Whether you are a small business owner trying to manage your website or a website manager working for a digital marketing company, one of your primary goals is likely going to be trying to boost the Google rankings of the site in question. You will also probably have read many different articles on how to do this, often going into far too much technical detail and losing you along the way. You are also liable to have read some conflicting statements and there’s no getting away from it, this is a complicated area and the road to success is likely to be paved with many pitfalls. Thankfully, however there are some strategies that are universally applicable and not too technical. Let’s take a look at six of the best.
- Understand your business and your customer profile and make a semantic core (list of keywords) for content
This may seem like a longwinded tip, but each aspect is very important. You need to take a step back and look at your point of difference as a business and your main strategic advantages over competitors. After doing this take a step across the verge and look at your business through the eyes of your customers. What are their priorities? What are their problems? What are their demands? You can use online IP address tracking software to monitor visitors to your site and analyse the keyword searches that bring them to your site – this will help immensely. After doing all of these things and brainstorming them you should be well-placed to begin to put together a comprehensive but not over-extensive list of keywords that should be integrated into meta tags and titles as well as blog content, without abusing them.
- Publish quality content regularly
Whatever the advancements in online marketing and approaches to boost rankings there is no replacement whatsoever for the population of blogs and sites with well-written content that is clearly of use to the end user (that fits your customer profile). Ensure that keywords are integrated smoothly and sparsely and that every article is written to a high standard and in a format that is valued by search engines and users alike. Lists are good, ‘how to’ articles are great and quizzes are also extremely successful. Don’t ignore the potential and importance of video either.
- Work out and implement a clear, consistent and unique social media strategy
Clear, consistent and unique – these three words perfectly precis the correct approach to a successful social media strategy. Find your company’s voice, keep it consistent and inject it with a modicum of humour. Establish when your customers are most active (again, IP tracking may help) and post at key times. Your content should be kept fresh and interesting and should be linked to social media accounts to encourage cross pollination, sharing, retweeting and interaction. You need to ensure you are promoting healthy and vibrant brand visibility and rewarding your followers with exciting competitions. If you encourage followers to part with their email addresses in return for a competition entry and offer further entries for retweeting the competition or sharing it on Facebook, tagging friends etc. then all the better. Make sure you use the appropriate social media platforms for different purposes. Respond to current affairs on Twitter as this is the most time-sensitive platform, for instance.
- Make sure your site is ready and optimized for mobile
As things stand mobile is massive. As things will stand in a couple of years it will dominate online use. For this reason it is imperative that all companies optimize their sites for mobile use. Anyone not doing so will be left behind – it is that simple.
- Encourage Inbound links – but focus on quality
An inbound link is a hyperlink back to your site from another. In order to optimize your website for SEO you should focus on a variety of high quality inbound links. Quality inbound links should come from an authoritative site and utilize proper anchor text. A great way of encouraging inbound links from great sources is to build good relationships with high quality blogs and sites and writing guest content for other blogs. This is a great article that explains how you can build up a superb variety of inbound links.
- Regularly update your content
Out of date articles are a big ‘no no’ when it comes to SEO, so do take the time to revisit historic articles and refresh and update them accordingly. This is not only great for SEO but also for your overall user experience and reputation as an authority in your field.