I’ve just searched ‘SEO Company’ on Google. It gave me 243 million results. Now, I know for a fact if I were looking for a SEO company to work with, I wouldn’t be working my way through 243 million results. In fact, I’m probably not going to click past page 3. I’m not the only one, how many times have you clicked past page 1? And that’s why you need to be paying attention to your websites ranking. If you don’t, you may as well redirect your phone calls to one of your competitors.
In today’s digital world search engine optimisation is imperative to a business’s success. We know that there are around 200 factors Google uses to rank websites, now, we’re not going to go through them all because we don’t want to bore you to death but, we are going to share with you 4 ways you can improve your website’s Google ranking.
Keywords are the backbone of SEO. They represent all the words and phrases that people would use in search to find content. You should identify and target a specific keyword phrase for each page on your website.
Much like with paid ads on any social platform, keywords enhance your brand awareness too, but organically. Google works off authenticity above anything else, meaning that you need to ensure that you are using the keywords that resonate best with your brand offerings.
When looking at any aspect of your brand’s website, always have your relevant keywords at the front of your mind. If you continue this, you’ll soon be optimising your brand presence.
How do I know which keyword to use?
Good question. A question that we have answered by writing an entire blog post called How to Do Keyword Research. It includes how to research what your competitors are using and tools what you can use to see what search terms people are using to find products or services like yours.
Content is one of the most important Google ranking factors, as the saying goes – content is king. But… In recent years, we’ve seen a shift away from keyword-focused content, towards relevant content that brings value to your customers lives.
What is relevant content? Well, relevant content is comprehensive. In 2013 Google introduced a new tool called Google Hummingbird. What Google Hummingbird does is focus its attention on ordinary language. It judges based on context and inquisition rather than individual keywords, meaning that instead of sourcing a brand’s homepage, it can rank other pages within the site that are more tailored to the search. Though, this doesn’t mean you can wash your hands of keywords completely, they still need to be included but in a natural way. The aim of your website is to inform people to buy your product or service, if your content is poorly written, the aim is lost.
‘Average Session Duration’
Google looks at your websites ‘average session duration’ also known as dwell time. This is the average amount of time people spend on your website. If you’re content isn’t good enough or is misleading then people will quickly close your website which decreases your average session duration, indicating to Google that although you have content, it’s not worth presenting in search results.
Website Loading Speed
How many times have you tried to open a website and after a few seconds closed it because it didn’t load quickly? I know I’ve done it twice today already. The speed of your website really matters. Google and other search engine penalise sites that load slowly and as I’ve already said, so do users. Users will stop visiting and won’t buy from you.
Fortunately, this one is an easy problem to fix. There are loads of tools that you can use to guide you step-by-step what you need to do as well as tools that help you reduce file and script sizes.
Before we move on, as a video marketing company I’ve got to say. If you use video on your site, do not upload it directly to your website. It will kill it! Read out blog post on the Best Ways to Embed Video on Your Website to find out more.
Anyway, onto the tools.
Page Speed Insights
Page Speed Insights is a tool provided by Google. Not only does it provide details of how fast your site loads it will also show you what’s slowing it down and guide you step-by-step how to improve it!
If you’ve got a lot of images on your site, you’ll need to use this tool. Smush is a tool that will automatically compress image sizes without losing the quality. This means it will get rid of unnecessary data making your website easier and faster to load.
Having a good mobile version of your website is a must. It must be responsive. Recent studies have shown that more than half of web traffic now comes from mobile devices and this is a trend that is not going anywhere. Since Google announced that it has started experimenting with mobile-first indexing the SEO world went crazy and as of 2018 it was official – Google now ranks websites using the mobile content of a web page. Meaning if your website isn’t mobile friendly, you’re going to find it extremely hard to rank in Google.
To check whether your site is mobile friendly you can use Googles mobile-friendly test tool.
The truth is this: what Google uses to rank brands goes beyond a few bulleted points. There is a web of phenomenon surrounding how well your brand can be favoured, but at least now you have 4 ways you can improve your website’s Google ranking. These are a few major areas which if you get right, everything else is set to fall into place.
what Google uses to rank brands goes beyond a few bulleted points but at least now you have 4 ways you can improve your website’s Google ranking.
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