Top Tips To Improving Your Search Engine Ranking

Include Relevant Content:

Including content that has great readability and is actually useful and/or insightful for the user is important when it comes to SEO. If your website includes content that users can easily understand and provides the answers they need from their search result, which will increase user satisfaction meaning the users come away from your website feeling satisfied and content with the new information they wanted to learn. 

Users will be more  inclined to return to your site through including clear, relevant and useful content. Therefore, this will increase your webpages traffic and user engagement as a result. However, the traffic may not matter as much as returning users may be more likely to ‘convert’ (e.g purchase something through your site) which is important. Moreover, if your site includes other aspects that link to the users search but wasn’t necessarily their search intent, they may also find this information useful meaning they will spend longer on your site. 

Google will recognise when a site has high user engagement, meaning this could improve your search engine ranking.

Use Keywords:

A ‘keyword’ can be one word, or a group of words. For example, it could be “cushion” or “grey detail cushion” – a keyword is just a way of describing what you want the focus of your page to be. 

In the early days of search engines, it was easier to trick them by using ‘keyword stuffing’ – this is the overuse of a particular word for example; ‘best coffee’ in which the search engines would recognise this and therefore rank this URL higher due to the large amount of keywords used in their content and therefore Google would believe that this URL was relevant to the users search. However, this overload of keywords creates a terrible user experience due to not being relevant or clear. Therefore, you need to be careful when using keywords when trying to rank higher as you need to take into account the users who are visiting your website and if they will in fact find your content clear and useful.

Whilst keyword stuffing isn’t the way to go, adding in keywords is still a must in helping your website rank higher. Make sure you identify and use a certain keyword phrase for each page on your website which you feel a user will search for; therefore, Google will identify the keywords included on your page and will suggest your webpage is relevant in answering the users query, improving your chances of ranking higher.

How do you identify which keywords you should use?

Ways to identify your keywords that you need to be including:

  • Using competitor analysis (sounds more complicated than it actually is) just make a list of your company’s competitors and the variations other people use in terms of keywords on their site and implement this onto yours.
  • Download Keywords everywhere this will help in seeing how many users search for a specific keyword monthly, and also what other search terms they are using that are related to your keyword, which could help you make a more informed decision on which is the best one to target.

But where do you place keywords?

Ask yourself, could I include my keyword in the page whilst still sounding natural and readable?

For example include keywords in:

  • Page title & description – which can be found on the back-end of your website, and is usually in ‘page settings’ or ‘SEO settings’. This is the title and description that users see on Google – so make sure it’s interesting! 
  • Headings, sub-headings, main content.

If the answer is yes to any of these then this can improve your search engine ranking

Are links important for your website?

Links play a big role in terms of SEO. In years gone by search engines needed help to see which URLs where more trustworthy than others to help rank them in the search results, if your site had more links pointing towards it, this meant you were trustworthy. The focus was on quantity not quality.

However, this was unreliable, as some people tried to ‘game’ the system by buying links that point to their website as a strategy to rank higher in the search results.

Google quickly identified this, and released the first of their ‘Penguin’ updates, which penalised sites that had done this, thereby rewarding sites that focus on quality over quantity. 

The more links pointing towards your website, the more Google will trust you.

A better way of trying to increase links pointing towards your website in hopes of Google trusting your site and therefore ranking higher comes down to two main strategies:

1. Competitor backlink analysis

A popular first step to link building is to look at your competitors and see which links they have but you don’t, this is known as competitor backlink analysis.

You could make a list of them, and try to contact the website to see if they could include your business too.

  • To find this data, you can start by typing in your competitors website on  Moz Link Explorer

2. Outreach

This is another way in receiving links, contacting companies via email and simply asking them. However, before simply asking them to link to your webpage, become someone they can trust so that when you do eventually ask, they are more inclined to say yes.

The best way of doing this is to offer something in return, that will make their job slightly easier – such as providing them with some content for their website. 

So how do you create content people will be interested in? Think about the product or service you offer, and how that could help somebody (e.g. inform them about something in their work life) or make them feel something (e.g. share a post that made them happy).

These top tips should help in increasing your chances of ranking higher in the search results, moreover, by implementing these will help Rankbrain find you.

What is RankBrain?

RankBrain is a machine learning-based search engine algorithm which helps Google to process and provide the most relevant search results for users. For example, RankBrain will notice a lower ranking URL providing a better result for users than another URL which is ranked higher, therefore RankBrain will adjust this by raising the more relevant results higher. Pretty clever right?


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