According to Internet Live Stats, there are 3.5 billion searches per day on Google alone. Also, Moz released a 2014 study showing that the top 1 organic search result gets over 30% click-through rate.
These stats alone should compel you to have a solid search engine optimization strategy. As Evie Harrison puts it, “Good SEO is the bridge that connects customers to your business and helps generate leads.”
Still not convinced? Here are 10 more ways that SEO can boost your website’s organic search rankings.
1. Target Keywords
Targeting the right keywords is one of the foundations of a strong SEO strategy. That’s because your keyword research can either make or break your organic search rankings.
For one, targeting the right keywords can help you find opportunities to create content that is valuable to your target market. These are content that is meant to educate, inform, or entertain them. Doing so can ensure that you are driving people to your site who are likely to make a transaction with you.
When conducting keyword research, it is important that you rely on user intent. Ask yourself whether the search query is something that your target audience will type in while looking for your brand or products.
If you base your research on search volume alone, it can be difficult for you to rank for those keywords. Not to mention that ranking for your selected search terms can drive useless traffic (website visitors who aren’t exactly your target customers) to your site.
2. Content Marketing
Other than keywords, content also plays a major role in ranking.
Publishing valuable content compels your audience to cite you as their resource. The more your content gets spread online, the more you build awareness for your brand.
It is also important to note that content is more than what is on your website. It is important that you develop content that you can pitch to other websites relevant to your business.
Doing so can lead to your business being an authority within your industry. Add to that the fact that you get to acquire links and citations for your website.
3. Backlinks Strategy
As mentioned earlier, publishing content on other relevant websites enables you to get backlinks to your site. It is also an earned media, which is very valuable in building awareness for your brand.
Having a backlink strategy is integral for an effective SEO campaign. It helps improve your website traffic, search engine ranking, and online reputation.
However, you should be aware that the quality of your backlinks and your sources also matter. As Katie Pritchard puts it, “You need quality content with something valuable to say in order to earn your backlink.”
Guest posting, podcast interviews, and webinars are great ways to build authority while working on your SEO efforts. In fact, Neil Patel said that “Reputable backlinks will keep your site relevant to search engines for years to come.”
4. Authority Building
What you need to understand about SEO is that it is a marathon. It is important to have a clean and effective website other than producing valuable content.
According to Sam Hollingsworth, you can build authority over time as a result of the following:
- Quality backlink profile
- Positive user behavior
- Machine-learning signals
- Optimized on-page elements and content
Remember that it takes time and patience to establish your business as an industry leader.
5. Increase Traffic
Regardless of what your business offers, it is more likely that your target customers are using the internet to search for products or services like yours. The best way to attract these users to your website is by employing SEO tactics.
As a business owner, it is your job to make it easier for your target market to find you. In relation to this, understanding and meeting your audience’s needs is the best way to rank on relevant search queries and attract the right traffic. When you are able to attract the right traffic, you can considerably increase your conversion rate.
It is important to drive the right traffic to your site. That’s because these visitors can become your leads and customers.
Local SEO Search Inc. recommends that you restructure your marketing efforts to include SEO in your strategy. That way, you can improve your website’s organic search ranking, which can result to increase in sales leads.
6. Great User Experience
Aside from crawling and indexing web content, search engines also check how humans interact with a website. In fact, both SEO and UX aim to give the user the best experience.
These experiences include the easy-to-navigate website, engaging content, and fast and mobile-friendly website.
Remember: Search engines favor websites that provide a great user experience.
7. Structured URL
First impression matters. It is the same with your online presence. After all, your URLs are the first thing that Google and your audience will see.
Other than that, your URL structure is what builds your website hierarchy. It makes it easy for you to pass downlink equity from your domain to other parts of your site. It also what directs your audience to different parts of your website with ease.
According to Blair Symes of DialogTech, “Shorter URLs seem to perform better in Google search rankings than longer ones.”
When structuring your URL, it is advisable to include your main keywords. Also, don’t forget to separate the words on your URL with a hyphen.
8. Social Media
Since 2014, Google has maintained that social signals don’t have a direct effect on rankings. Yet, you might notice social networks are appearing on search results more and more.
In fact, a 2018 study from Hootsuite revealed that there is “a strong correlation between social activity and rankings.”
Aside from signals, social media is a great way for your customers to connect with you. Social media makes your brand less intimidating and easy to reach. It is also a great avenue for you to share and published content other than your website.
In case you haven’t already, now is a great time for you to set up a social media presence for your brand.
9. Meta Descriptions
Do you know what your readers and search engine bots have in common? They are interested in what you have to say. Thus, it is important that you have an optimized meta title and meta description.
As Kristine Schachinger described, meta tags are HTML elements that provide information about your web page. These elements are your meta title and meta description.
These components are what the search engines read and crawl. That way, they will know whether your content matches a query and intent. Meanwhile, your website’s meta information is what drives internet users to click through and visit your site.
Simply put, your meta content has the capacity to bring organic traffic to your website.
Keep in mind, though, that search engines can penalize your website for the following reasons:
- Missing meta content
- Duplicate meta content
- Too long or too short meta content
Lisa Marchand recommends that you write a 230 – 300 unique meta content for every web page.
10. Website Architecture
Another technical aspect that you need to consider is your website’s architecture. It is how a website is laid out and details how each web page interconnected.
Website architecture delves on the technicality, aesthetics, and functionality of your site. This is integral because it helps your site visitors to easily navigate through your website. According to Clifford Chi:
“The ambiguity of not knowing where you are and what could happen next can make you break in a cold sweat. This stress intensifies, even more, when you’re lost and you actually have to be somewhere, which is similar to how website visitors feel when they land on a jumbled website.”
If you are yet to put up your website, now is the best time to structure your site’s hierarchy. Build it in a way that will be easy for both the search engines and your users to navigate through it. Also, it easier to make an optimized and organized website when you have less content.
It is important that your website has well-defined categories and sub-categories. That way, it will easy for your readers to find relevant content. It will also help search engine bots to understand your website’s structure.
If your website is a few years old and has tons of content, you can start with analyzing its current layout.
Determine the areas that get the least engagement from your website visitors. Update the page’s layout and replace or add new elements. See how these changes can affect search engine rankings and user engagements.
Are You Ready to Boost Your Site’s Organic Ranking?
Every business owners want to increase their leads and revenue. Especially now that mobile and voice searches are becoming popular. Thus, it is important that you have a solid SEO strategy in place.
Implementing the SEO techniques mentioned above can help improve your website’s organic ranking. And when you have better search engine ranking, it can lead to increased leads and revenue for your business.
John Vuong is the sole owner of Local SEO Search Inc., an SEO Toronto company. John’s mission is to help local business owners improve their online influence so they can dominate their industry. With his business acumen and innate understanding of the local business landscape, John writes blogs that delve on how to customize SEO campaigns based on client needs.
Learn from real practitioners not just trainers.