If you’ve just built your first website and you’re interested in the ways in which you can improve your organic search results, then you’re certainly on the path to success. SEO is one of the most productive marketing tools as it allows you to get your message in front of interested consumers that are directly browsing for your services.
The fact is, the answer isn’t very straightforward! Google’s search ranking algorithm is effectively its secret to success, so it’s genuinely sophisticated and has over 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 concentrate on the most vital variables that will have the best impact on your SERP listings.
It’s important to appreciate that the weight of each variable changes over time, so Google will place more priority on specific variables based on user behaviour and how Google believes it can maximise the user experience. With this being said, many of the leading organic SEO ranking factors have been in the same position for a few years now, so understanding these top variables can give you an increased understanding of how you can optimise your organic search results to enhance website traffic, customer engagement, and ultimately sales.
A great priority is put on content considering that Google intends to rank the most relevant websites on top of its search results listings. The recent Hummingbird update helps 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 compensated with higher rankings. Including articles in your website such as descriptive tutorials, guides, and how-to’s is a fine start. In addition, the more content you have, the better it will rank in search results. SerpIQ (https://serpiq.com/) has reviewed the top 10 search results and found 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 given that the more links there are to your website from credible sources, the more trusted your website is perceived. The flip side of the coin is true also though, so be careful not to create links on spammy or uncredible websites or your rankings will go down! Matt Cutts (https://www.youtube.com/watch?v=iC5FDzUh0P4) from Google explains that backlinks will lose value gradually as Google tries to find new ways to appraise websites, but for the time being, link building is still the best sign of relevance and authority.
- Mobile Optimisation
With more users now searching from mobile devices than computers, there has been a weighty shift towards optimising your website for mobile devices. Google is actively experimenting with mobile-first indexing, which implies that Google’s index will soon crawl the mobile version of a website as opposed to the desktop version. If your website isn’t presently mobile-friendly, you better make a start but be careful not to release it until it’s 100% complete or you may be penalised. Page loading speed is a crucial factor for mobile optimisation, so aim to have mobile pages loaded within two seconds to make certain that your website is genuinely ‘mobile-friendly’.
- Other Technical Elements
There are lots of other technical variables that will drastically determine your SERP listings, such as security, headings, anchor text, and interstitials. There is a strong relationship between high ranking websites and those that are SSL encrypted (HTTPS), and this is very simple to install if you haven’t already done so. At the same time, make sure that your landing pages have a H1 or H2 heading in the source code, as this has been found to correlate with higher rankings. Other factors such diverse and organic backlink anchor text and less on-page advertisements and pop-ups will also boost your organic search results listings.
- Keeping up to date
Google’s search ranking algorithm is frequently evolving, meaning that SEO techniques are always changing also. Although 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. Aiming to concentrate on all Google’s search ranking variables will prove to be ineffective, but if you concentrate on prioritising the abovementioned variables in your SEO efforts, you will be ahead of the competition.
If you require any guidance in the best ways to properly execute any of the above SEO techniques, don’t hesitate to talk with the digital marketing specialists at Internet Marketing Experts Port Macquarie by calling 1300 595 013, or alternatively visit their website for further information: http://www.internetmarketingexpertsportmacquarie.com.au