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The higher a website ranks in a search, the better the chance that a website will be visited. Most Internet users will not click through multiple pages of search results, so a high ranking in a search is necessary to direct more traffic to your website.
While a top listing is not guaranteed, there are a number of small steps that you can take to improve your chances of gaining a top ranking. We recommend the following 5 basic steps to produce a more desirable search engine listing:
1. Content Writing/Keywords
We’ve found that content targeting is the most successful strategy. Search engines use algorithms that understand the main themes of entire websites, not just single pages. To build a clear theme, identify a focused group of keywords that are relevant to the content on most pages of your website.
In practical terms, if you’re writing an article, service description or sales copy for your website, focus on creating informative and interesting content, but factor in keyword phrases that are more likely to give you a better ranking with the search engines.
Key word selection can be a rather complex process as there are many different factors that come into play when search engines decide the ranking of your webpage and how well your keywords rank. You may wish to spend some time educating yourself about this process. A good rule of thumb is to choose 2 to 3 word phrases from content that appears throughout your website that you expect to have the greatest appeal to the visitors you want to attract.
We suggest that you consult with colleagues as you create your list.
2. Title Tags and Meta Descriptions
Meta tags are special HTML tags that describe a webpage to search engines. The two that matter most today are the title tag and the meta description, which search engines often show as the headline and summary of your page in their results. Google no longer uses the old meta keywords tag at all.
Write a unique title and description for every page, using your main terms naturally. Keep titles to around 60 characters and descriptions to around 155, and avoid stuffing or repeating keywords, as this can hurt your rankings.
3. Submit Your Site to Search Engines
Once your website is complete, it’s time to tell the search engines about it. Create an XML sitemap (most website platforms make one automatically) and submit it through Google Search Console and Bing Webmaster Tools. Both are free.
These tools also show you which of your pages have been indexed, which searches you appear for and any problems the search engines found on your site, so you can fix them.
4. Track Your Rankings
Search engine optimization doesn’t end with submitting your website. You still need to measure how your site is doing and make any necessary changes. Google Search Console shows your average position, clicks and impressions for each search phrase, and an analytics tool such as Google Analytics shows how visitors use your site.
If you’re not happy with your rankings, a proven way to improve them is to earn links from other reputable, relevant websites. Links are still one of Google’s most important ranking signals, but quality matters far more than quantity, and buying or swapping links can get a site penalized.
5. Website Promotion
Your search engine optimization efforts should always be reinforced by other forms of promotion and marketing. One way to do this is an email newsletter that delivers useful and informative content and drives visitors back to your website. Other methods of promotion include social media, online advertising, print advertising, special promotions (such as a giveaway), surveys and word-of-mouth promotion.
Website promotion is a crucial part of running a business online. Success in sales is a numbers game, and without serious web traffic you will not have the numbers you need to prosper.
To your success!