• Online calls and surveys (time-consuming and difficult to scale)
• Simple in-app feedback mechanisms (time-efficient and easy to scale)

ChatGPT, for example, does this all the time. It’s gathering the data and acquiring insights on UX without making it complicated or taking too much from users’ time. That’s what allows OpenAI to develop and improve its new models quickly.

Finally, ensure that the new users can navigate your web application. One way to achieve this is to prepare some tutorials and integrate them into your product. However, this can be tricky if not done correctly. It can even worsen the overall experience. That’s why modern web applications use interactive content to onboard new users through demo automation software. This way, you provide insights into your solution while keeping the page optimized and users satisfied.

Build backlinks

There’s a constant discussion among SEO experts about whether backlinks help websites rank. The conclusion is (almost always) that high-quality backlinks boost page ranking in the jungle of content that Google is nowadays. The key here is to actually put efforts into building decent links instead of taking shortcuts offered on every corner of freelancing and SEO platforms.

What you’re trying to achieve here is to boost the otherwise natural process. Search engines carefully look for clues of your web application being mentioned (or linked) across the internet. They take each mention and link as a recommendation, but like in real life, not every recommendation counts as a good one. 

If the website recommending your solution did the same thing for all of your competitors, it isn’t worth much. The same applies if the referring website has generic content, isn’t itself established with some history, and so on. Universally, you can always think in terms of reputation. If the recommendation (backlink) doesn’t look genuine to you, it probably also won’t look to Google or any other search engine.

How to build backlinks for a web application?

To start building backlinks for your web application, you must find websites with similar niches, communicate with them the terms under which you will place the link, and finally agree on blog post writing. The post will be used as a platform for the backlink. Backlinks will serve as a positive signal for your solution but also potentially bring direct traffic.

Many websites are after this type of cooperation because, for them, this means free and potentially high-quality content, coming from experts in the field. You can find these guest posting opportunities by contacting the website directly, looking for ‘Write for us’ or a similar page on their website, and through your professional connections. Research conducted by Aira reports that 47% of respondents use guest posting as a link-building strategy.

Fast link-building opportunity lies in the existing links pointing to your web application. If a link points towards a page that doesn’t exist anymore, its value drops significantly. This process is also known as link reclamation and strongly relies on the quality of the initial SEO audit (this is how you get aware of such links in the first place.)

Another long-term strategy involves putting together educational and informational content on your website. These can include lists, tutorials, research papers, and other content authors will look for while working on their pieces. If you do a good job, authors will link back to your content to credit you for the work and information but also to provide a source of information that makes their content legitimate. This method is usually slow and unpredictable, as it involves investing a lot of resources and waiting for the result while not having a direct influence on whether a link will be placed or not.

Operations-wise, businesses usually go in one of two directions:

• They hire an agency that will build links for them
• They lead link-building within their team while outsourcing some tasks

In most cases, it’s a mix of two. Since several actions must be taken to build one, let alone dozens of high-quality backlinks, it’s usually best to team up with professional content writers, outreach specialists, and SEO experts.

A word of caution: There are a lot of agencies, specialists, and providers offering shady deals around link building. It can backfire on your SEO ratings big time, so avoid getting into deals that you don’t fully understand or that are not entirely transparent.

Also, make it a point to consistently monitor your backlink profile to track which backlinks are boosting your SEO and which might be detrimental. Tools like this backlink checker from Seobility can be super handy for getting a good look at your link profile. This way, you can maintain a healthy set of backlinks and act fast if any bad ones pop up.

Use social media to enhance SEO visibility

It’s no secret that social media platforms can significantly amplify your online presence. By engaging on these platforms, you’re not directly boosting your web app’s SEO rankings—Google has repeatedly said social signals don’t directly influence rankings. But what does happen is that you amp up your brand’s visibility and drive more traffic your way, which can totally help your SEO efforts in a roundabout way.

Why invest in social media for SEO?

1. Content distribution. Social media is a fantastic venue for sharing your content widely. Whether it’s blog posts, videos, or infographics, each share extends your app content’s reach and ups your chances of getting those precious backlinks that make SEO folks go starry-eyed.
2. Brand Awareness and Engagement. Active social media engagement helps build your brand’s identity and authority. When your content resonates with an audience, it garners more shares, comments, and likes, leading to greater visibility and even direct visits to your web application.
3. Link Building Opportunities. The broader your web app content’s reach, the higher the chances that other websites will find and link to your content. These organic links are gold for SEO.

How to leverage social media for SEO?

• Consistent content sharing. Regularly post links to your web application’s content, updates, and blogs. This not only keeps your audience informed but also increases the chances of your content being shared across platforms, which can indirectly boost your SEO.
• Hashtags and keywords. Create trending hashtags and keywords relevant to your niche. This strategy can place your posts in front of a larger, targeted audience, which is crucial for driving traffic back to your site.
• Engage with influencers and brands: Collaborate with influencers and other brands within your niche. These partnerships can lead to shared posts and mentions, expanding your reach and strengthening your web application’s online authority. Make sure you have a ready-made influencer contract template to outline the terms between all parties involved.
• Utilize visual content: Videos, infographics, and images can generate more engagement than text-only posts. Platforms like Pinterest and Instagram are ideal for promoting visual content that that links back to your Shopify store, enhancing user interaction and retention. You can even leverage the power of visual content by integrating your Instagram feed on shopify. This allows you to showcase your products in a dynamic way and encourage visitors to follow you on social media for more engaging content.
• Monitor social analytics: Use social media analytics tools to track which types of content perform best. Tailor your strategy based on what resonates most with your audience to optimize future posts for better engagement and SEO impact.
• Employ a social media agency. If all of this sounds overwhelming, it might be wise to consider hiring a social media agency. They will be adept at navigating the complexities of social media strategies, ensuring your content reaches the right audience and garners the engagement necessary to impact your SEO positively. All you have to do is hand over the reins to your Instagram or Facebook profiles (and if you need help with that, check out this handy step-by-step guide) and watch them work their magic.

Monitor and improve

Once you go through this process, you’ll understand better where you’re at the moment, what potential routes you can take, and what long-term strategies you can implement. Maintaining direct communication with the existing user base will help you improve UX, which will positively reflect on web application SEO and overall user satisfaction.

Success in SEO is never guaranteed, but failure in the case of ‘get links quick schemes’ almost always is. Focus on the long run and cooperation with legitimate businesses, partners, agencies, and freelancers rather than trying to inflate your ratings quickly.

24/09/2024