Why does a business need a website?
To educate potential customers about the products and services provided by the company. Right?
So, if your beautiful website isn't ranking in search engines, how do you think it would generate leads? Alternatively, bring in actual business for the company? In a recent study by searchenginejournal, “Website leads have a 14.6% close rate, while outbound leads have a 1.7% close rate.”
How Do Search Engines Rank Websites?
If you noticed, every search query on various search engines gives different results. This is because of the algorithms used by them are different. These algorithms are changing. Search engines aim to achieve optimized search results. So to rank your beautiful websites, you need to understand how these algorithms work.
Search Engine Optimization is the process of enhancing your website's "rank-ability." Search engines are evolving, and discoverability can be a significant problem. It is a must to stay informed of the updates to change any website's on-page optimization and SEO strategy.
Search Engines follow some fundamental factors to propel a website to the top of the ranking. It involves a right blend of keywords in the content. Also, your website should have natural back-links from external sites. The search engine uses this data to determine which sites get ranked the highest.
Search Engines Love High Quality Content
Search engines love fantastic content. In particular, Google is very kind to web pages with great unique content. Earlier, websites used to trick Google by stuffing keywords on a light page. They used to do this to increase their rank-ability, and it used to work. However, now, with updated algorithms, these type of pages don't even come close to ranking.
Content is the King. If you are looking for a page to rank well for a particular keyword, then your content has to be unique.
Most of the customers come to your website for solutions. Create content that is useful for your audience. Your content should be able to answer the questions or the search query. A page with a least of 500-1000 words with relevant content tends to rank well on search engines.
Readability of the content is very essential. People reading your content may also be someone who is reading about it for the first time. Consider using simple, easy to read sentences in your content. Break up paragraphs as it is easy to understand, especially on mobile devices. Use as many headings as possible to break up the sections of the website. Google will reward your website if you spend time and effort on building great pages. With superior content, even a site with minimal back-links has managed to rank well. Google understands your intent to get high-quality page rank. Concentrate on the page metrics instead of creating a beautiful website.
Building Quality Natural Backlinks to Your Website
The most critical aspects of search engine rankings are to get quality websites to link to your site. It is both time-consuming and challenging task of SEO. Search engines usually consider your website to be valuable if you have a link from a good website. Hence making your site trustworthy and giving you a higher rank.
It has become essential that these back-links be naturally earned links. Again, great content helps to get other sites to link to your web page. There are a few tricks can help to gain exposure and get quality links.
Your search engine ranking can tamper with cheap SEO services. They can provide you thousands of backlinks from very low-quality websites. Google's Penguin update marks any site as spam if they have many low-quality links. To be precise, even a few high-quality links are better than thousands of low-quality links.
Anchor Text in Backlinks
Anchor text is the words that are used in a link. In simple words, it is a hyperlink to another page which has a content that is relevant to the topic.
Earlier, marketers used to include targeted keywords in the anchor text. However, it is no more useful as search engines have realized that this practice has been abused. Now, too many targeted keywords in anchor text can be dangerous for your website. Even primary but strong anchor text work well and are good. Links to your brand name or even generic CTA like "read more" or "click here" can be more efficient. Search engines algorithms consider keyword-heavy anchor text as manipulative. Hence have made it a less of a factor in ranking for the specific keyword.
Having diversity in anchor text is essential. Too many pages with same keyword anchor text can hurt your website's ability to rank well.
On Page Optimization for Search Engines
A web page is a blend of visible text, images, videos and other media. The page title, meta description and meta tags help you to determine how your site ranks. Marketers use a combination of 2-4 keyword phrases to improve the ranking of a website. They use these keywords in the heading, images Alt data, and in other several places on the page.
Analyzing the targeted keywords and optimizing keyword usage on each page is crucial. However, don't overboard it. Your website might get penalized for keyword spam if you have high keyword density. Also, your site will not rank for searches if you have too few keywords. Hence, the key is to keep a balance.
Additional Search Factors
There are many factors which very important for ranking well in search engines. When combined; they can help in improving the web page ranking.
- Page load Speed – No customer wants to wait too long for a page to load. A slow loading page can hurt rankings of your beautiful website.
- HTTPS – Using a secured https protocol can be an added advantage when the search engines are crawling on your site.
- Visitor Usage – This can be engagement metrics, CTR of search queries, site usage signal, etc.
Keeping It Local: Top 5 Location-Based SEO Tactics
The usual target to create online content is to attract more and more customers to your website. You have better chances to rank well if you have content that target's local audience. Here are few strategies that you can consider related to local SEO:
Landing Page Content
Adding long-tail keywords relevant to your local audience can help you rank well in your geography. Location-based keywords help you to get discovered in organic searches. Let's say you have a hotel in Detroit who is offering free WiFi to your guests. Include it on your landing page as your keyword. You will be visible to people who search for "Hotels in Detroit with free WiFi". Your content can be a better match for location-specific keywords.
News feeds on any social media, show content that is more location-specific. It would be more about people or places in your area. Adding location to your updates and posts will help you to increase your local client base.
Every image that you upload on the website include the traditional on-page techniques. It is about optimization of the website using competitive keywords. By adding location to the media you upload, you can bring more traffic to your web marketing material.
Forums are an excellent marketing platform. They are like online communities that need your services. Being active in your local online presence can bring in more website traffic. Whenever on any forum, add a location to your content. Also, add a link to your website where your customers can come to know more about you.
Mobile advertising yield more significant client response when SEM content is location-based. Create location-specific mobile SEO content. Regardless of the device, your website will give your users seamless experience.
Google Rank Website On Loading Time of the Page
Google has stated that page loading time of a web page will be one of the deciding factors for its website's ranking. Websites that take ages to load, slow down the entire internet.
Team Google has published this in an official blog post and has started to put it in place. Following is a statement that official posted by Google:
While site speed is a new signal, it doesn’t carry as much weight as the relevance of a page. Currently, fewer than 1% of search queries are affected by the site speed signal in our implementation and the signal for site speed only applies for visitors searching in English on Google.com at this point. We launched this change a few weeks back after rigorous testing. If you haven’t seen much change to your site rankings, then this site speed change possibly did not impact your site.
Fast loading web pages give a better user experience. Considering this new parameter for site ranking is a good move. For optimizing your beautiful website's load time, here are a few things you may consider:
Reduce your image sizes
Image uploads with large file size can increase the page loading time of your site. Consider decreasing the size of images to improve the page loading time. There are several free and paid tools available to compress images. You can use these tools to compress your images without reducing the quality.
Web hosting also plays a significant role in your beautiful website’s loading time. A slow server can delay your page's loading time. Make sure your web-hosting is compatible with the latest technologies. Don't use underpowered web-hosting services.
You can serve your website faster by caching your pages. The page will load from an earlier saved page on your web host. Hence, reducing the server load and page loading time.
You can convert a couple of images into one big image using CSS Sprites. It would reduce the number of concurrent connections. It will allow your beautiful website to load faster.
Does Readability Rank?
Readability of content is playing a significant role in page ranking. It is an essential factor Google consider while evaluating any website content. There is a now a compelling relationship between explicit content and SEO. Google is now ready and has set up an excellent tool for assessing the credibility of your content.
Hummingbird and Readability
Google's search engine uses more than 20 ranking factors and is complicated. There are new search engine algorithms all the time. Moreover, Google never shares any details on how the rank of any website. Earlier, backlinks and keyword optimization were significant factors affecting site's rank. However, it is no longer valid with Hummingbird. It seems Hummingbird's algorithm understands search queries better. A website needs an outstanding and relevant content if you want it to rank well in search results.
Hummingbird focuses on sites that provide content with high readability score. Web pages with more engaging content have a better ranking. Google tracks user engagement on each of the pages and ranks the page.
UX and Readability
Your users will not engage with your site if the content on your site isn't easy to read. Nobody enjoys reading content that is stuffed with keywords and is boring. The content you published should be focused to give the best experience to your audience. An unsatisfied visitor will leave your website in no time. This will increase your bounce rate and decrease your website's ranking.
Voice Search and Readability
With growing popularity of voice search, readability of content becomes more critical. Most people do voice search queries. Search engines will not understand the content with low readability. Hence text needs to clear and easy to read from any device.
How to make your content more readable
Your content can be more audience-friendly if you use simple words and short sentences. Try analyzing the content of your website to see if lots of commas. Look for complicated vocabulary and replace them with simpler words. Avoid using polysyllabic phraseology.
Search engine rankings are tricky. However, now that you have read this article, you might be explicit about how you can improve your website’s visibility in search results. Understand your site traffic and make it more user-friendly. You will see relevant high-qualified people coming to your website. If you are finding it difficult to improve your website's ranking, we would love to help. Get in touch!