If you’ve just put together your first website and you’re interested in the ways in which you can enhance your organic search results, then you’re certainly on the road to success. SEO is one of the most useful marketing tools since it allows you to get your message in front of interested consumers that are directly searching for your products or services.
Regrettably, the answer isn’t very straightforward! Google’s search ranking algorithm is basically its secret to success, so it’s genuinely convoluted and has more than 200 variables that account for the listings in its Search Engine Results Pages (SERPs). The good news is, not all variables are crafted equally, so you can address the most relevant variables that will have the biggest impact on your SERP listings.
It is crucial to recognise that the weight of each variable changes over time, so Google will place more focus on certain variables based upon user behaviour and how Google believes it can maximise the user experience. With this being said, most of the leading organic SEO ranking elements have been in the same spot for a couple of years now, so understanding these top variables can give you a greater understanding of how you can optimise your organic search results to grow customer engagement, website traffic, and ultimately sales.
A great emphasis is put on content given that Google intends to rank the most relevant websites at the top of its search results listings. The latest Hummingbird update helps Google to understand a website’s content structure and how this content adds value to potential consumers, so constructing quality content set in a natural tone will be remunerated with higher rankings. Including articles in your website such as descriptive tutorials, guides, and how-to’s is a fine start. On top of that, the more content you have, the better it will rank in search results. SerpIQ (https://serpiq.com/) has examined the top 10 search results and discovered that the top positions contain content that is around 2,400 words in length.
For over a decade now, backlinks have been one of the most valuable variables in SERP listings due to the fact that the more links there are to your website from reputable sources, the more trusted your website is perceived. The other side of the coin is true also though, so be careful not to create links on spammy or uncredible websites or your rankings will decrease! Matt Cutts (https://www.youtube.com/watch?v=iC5FDzUh0P4) from Google explains that backlinks will lose value in time as Google searches for new ways to evaluate websites, but for the time being, link building is still the best indicator of relevancy and validity.
- Mobile Optimisation
With more users now browsing from mobile devices than desktop computers, there has been a substantial shift towards optimising your website for mobile devices. Google is presently experimenting with mobile-first indexing, which indicates that Google’s index will soon crawl the mobile version of a website in contrast to the desktop version. If your website isn’t already mobile-friendly, you better get started but be careful not to release it until it’s 100% complete or you may be penalised. Page loading speed is a decisive factor for mobile optimisation, so strive to have mobile pages loaded within 2 seconds to make sure that your website is truly ‘mobile-friendly’.
- Other Technical Aspects
There are many other technical elements that will greatly alter 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 straightforward to install if you haven’t already done so. Additionally, 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 aspects such unique 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 continually adjusting, meaning that SEO techniques are continuously changing also. Even though 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 smooth mobile experience. Trying to concentrate on all Google’s search ranking variables will prove to be unproductive, but if you focus on prioritising the abovementioned variables in your SEO efforts, you will be ahead of the competition.
If you need any advice in how you can properly execute any of the above SEO methods, don’t hesitate to talk to the digital marketing specialists at Internet Marketing Experts Newcastle by phoning 1300 595 013, or alternatively visit their website for further information: http://www.internetmarketingexpertsnewcastle.com.au