Soar to the Top of Google Search Results With These Proven Tips
It has been said the best place to hide a dead body is the second page of Google search results. While the subject matter might be a bit grim, it emphasizes the importance of having your content rank on the first page of Google. Think of your own search experiences. How often are you clicking the little “2” at the bottom of the page?
If you want to reach more people and rank higher, you have to know what people are searching for. Once you know what your potential customers are looking for, you can structure your content around those particular services or products using keywords.
Keywords come in many forms and varying lengths. At times, a keyword may only be a single word, but that is rarely the most compelling way to entice readers or catch the attention of Google.
Long-tail keywords are three- or four-word phrases that add specificity to your targeted content. The more context your keyword phrases provide Google, the easier they become to match to relevant searches. As an example, think of a commercial roofing company looking to generate more roof replacement opportunities. If they build a page around the keyword “roof replacement,” they’re up against a lot of competition.
While the phrase itself has value, matching your keywords to the searcher’s intent helps reach your desired targets. Instead of the vague “roof replacement” search, consider “roof replacement services in XX.” The added context helps Google understand that this page is designed for someone needing a roof replacement in a specific area.
Considering how vital keywords are to the success of your online presence, you want to ensure you’re using the most effective ones. There are several keyword research tools to help pinpoint the ideal phrases for your business. Though many industry-leading keyword research tools come at a cost, the quality of the keywords they generate is often worth it compared to making educated guesses.
You’re going to want to use multiple keywords that focus on the same thing per page. This helps break up redundancy and draw in people asking the same questions in different ways. Another thing to consider when generating keywords is the popularity of voice searches. People search differently when typing compared to speaking. Craft keyword phrases that directly serve full-sentence questions people talk about and shorten quick phrases people tend to type.
Learn From Your Competition
The same keyword research tools that generate ideal phrases run comparative analysis about your competition’s sites. If you are consistently outranked on specific topics, focus your efforts on stealing some of their market shares. You should also monitor your site to see what pages rank the highest and improve the lowest-performing content.
Use Keywords Effectively
There was a time many years ago when a company could repeat a keyword phrase throughout a page and it would rank. This practice is known as keyword stuffing and is definitely frowned upon by Google now. If Google determines you are overusing keywords in an attempt to rank higher, it penalizes you.
Slay Your Competition With SEO Strategy
It should come as no surprise that a strategy named “search engine optimization” is the foundation of maximizing the effectiveness of your website within search engines. But what exactly is SEO?
SEO describes creating strategic content to enhance the quality and quantity of website traffic. To draw in users and build your Google rank, the content you share needs to do many things. From formatting to informing, the content you publish has to be clear, concise, and concentrated. To maximize the readability of your pages, ensure the content is:
Informative: If what a consumer is reading doesn’t provide answers to their questions or educate them about a service, what good is it? It’s critical to provide enlightening material that sets you apart from the competition.
Easy to read: When you click into a Google search result and it’s just a giant wall of text, how likely are you to start from the top and read through? Keep paragraphs short and sentence length varied. Also format the page around subheaders and bulleted lists that catch the eye of someone skimming the page for a specific reason.
Supplemented with images: Take advantage of images that complement the content. Best practices dictate at least one image or graphic be on a page. It’s important to note that you should use original photos whenever possible to optimize their effectiveness.
We’ve already discussed the importance of keywords, but you need to do more than have them on the page. You want your head keyword to appear where Google puts the most worth to experience maximum value.
You should locate your keywords in headlines (H1), meta titles, meta descriptions, and alt image attributions. Using keywords in these areas help not only Google, but also readers further define what a page is about before clicking in. Surrounding your keywords with alluring content helps draw in readers.
Execute Compelling Content
Don’t let all your hard work researching keywords and studying analytics be for naught. Use the keywords you’ve compiled to create compelling content. You want the words on your pages to stand out and drive your page to the top of Google.
How do you do that? You need to answer common consumer questions, address specific pain points, and most importantly, remember you’re speaking to humans. More specifically, humans are your ideal consumer. While you want to do everything you can to please Google, it’s not the one buying your product. The user experience plays a significant role in your Google rank.
To build your company as an authority, you must create engaging ongoing content. Focus on long-form content such as blogs. No matter how many adjustments Google has made to its ranking algorithms over the years, one thing has been constant—thorough, captivating content ranks.
Focus on Informing
For most businesses, their website is a sales tool. Creating a blog helps bridge the gap between informing readers and selling. You should post explanatory content regularly if you want to rank higher in search results.
A substantial number of searches are questions. “Why is my engine light on?” “What are the advantages of solar panels?” Answering these questions for consumers builds you as a thought leader and distinguishes you as an authority in the mind of Google.
Examples of ongoing content that set you apart from other businesses in your market:
A blog article you posted two years ago may have been the first result on Google back then. However, all industries change, and keywords lose effectiveness. If your older posts aren’t ranking like they used to, do your keyword research and update the content to reflect what is currently ranking.
Plant Links Throughout Your Content
Google is always looking for ways to contextualize content. The clearer the page’s intent is, the more effectively it can get it to interested users. Keywords play an enormous role in this obviously, but linking enhances the ability to clarify.
To rank on Google, you need to implement a variety of linking strategies.
Internal linking (links that lead to other pages on your site) help Google piece together how your content relates. If you write a blog post about outbound lead generation effectiveness, you should link the article to any pages you have about that topic. Likewise, you should link those pages to the blog.
The pages on your site that are linked to most often are viewed as most important by Google. You can use this to your advantage by linking your most profitable services or products more frequently.
External linking helps improve user experience and is often a great way to provide further explanation. When referencing a study relevant to your topic, linking to it gives the reader a chance to investigate the subject further. This helps build user trust and signifies to Google that you provide value.
Be warned, linking out to spammy or untrustworthy information does negatively affect your ranking. Be sure to check sources and use established authorities on a subject whenever possible.
One of the most valuable ranking factors at Google is backlinking. Backlinking is the term for a site linking to another. Think of it as someone using their external links to send readers to your page. These links signify to Google that users find your content useful, which moves you up the results page.
Bounce rate refers to someone clicking into a page and immediately bouncing back to the results page. There’s a multitude of reasons why this happens, but it’s never a good thing. Someone immediately leaving a page indicates a poor user experience to Google.
We live in an instant gratification world and fast is never fast enough. Every second that goes by without your page loading brings you closer to someone clicking out. Google’s PageSpeed is a great tool to measure how fast your page loads and identify problem areas.
As people continue to use their phones more frequently for searches and browsing, Google has placed a higher value on mobile-optimized websites. For a superior user experience, you want links that are easily clicked, pages formatted to fit smaller screens, and images that fit correctly and look right. Use Google’s Mobile-Friendly tool to ensure your site is optimized for mobile use.
Abstrakt Marketing Group Puts an End to Poorly Performing Web Content
If you’re tired of your website being buried deep in the graveyard that is Google’s search results, Abstrakt Marketing is the partner for you. We are an industry-leading B2B appointment setting and lead generation company that specializes in inbound marketing.
To find out more about how we can help you get to the top of Google search results and convert the increased traffic into sales, schedule an appointment today.