Your Google ranking is undeniably important, and your website optimization is critical to ranking well. In fact, research shows that more than half of Google’s traffic goes to the top three ranked websites. Furthermore, approximately three-quarters of the traffic goes to sites listed on the first page of search results. How do they get on that first page?
I’m sure you already know about Search Engine Optimization, but a lot of local businesses are, quite simply, not getting the job done. They’re focusing on outdated SEO methods, or else they’ve designed their own websites and missed out on some key opportunities to improve their Google rank.
That stops now. In this post, I’ll walk you through the must-have optimization techniques that will help your website get the lion’s share of traffic for your keywords.
You’re probably not an expert programmer, but with today’s easy-to-use site-building tools, you don’t need to be. However, that doesn’t mean that you can afford to ignore some basic coding issues on your website.
Metadata is the first coding issue to address, and it includes two things: your title tag and meta description. Both items appear on Google’s SERP, so you need to get them right.
Let’s start with the title tag. Ideally, you want as much of your title as possible to appear on Google. If you shoot for a title tag that’s fewer than 60 characters. (Technically, it’s 600 pixels but that’s a little harder to measure.)
Your title tag should contain your most important keyword as close as possible to the beginning of the title. After that, think about your audience and write a title that’s likely to appeal to them.
The meta description is longer, usually about 155 characters including spaces. Its job is to provide a concise and compelling description of your page. It’s important to have a unique meta description for each page of your website, including blog entries.
Here again, use important keywords but don’t overdo it. You want to give readers a clear idea of what your page is about to make them want to choose your site over the others that are available.
Next, you’ll want to make sure to include Schema markup on your site. Schema is a collaborative effort by Google, Yahoo, Microsoft, and Yandex. It’s designed to let search engines (and users) know what your website is all about.
For example, a reference to the word “avatar” might refer to:
Schema code provides context for the language you use on your site. Using it properly will ensure that your site displays properly and that the information you put on it can be understood.
Google has doubled down on HTTPS, in July 2018 Google made it clear that not only is website security a ranking factor, but it’s a huge trust factor with visitors. Google is now making it very obvious in its latest update to the Chrome browser if your website is not secure. For this reason, your website must be secure. Setting up HTTPS can be a little tricky, and many businesses who think they’ve successfully implemented a secure site are often frustrated when they learn that Google has marked them with not secure mixed content issues. I recommend that you hire an expert to get this done, and get it implemented quickly.
The final coding issue to consider is the crawlability of your site. Google and other search engines send out bots to “crawl” your site – meaning that they check its navigability. Broken links and other issues can make it difficult or impossible for search engines to index your site properly and that can affect your search rank.
You can manually check your site and make sure to repair or remove broken links. You may also want to use a tool like RankSider to check your site’s crawlability.
When it comes to getting to the top of Google, your site’s structure and content has a lot to do with where you end up. While you can design your site to your liking, there are certain things you need to have if you want your site to do well.
Including these five things on your site will maximize your SEO and ensure that Google’s algorithms give you the rank you deserve.
The design of your website might not play a direct role in SEO, but people will be more likely to visit (and revisit) your site if it looks good. That means that you’ll need to have:
SEO is a very complex topic and there are numerous other things an SEO expert can do to help you rank better on Google, but these tips will significantly improve your search engine rankings. Doing a review of your website can reveal opportunities for improvement – and make a big difference in your Google placement.
Ian Cantle is the President and Marketing Strategist at Outsourced Marketing. His 20+ years in marketing and communications in a variety of industries have provided him with a unique perspective on what works and what doesn't in marketing. Ian founded Outsourced Marketing to fill a gap in the marketplace between businesses and sound marketing strategies and marketing systems. His goal is to take the mystery out of marketing and show business owners how a systematic approach to their marketing can provide exceptional results while easing the burden on them. Ian has also co-authored the book 'Content Marketing for Local Search: Create Content that Google Loves & Prospects Devour' that provides local businesses with an unfair competitive advantage, available on Amazon. Want to discover the Outsourced Marketing difference? Book a free discovery call or call us at 905-251-8178.