Ranking higher is search engines is what is going to get your website seen by the most people. Coming up in the results is great, but useless if you’re appearing on page two and the person searching can find what they are looking for through a link on page one. Therefore the best place to be is in the top half of the first page, as that is where the most clicked results are likely to be. Getting into this section is incredibly difficult and you may have to settle for a place just below it but as long as your content is good someone should find you and word should spread of your brand eventually. However to get anywhere near the first page of search results you need to put in a lot of time and effort to making it happen. This means optimising and tailoring your site and its content specifically to suit both your customers and specifications search engines look for to determine a good website. Luckily, there are a few common strategies you can start with.
Tailoring website content
Creating content like product descriptions and even blogs can help boost the rankings of your site when done well. In order to create this kind of content to a reasonable standard it all needs to be appropriate, all of it making complete sense for your website. Having a website full of content that adds no value to its overall purpose defeats the point of creating the content in the first place, as it will all likely be unusable for the people who would be interested in your website. Each piece of information or content must have at least a vague tie with the subject of the website. For example, having an eCommerce store that sells computer parts and uploading blog posts to it about cooking recipes is completely pointless, where’s uploading installation guides and latest product reviews would be incredibly helpful for users of the site.
On top of this, all content needs to be completely original which means no copy and pasting from other sources on the web. Try to keep ideas as fresh as possible and input you own information in your company’s personal tone of voice. Not only will copied content put off your readers if they start to notice the duplicates, but it will also have a huge hit on your search engine rankings as it does count as plagiarism. Unfortunately it can become hard not to take inspiration from other sources for ideas as the task of keeping an updated blog or information service can become difficult. When ideas run out it can be tempting to give up posting, but keeping a regular posting schedule is just as important as what is in the content you write. As it provides not only a regular source of new content for you to link to, it also acts as new sources to add in keywords and posts to promote across social media and in newsletters keeping your audience fully engaged.
Paying attention to Metadata
Make sure to use meta data for titles, descriptions and in the form of keywords. These as a whole will improve your website ranking as it makes your website easier to read for search engines. Having well designed and organised metadata will make your site better to read simply by making your pages clear and concise. The titles and descriptions of each will be clearly outlined and descriptively state what is in each part of your website and will be much easier to pull up from your site if they are outlined as being titles and descriptions. The descriptions of your pages will also be the text chosen to show up under your link in a search engine, so making it concise but descriptive is highly advised as it is this text that you are trying to use to bring in potential customers.
Of course the use of keywords may already be known to you, they are used within text and html to be used as main phases that link to your content. For example if someone searches one of the keyword phrases in your text, or something incredibly similar they are much more likely to be lead to your site than anyone else’s. To get the best results, it is important to choose more detailed keyword phrases rather than singular words. These phrases usually consist of up to four words that directly describe the content on your page. The benefit of this is that the specific nature of the phrase will bring in the people actively searching for your kind of content whilst filtering out those who are simply searching similar words.
Utilising the potential of links
There are many ways to use links to boost the search engine ranking of your site that you may not even be using. A huge form of linking every website should utilize to its fullest potential is internal linking. These links should be used to link the pages of a website together through relevant content, such as linking a page that relates to a blog posted on the website and vice versa. Linking can be done through text and even in banners such as homepage images and extra smaller personal advertisements on your website. However if text is used as a form of internal linking it is always better to make sure that the link flows well with the content surrounding it. This means not using obvious ‘Click here’ as link text, but instead using a sentence mixed within a paragraph that tells the customer where they will end up if they click your like. Whether you do this by quickly describing what the page is for or by hinting at the content that lies on it, as long as it informs people what they are clicking your link to find and doesn’t look too out of place it should perform well. Also, not only do these well embedded links look good to your customers, but they also look good to search engines.
Aside from internal links, it is also important to build up links with external websites. These websites simply need to reputable and related to the topic of your own site. You can link by creating accounts and commenting on blogs, offering advice and having a website link in your profile or through simple text links on a website that is happy to host them for you. If you want to take it a little further you can even ask to guest post on other websites blogs, creating new content specifically for them to post under your name, which usually includes some sort of link back to your website. The benefit of guest posting is that you will not only get links from reputable websites, depending on which you choose, but you will also be able to tap into those sites audiences. Using your content and link to bring them through to your website so you will get a raise in search engine rank from both the credible links and increase in traffic.
Becoming mobile friendly
With many of your potential customers now shopping from the comfort of their mobile, it makes sense that your website should be able to function easily on these kinds of devices. Otherwise many of them will click on to your site, realise they have to perform unneccessary actions in order to read you site such as zoom or scroll sideways to see the whole page and leave again. Unhappy with your website’s performance, possibly never to return again except on their laptop if they really like your brand. But even with this small sliver of custom that will come through the website after being unhappy with your mobile services, your traffic levels still have likely dropped for not catering to their needs.
This is where having a fully responsive website comes in, having this kind of website not only allows your website to display easily on mobile devices, it also adjusts to and detects any kind of device with any screen size so you never have to worry about it not fitting on a screen again. Also, all those customers that want to find you from any device will be able to, hopefully bringing you back a boost in traffic again. The higher amount of traffic will boost your search engine ranking, so this is already a worthwhile investment, but there are more benefits to a responsive website. Some search engines actually reduce your ranking for having a non responsive website, as it doesn’t cater to the vast majority of people on search engines who use smaller devices, so you are unlikely to come up as a result if your page will not display right for them.