Let’s set the scene.
You’ve spent months getting your business into the best possible shape. You’ve designed and launched a new website, sussed out all the internal working processes, hired the right staff, and are finally ready to look at digital marketing.
You’ve heard about search engine optimization (SEO), paid search campaigns, and social media advertising, but you decided that those were expenses you could do without to conserve your budget. You went ahead and did your own best efforts at marketing, posting organically on social media, writing a few SEO-friendly blogs, and setting up a weekly newsletter.
But after a few months, you’ve noticed that your Google ranking hasn’t changed much and realized that your marketing techniques haven’t been effective. What should you do now? A quick search brings you to this article.
Welcome To Digital Marketing 101
Digital marketing may seem like a minefield. But by utilizing the right kind of tips and techniques from industry experts, it can be the most effective way to help your brand grow.
When you first start out as a business, getting your name out there is vital to being successful. But with so much online competition, doing that can be a lot easier said than done.
Standing out online can only really be achieved through highly relevant and well-thought-out content and marketing campaigns. And we’re here to help you with that today.
Here are some of the best website improvements to boost your Google ranking, helping your brand finally get in front of the audience you’ve been trying to reach.
4 Tips to Boost Your Google Ranking
Make Your Meta Descriptions Clickable
Each of your web pages will have its own unique meta description – a snippet that appears under your page title in the search results, outlining exactly what’s on your page and why someone should click on it.
From a ranking perspective, these meta descriptions are one of the most important and most visible elements to consider. In essence, they act as a mini advert for your website. In order to attract customers, the more enticing they can be, the better.
Keep your title tag and URL short. Then, write each description in a way that is both attractive and informative, arousing the viewer’s curiosity within a 150-word limit.
Learn how to create your meta descriptions the easy way, using a WordPress Plugin! Read Content Optimization Tips Using Yoast SEO.
While they may sound like a minor detail, meta descriptions often set the first impression of your website to consumers. That’s why you need to make sure they’re great.
Publish Long-Form Content
Research has found that the longer and more in-depth your content is, the better.
Obviously your Contact Page doesn’t need to contain 1,500 words in order to do its job. But rich content like blog posts or case studies, which goes into depth on a topic, is Google ranking gold.
Authenticity can increase for longer posts, with Google recognizing deeper copy as more relevant than a shorter post that leaves out information. Plus, the more well-researched a topic is, the more confident and relevant it comes across – two things Google looks for when determining its rankings.
Structure and layout are equally important to long-form content. Rather than having your copy as one large piece of text, break it up using relevant subheadings that utilize the keywords your target audience is likely to be searching for.
Add bullet lists where you can, as well as any useful imagery or videos that supports the information you’re sharing.
The better your content quality, the better Google will see it and the higher it will rank. Simple, right?
Use Internal Links
It’s great to have lots of interesting, well-written, and informative pages on your website, but without the correct SEO techniques, nobody will actually see them.
Ensuring each page has the right topic tags, is well-structured, and features relevant keywords is one thing – but linking each page or post to other pages on your site can make a big difference in how Google perceives your overall website.
Internal links help your audience move around your website, and they help search engines understand what your pages are about and how they relate to one another. Look for opportunities to link to your other pages and posts throughout each page – but be careful not to overdo it.
Google’s current algorithm scours the web for the best quality content that matches a search. Stuffing links into your copy without purpose will not only compromise the quality of the content you’ve written, but it will also set Google’s alarm bells ringing.
As with adding relevant imagery or multimedia, only add links to a page where they fit naturally to enhance the user experience. This, in turn, will provide Google’s spiders with several juicy sources to dig their teeth into.
Make Your Website Quicker
In today’s day and age of technological advances and high-speed internet, consumers look for ease, convenience and – most importantly – speed.
If your website is slow to load, especially on mobile devices, you’re not just off-putting to your customers. Search engines don’t like to send people to slow sites, either. Google wants to keep people happily using its product because it delivers the results they want, which is why it ranks websites in the first place.
In other words, slow websites spell trouble for your Google ranking, resulting in pages landing much lower in the search engine results. This translates to fewer page views, less advertising revenue and, ultimately, fewer conversions – all of which is terrible news.
To combat this, the first thing you should do is think about upgrading your hosting plan to improve your website’s speed. (Have you heard about Anvil, the affordable custom website solution that includes dedicated hosting?)
You should also always optimize the images on your website, because the larger they are in terms of file size, the longer it will take for them to load.
Once you’ve done that, review your website’s plugins and pare them down (without compromising your website) to just those you regularly use. Aside from taking up valuable space, out-of-date plugins can be responsible for security vulnerabilities. If they’re not useful, get rid of them.
Finally, think about caching your web pages. This will enable visitors to access your pages more quickly in the future, since the page’s data will already be stored in the user’s database from the first time they accessed it.
While SEO and marketing may sound incredibly complicated at first, when you delve into the nitty-gritty of it, they’re really anything but.
By making a few website improvements here and there, and setting a plan in motion to make the most of the content you produce, you should not only see your Google ranking soar but your web traffic and conversions should increase substantially, too.
The key thing to remember is to always put yourself in the shoes of your target consumer. Understand what it is that would make you engage with a website, and take the time to put those practices in place.