If you’ve just developed your first website and are interested in the ways in which you can improve your organic search results, then you’re certainly on the path to success. SEO is one of the most reliable marketing tools because it enables you to get your message in front of possible consumers that are directly looking for your services.
Regrettably, the answer isn’t very straightforward! Google’s search ranking algorithm is effectively its secret to success, so it’s incredibly convoluted and has over 200 variables that account for the listings in its Search Engine Results Pages (SERPs). The good news is, not all variables are created equally, so you can focus on the most crucial variables that will have the biggest effect on your SERP listings.
It is very important to appreciate that the weight of each variable is adjusted over time, so Google will place more priority on particular variables according to user behaviour and how Google believes it can maximise the user experience. Having said this, most of the leading organic SEO ranking variables have been in the same position for a number of years now, so understanding these top variables can give you a greater understanding of how you can optimise your organic search results to enhance website traffic, customer engagement, and ultimately sales.
A great priority is put on content because Google wants to rank the most relevant websites at the top of its search results listings. The recent Hummingbird update enables Google to understand a website’s content structure and how this content adds value to prospective consumers, so formulating quality content set in a natural tone will be compensated with higher rankings. Including articles in your website such as detailed tutorials, guides, and how-to’s is a terrific start. Likewise, the more content you have, the better it will rank in search results. SerpIQ (https://serpiq.com/) has assessed the top 10 search results and discovered that the top positions contain content that is approximately 2,400 words in length.
For over a decade now, backlinks have been one of the most significant variables in SERP listings since the more links there are to your website from reputable sources, the more trusted your website is regarded. The flip side of the coin is true as well though, so be careful not to create links on spammy or uncredible websites or your rankings will go down! Matt Cutts (https://www.youtube.com/watch?v=iC5FDzUh0P4) from Google explains that backlinks will lose value in time as Google tries to find new ways to evaluate websites, but for the time being, link building is still the best gauge of relevancy and authority.
- Mobile Optimisation
With more users now searching from mobile devices than desktop computers, there has been a significant shift towards optimising your website for mobile devices. Google is already experimenting with mobile-first indexing, which signifies that Google’s index will soon crawl the mobile version of a website as opposed to the desktop version. If your website isn’t currently mobile-friendly, you better get started but beware not to release it until it’s 100% complete or you may be penalised. Page loading speed is a vital factor for mobile optimisation, so strive to have mobile pages loaded within 2 seconds to make certain your website is genuinely ‘mobile-friendly’.
- Other Technical Factors
There are lots of other technical variables that will considerably determine your SERP listings, such as security, headings, anchor text, and interstitials. There is a strong correlation between high ranking websites and those that are SSL encrypted (HTTPS), and this is very easy to install if you haven’t already done so. Furthermore, make sure your landing pages have a H1 or H2 heading in the source code, as this has been found to correspond with higher rankings. Other factors such diverse and organic backlink anchor text and less on-page ads and pop-ups will also improve your organic search results listings.
- Keeping up to date
Google’s search ranking algorithm is always transforming, meaning that SEO techniques are always changing also. Although there more than 200 variables in Google’s search ranking algorithm, Google has placed great significance in recent times on rich content, quality links, and a seamless mobile experience. Trying to focus on all Google’s search ranking variables will prove to be ineffective, but if you concentrate on prioritising the abovementioned variables in your SEO efforts, you will be ahead of the competition.
If you need any advice in ways to properly execute any of the above SEO techniques, don’t hesitate to speak to the digital marketing specialists at Internet Marketing Experts Lismore by phoning 1300 595 013, or alternatively visit their website for more information: http://www.internetmarketingexpertslismore.com.au