1. Add content, and when you’re done, add more content.
The key to a top-ranking website is loads, upon loads of content. Let’s take a step back though and make one thing clear, the content has to be relevant. It used to be that websites could add a plethora of useless content and information to their website structure and Google’s crawling algorithms looked at it from the standpoint of, “Wow there’s a lot of words here, let’s rank you higher.”
Now they aren’t so easy to fool. Google’s evolution over the years has given it the ability to read content as well as determine the user’s satisfaction level from the content. They take into account things like:
- Dwell Time
- Bounce Rates
- Content Structure and Formatting
- Meta Tags
- Sales Conversions
Did a user come to your website, dwell on the content for some time, click through to another part of your website and maybe even make a purchase? Congratulations, you’ve shown Google that you’re giving your customers what they need, and you’re successful at it, they might use this data now to push you up in the rankings.
How to Create a Top Performing SEO Optimized Website in 4 Steps
You or a team of designers you paid have finally finished creating the ultimate layout and structure of your website. You’re probably finding out though that one vital piece is missing, your search engine optimization. If you’re internet and computer savvy enough you already know what search engine optimization is. If not, by now you’re wondering, what is SEO?
Search engine optimization is what stands between your website and it’s rankings on search engine websites like “Google.” If your business is selling engagement rings and you want your website to appear at position one for an “engagement rings,” search, you need search engine optimization and a lot of it.
Make sure when creating useful content that you’re focusing on long-tail keyword research, using the proper formatting, and giving the customer the opportunity to navigate to another part of your website.
Additionally, content never ends. You may think you’ve loaded your site with enough data, but user needs are constantly changing. Chances are there is a variety of questions or topics out there that your customer base needs and that you should be ranking for, but you’re not, since you lack that content.
2. Target local SEO
If you’re a local business and not strictly eCommerce, have you looked into your local search engine optimization? Your website content and meta information should be using local terms to get customers to your website who are searching for services in your area. If your SEO is not localized your business is probably sitting out in open water rankings with no visibility.
It doesn’t make sense for someone in Tampa looking for car repairs to land on a car repair website in Boston, the only thing you’ll get out of that is a bounce rate which brings down your rankings even further.
Here are some statistics on local SEO:
- It has been said that 46% of searches performed on Google.com are seeking local information
- Close to 98% of people learn about local businesses online more than anywhere else
- 78% of mobile searches (that are location-based) end up in an in-store purchase
- 72% of customers who conducted a local search of a business visited the business (within a 5 mile radius)
You can increase your local SEO by incorporating your targeted area in your content, keywords, and meta titles. If you’re running PPC campaigns google makes it very simple to choose the areas you want your ads to target so you can focus on local customers and not the entire nation.
If you’re a strictly eCommerce business with no local boundaries, your SEO targeting is probably going to be tougher since you don’t necessarily have a smaller targeted audience and you have much more competition. In this case, your main focus should be content production and long-tail keywords.
3. Evaluate your website’s UX
It’s simply not enough to have a beautiful web interface. UX has become increasingly more important and applies to all different types of sites. Whether you need affordable web design services or something more hefty, if UX suffers your business will as well!
UX also helps to increase your search engine rankings as well as please your customers. UX can come in the form of mobile optimization, which Google recently announced its vested interest in, or it can come in the form of an AI chatbot that answers questions so you don’t have to.
Having top-quality UX for your website will reduce the number of customer questions you field, increase the velocity of sales conversions and help your rankings tremendously on Google, so it’s worth looking into. Consider these benefits:
- Eliminating risky website bugs
- Providing a professional appearance to your customer
- Reducing the amount of time it takes to convert a sale
- Helping your customer base to feel they can trust you
Some of the popular new UX trends include incorporating: responsive layout designs, AI chatbots, ticket support systems, interactive stock checks, calculators, and more.
4. Explore off-page SEO
Search Engines want to know what it is that is being said about your business that’s not directly from your domain. Consumer opinions are important and off-page SEO plays a role in how Google reads them. Off-page SEO can come from:
- Informative blog posts on accredited sites
- Referrals from other company websites
- Social media posts and reviews
- Google reviews
- Online published literature
- Press releases about your business
Many SEO specialists will perform off-page SEO optimization for you. They may already have a list of accredited blogs that you can post on or have a great social media layout plan for your business.
It could be as simple as mentioning your company name in a relevant blog post. The keyword here is, “relevant.” If Google spots your company name and links on websites or content that is irrelevant to your industry or serve no purpose, they’ll consider this link farming which is a black hat SEO method that could get your website banned from their results indefinitely.
If your website domain has been around a long time with some substantial history you might want to check your backlinks for any spam type locations or sketchy websites. Getting these backlinks removed can prove useful in getting you a higher ranking. There are many tools available for purchase that will check for backlinks to your website and some will even give you further insight on the reliability of the website holding the backlink and the quality of the backlink itself.
The easy part is finding the backlinks, the hard part is getting them removed. You can try to take the following steps.
1. Contact the owner of the website to have the link removed.
2. If the owner is unresponsive, remove the page the potential link goes to, this can have a bad ripple effect though if that page did hold value.
3. Start with a completely new domain if the backlinks are too much to handle and proving detrimental.
4. Ask Google to disavow the backlinks. You’re essentially asking them for forgiveness and to ignore the bad backlinks when considering your ranking. This doesn’t always work.
There are some professional services that offer to do all of this work for you to remove backlinks, so if you’re finding you have an absurd amount of them, it might be time to hire them.
It is important that you follow these four simple steps if you truly care about your business and your website’s productivity. With a properly optimized website your business will make you money and your website will make you money too!