In this day and age, every business should have a website, and every website should have the potential to show up on Google. Whether you’re a B2B or B2C company, you need your customers and/or clients to be able to find you online. That’s where search engine optimization (SEO) comes into play. This digital marketing strategy will help you rank for the keywords your customers use when searched for.
If you want your website to show up on Google Search Engine Results Pages (SERPs), you need to improve your keyword rankings, which will, in turn, increase traffic to your website. Follow these suggestions to improve your keyword rankings and increase traffic for your site.
Always Start with Keyword Research
Keyword research helps you determine which keywords you can compete for in Google so your website will show up in SERPs. For example, if you’re a dog food brand, you’ll want to show up for search queries like “dog food.” Make sure you use tools like SEMrush or Moz to determine which keywords work for your brand. These tools allow you to see the difficulty you’ll face when trying to rank for keywords. A keyword like “dog food” probably has a lot of competition, which means it will be more difficult for you to rank for.
Instead ranking for a word with a high difficulty level, aim for lower hanging fruit that can help you quickly begin ranking. Ranking will help improve your domain rating and demonstrate to search engines you have authority. When doing keyword research, make sure to look at keywords similar to the one you’re trying to rank for. You may find similar keywords, such as long-tail keywords, that have a lower difficulty, which will allow you to begin ranking sooner.
Publish Relevant Content
Quality content can help you drive traffic and search engine rankings. There is no substitute for good content on your website. Quality content needs to be created specifically for your intended users to increase traffic significantly. Content will also improve your site’s authority and relevance to help it rank better. Here’s how to publish good content:
As we’ve already discussed, keyword research is key for helping you start ranking on search engines. Each web page and blog should target a different keyword phrase. Make sure you consider how your readers might search for your web page with search terms.
It’s difficult for a single web page to rank for multiple keyword phrases unless they are similar. A webpage might be able to rank for both “healthy dog food” , and “nutritional dog food” but it likely won’t be able to rank for keywords like “premium dog treats.”
If you want your website to rank for multiple keyword phrases, you should have a separate webpage for each phrase you’re targeting.
By now, you should have a list of keywords, their search volume, and their levels of difficulty. Once you choose a keyword phrase for a page, you’ll need to consider the placement of the keyword, such as:
- Page URL
- Page title
- Headings and subheadings
If your keyword can fit into all of these areas of your webpage while remaining natural, then you’ve found yourself a great keyword to target. Remember to be careful with placement, though. You don’t need to repeat your keyword phrase on every heading or subheading. After all, the purpose of your web page is to be readable and usable.
The content will be the body of the page. In the main content, you’ll want to repeat your keyword several times, including at least once in the opening and closing paragraphs and throughout the rest of the content. If you’re not sure how often to use your keyword without it being considered ‘keyword stuffing,’ consult an SEO tool like Surfer’s Content Editor or the SEMrush Writing Assistant.
Regularly Update Content
While crafting quality, authoritative content should be a priority, you can’t simply write it, post it, and forget about it. Updating your content is one of the best indicators of your site’s relevancy, which tells search engines you deserve to rank. You don’t have to revisit your content every week but aim to do it at least once or twice a year to make updates as needed.
As a way to ensure you’re continually updating your website, start a blog. Blogs with keywords can help boost your search engine rankings. These blogs can be long or short, depending on the topic and the research you do about the topic. If you’re using an SEO tool, you may be able to determine how many words your overall content should be to help you stand out from the competition. Need an example? Check out ShareAble For Hire’s blog that demonstrates its authority in their industry.
Now we’re getting into more technical SEO. Each webpage contains a space between <head> tags where you’ll put your metadata. This information tells Google what your page is about. There are a few different types of metadata to consider:
- Title metadata displays the titles at the top of a browser window and the headline on SERPs. This metadata is arguably the most important because it gives your page a title to help you begin ranking.
- Description metadata is a concise description of what your webpage is about, which can convince people to click on your website in SERPs. Also known as a meta description, this information should be around two sentences.
- Keyword metadata appears in the code of a webpage to tell search engines what the topic of the page is about.
Your website should be content-rich, authoritative, and unbiased to help your audience learn more about a certain subject. If your website is doing all of this correctly, then it will be more likely to obtain links from other websites to boost your SEO. These links are known as backlinks.
You can improve your authority, credibility, and chance of obtaining backlinks by adding relevant links within your content. You should always use descriptive links to improve SEO and add value for your readers.
Alt tags are descriptions of your images and videos. Also known as alternative text descriptions, they allow search engines to find your page.
Increasing Traffic and Rankings
Ranking in Google and obtaining more qualified web traffic isn’t easy for business owners, but our tips can help you learn a little more about SEO to start ranking. SEO is complex and evolving, which is why it’s always recommended to consult with an agency that can help you start ranking quickly.