With the online landscape forever evolving and algorithms forever changing, SEO devotees like myself are constantly kept on our toes reforming SEO strategies to fit with the new rules outlined by search engines. Just when I feel as though I’m finally on top of the new ranking factors, Google go and up the ante.
I could just give up and forget about SEO, start making cold calls and hand out flyers to anyone who would take them, but I would never turn my back on SEO and neither should you.
Aaahh SEO, there is nothing more volatile and yet so beautiful at the same time. It’s like Christmas each time I check keyword rankings, have they moved up, what position are we sitting at now? Sometimes it feels like I’ve just been given a bottle of Chanel no 5 (that’s my page 1, position 1) and on the rarest of days, they do happen though, a perfume from Chemist Warehouse (page 2, position anything!).
So why is SEO necessary?
Growing up when we needed to research something we pulled out the Encyclopedia Britannia. Every family had one, we had the adult edition and the children’s edition. It was our Google. Our other Google was the Yellow pages. If we wanted to find an electrician we either asked friends for recommendations or we pulled out the Yellow Pages. If you were really savvy you would name your business something like Aardvark Electricians because even back then we thought there was merit to being on the first page. Fast forward 30 years later, if we want to find an electrician in our area we type in ‘electrician in < suburb> into a search engine and like magic a plethora of pages relating to our search will appear to answer our query. But, seriously now, how many of you sift through the 50+ pages of results that are given to you?
“Research shows that websites on the first search engine results page receive almost 95% of web traffic, leaving only 5% for remaining search results pages.”
This is where SEO comes in, and whilst it may be difficult to stay ahead of those ranking factors, it is vital to rank on page one (or two) of key search term results. When SEO is carried out correctly and it is at Diamond SEO, it can help your website get to the “holy grail” for major search terms related to your products or services. Although it may take a bit of time to prove your site ‘worthy of a page one rank, there are certain ways that you can speed up the process.
How to Improve Your SEO
Optimize Your Titles and Headings
One thing I see all the time which surprises me is basic optimization things like keyword research and title optimization not being performed. Your pages need to be targeting the proper keywords. The title tag has the most weight in search engine optimization, so make sure your keyword is there. The closer the most important keyword is to the beginning, the better. After that, you need to add the proper keywords to your Headings as well. The H1 is the most important heading so it should be the first thing on a page. In many cases, it’s the same as the title, but it doesn’t necessarily have to be.
The same applies for the meta descriptions. Optimize the meta descriptions to convince people to click on your link. Make sure you have your keywords there as well, otherwise the chances of it showing up are much lower. Meta description tags can have a significant impact on your SEO efforts. The meta description has one central value:
Your meta description acts as “organic ad text.”
What this means is that when your ad ranks for a keyword, Google and other engines will often show the meta description as a summary of the page.
When it comes to rankings, there is nothing that harms your business more than ranking for something that has nothing to do with what you sell or do. Directing the wrong traffic to your page is likely to generate a reduced ‘dwell time’, the amount of time a user spends on your site, which is a significant ranking factor. Providing useful, relevant content that benefits users and speaks to your target audience will likely increase the time the users spend on the site, and therefore positively impact the ‘dwell’ time.
Content can come in many forms, such as informative videos, infographics, case studies or blogs. If you are going down the written path, it is said the highest generating content is often 2,000 to 2,500 words. Google loves longer content. Although word count isn’t everything, providing longer content often proves to be the most valuable for your audience, simply because you can let them gain a more in-depth understanding of the topic you are approaching. Not only that, but it is easier to naturally increase keyword clusters used in longer form content, and weave in more outbound links.
Keywords are everything
With the digital landscape as competitive as ever, it’s never been more important to remain on top of your keyword strategy. The digital industry is stepping away from the previous methods of just using the most common words searched, and instead are expanding formations.
This is all because of voice search. Short tail keywords, whilst they are still useful, aren’t the only aspect that you need to consider. Instead, including to-the-point phrases within your site can prove useful in boosting your website up the Google ranks. Find the balance between these two keyword types, and you could become a force to be reckoned with.
One thing to keep in mind is not to shift the focus away from what your users would (or should) be looking for when searching for products. This is what should remain at the core of your SEO strategy and can often get lost in the deeper process. At the base of it, your goal is to appear in the majority of the searches your target audience make. So, what are they searching? How do you search for thins? If you don’t think your users are using words from your current keywords, maybe consider freshening up your approach and using new words within your strategy.
Is your site safe?
Google recently announced that having an SSL Certificate is the easiest thing site owners can do to boost SEO ranking. Moving your site from HTTP to HTTPS shows your users, and search engines like Google, that your site is secure, meaning that any information passed from the user to your business is encrypted and safe. Although there is a cost to updating your security certificate, it has an incredible pay-off in the long run.
For more tips and tricks on easy and manageable ways to boost you SEO, or to have your current strategy evaluated, talk to the team at Diamond SEO, Digital Marketing agency Melbourne today.