If you’ve just developed your first website and want to know the ways in which you can enhance your organic search results, then you’re certainly on the path to success. SEO is one of the most successful marketing tools given that it allows you to get your message in front of prospective consumers that are directly searching for your services.
Unfortunately, the answer isn’t very straightforward! Google’s search ranking algorithm is ultimately its secret to success, so it’s remarkably 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 created equally, so you can concentrate on the most relevant variables that will have the biggest effect on your SERP listings.
It is crucial to recognise that the weight of each variable is adjusted as time passes, so Google will place more significance on particular variables based on user behaviour and how Google perceives it can maximise the user experience. With this being said, most of the top organic SEO ranking variables have been in the same spot for a number of years now, so understanding these top variables can give you a better understanding of how you can optimise your organic search results to boost customer engagement, website traffic, and ultimately sales.
A great significance is put on content due to the fact that Google intends to rank the most relevant websites on top of its search results listings. The latest Hummingbird update enables Google to understand a website’s content structure and how this content adds value to prospective consumers, so composing 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 an ideal start. On top of that, the more content you have, the better it will rank in search results. SerpIQ (https://serpiq.com/) has studied the top 10 search results and identified 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 meaningful variables in SERP listings considering that the more links there are to your website from reputable sources, the more trusted your website is regarded. The other side of the coin rings true as well though, so beware not to generate links on spammy or uncredible websites or your rankings will decline! 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 appraise websites, but for the time being, link building is still the best gauge of relevance and authority.
- Mobile Optimisation
With more users now surfing from mobile devices than computer or laptops, there has been a notable shift towards optimising your website for mobile devices. Google is presently experimenting with mobile-first indexing, which suggests 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 beware not to release it until it’s 100% complete or you may be penalised. Page loading speed is a critical factor for mobile optimisation, so aim to have mobile pages loaded within 2 seconds to make sure your website is truly ‘mobile-friendly’.
- Other Technical Variables
There are many other technical factors that will drastically influence 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. Also, make sure that your landing pages have a H1 or H2 heading in the source code, as this has been found to correspond with higher rankings. Other elements such diverse and organic backlink anchor text and less on-page ads and pop-ups will also increase your organic search results listings.
- Keeping up to date
Google’s search ranking algorithm is continually transforming, meaning that SEO techniques are always changing also. Even though there more than 200 variables in Google’s search ranking algorithm, Google has placed great emphasis in recent times on rich content, quality links, and a smooth mobile experience. Trying to focus on all Google’s search ranking variables will prove to be ineffective, but if you focus on prioritising the abovementioned variables in your SEO efforts, you will be ahead of the competition.
If you require any help in ways to properly execute any of the above SEO methods, don’t hesitate to get in touch with the digital marketing specialists at Internet Marketing Experts Canberra by calling 1300 595 013, or alternatively visit their website for further information: http://www.internetmarketingexpertscanberra.com.au