SEO – Key Factors for Improved Ranking
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July 26, 2021SEO or Search Engine Optimization is a popular term in the digital marketing arena.
While some of you may be somewhat familiar with this term, a clear understanding of what it is and what factors influence it will help drive more traffic to your website, gain higher leads and convert into sales.
Search Engines are known to constantly refine their algorithm, causing SEO factors to change regularly, so if you want to stay ahead in the game, you’ve got to master the rules of play.
There are many vital aspects influencing SEO.
So, let’s take it one step at a time.
Search engines are software systems carrying out systematic searches throughout the world wide web.
When a user types in a query, the advanced algorithms used on these search engines work to provide the most accurate and informative search results related to the search.
They typically perform three tasks.
Crawling
Search bots scan thousands of pages on the web to understand the content provided through each URL.
Indexing
Pages are then organized and stored in a database, ready to be dispatched and displayed in response to relevant searches.
Ranking
When a user types in a search, the search engine retrieves pages from the database and lists them according to their relevance to the query.
Many factors influence the ranking on search engines and tend to update and change over time.
What are Search Engine Rankings?
Ranking is the position on a SERP that your web page appears on when a user types in a query related to your business or web page.
Many factors, from quality content to keywords or phrases to user experience and others, influence the ranking of SERPs.
The quality, & amount of content on the page, website & author information, reputation & credibility, and how user-friendly the site is, are factors that influence ranking.
Another aspect that influences ranking is E-A-T, which stands for Expertise-Authority-Trustworthiness (medic update -2018).
In a nutshell, the medic update hit sectors like health and investment most.
Why?
The update was an initiative to consider the credibility of the creator and site rather than ranking websites based only on the quality of the content they provided.
The goal was to ensure that search results, will be more credible & accurate concerning life-altering searches like medical and finance.
Why is Ranking Higher Important?
The number of global internet users stands at 4.33 billion as of January 2021, and 63% of internet users are reported to use the web to conduct searches. (STATISTA)
When users search the web for specific needs and search engines list out pages using specific algorithms, the chances of your business being discovered skyrocket.
So the higher you rank on SERPs, the higher your click-through rate (CTR) will be.
So, if you can’t rank at least on the first page of a SERP, your business is as good as a skeleton in your closet.
Search Engine Optimization or SEO is how we can improve our website to rank higher on SERPs by keeping our website in line and complying with the latest SEO updates.
As Google puts it, its purpose is to “Organize the world’s information and make it universally accessible and useful.” and delivering results according to relevance is therefore vital.
Although, Search engines may tweak their algorithms from time to time, knowing and staying up to date with SEO best practices will keep you ahead.
There are several Search Engines out there. However, the Google search engine accounts for 90% of the search market.
So, SEO focuses mainly on their algorithm.
You either score high or lose the game, and you need to know the rules to master the game.
Keep reading, and we’ll tell you how?
On-page optimization is basically improving aspects of your website that you have control over.
It allows search engines to understand the purpose of your website and its content better, enabling them to rank your site accordingly.
On-page optimization factors that need your focus.
In a nutshell, off-page SEO is others’ opinions about your website or how your website is perceived by the world. This includes factors such as site load speed, UI and all other factors that influence a great user experience.
A Deeper Dive into On-Page SEO
Expertise-Authoritativeness-Trustworthiness (E-A-T)
Expertise-Authoritativeness-Trustworthiness are three main factors that will influence your rankings, and therefore, needs to be optimized.
How can this be improved?
- Include a clear and detailed “About Us” page on your site.
- Optimize your content based on what search you want your brand to appear on.
- Display awards, recognitions, credentials, or certificates on the site.
- Allow reviews and respond to them accordingly (even the negative reviews).
- Display accurate information.
- Include a user-friendly contact page, and include several methods of contact.
- Your authority can be further strengthened by offering to have guest posts on other sites.
Title Tags for Improved SEO
The title tag is the title of each page that reflects the nature of the content.
Each page must carry a clear and accurate title tag as to what information the content to follow will provide the user.
The key to an exceptional title tag is to interest the searcher while impressing the search engine at the same time.
The title tag is the title that appears on the SERP.
They are also what readers will see when your page is shared on social media.
So, it needs to catch the reader’s interest.
Ideally, Title Tags should be shorter for two reasons.
- A shorter title tag is easy to read and understand
- If the title tag is too long, search engines will cut off part of it, and the user might see a title that might make no sense.
If you want your title to be displayed in full on SERPs, the recommended length for a title tag is 60 characters or less.
All the more reason to put some thought into when constructing your title tags.
Concise Meta Descriptions
After a title tag, the meta description of your page plays another vital role.
The meta description is the summarized description that appears below the title tag.
While title tags will interest the reader, the meta description is the more likely element that will compel the reader to click on the link to read more.
Try including keywords in meta descriptions to further improve SEO.
The ideal recommended number of characters for a meta description is 160.
Meta descriptions also help search engines understand how best and in which SERPs to rank your page.
Along with a meta description, you may also use a meta tag for a higher ranking.
In short, not only will an exceptional meta description get you to rank higher on SERPs, but it will also compel readers to visit your website increasing, click-through rates and boosting sales.
Exciting and Compelling Headlines
A headline is what will keep the reader interested to read further.
If the headline does not create curiosity, excitement, or the urge for your reader to continue reading, your content may as well be invisible.
In short, your headline will decide if the user will read through or leave your page.
An impressive headline should include:
- Keywords
- Tempt the reader with a combination of common words and unique words taping into their emotional side. (you can use a headline analyzer to check your headline)
- Stick to relevance
- Numbers and adjectives that ignite curiosity and excitement are great to include.
- Try not to make it too lengthy.
- A long headline may kill the excitement to read further.
Structured Header Tags
Header tags are elements through H1- H6 used for your headings and subheadings throughout your content body that stands out from your descriptive content (paragraphs).
Although these may not directly impact your rankings as much as your title tags and meta descriptions, they still help search engines to identify your structure and content.
It will also help better structure your content and will be easier on the reader’s eyes.
Header tags also make the content clearer for the reader and will ignite interest in the reader to keep reading further.
Search Engine Optimized (SEO) Writing
Writing search engine optimized content goes beyond just filling in the blanks with relevant content.
There are many aspects to consider when optimizing your content.
The main focus when writing content is to remember your focus audience.
In most instances, it is advisable to use simple language to make it easy to understand for targeted readers of all levels.
Keeping your sentences and paragraphs short is another preference.
Providing information is vital.
However, exclude overloading your content with unnecessary jargon that will not bring value to your content.
Try minimizing the use of passive voice in your writing.
Offer information in a friendlier tone to better connect to your audience.
Optimize Images
Images are a great way to bring more meaning to your content.
The right images will create a positive impact on the reader’s mind and make your content livelier.
Including image alt tags in your images is equally important, and adding images creates additional room for appearing on Google’s image searches.
Ensure the images are of recommended quality and size. Un-optimized images may affect your loading time and affect the user experience.
Keyword Cannibalization
As tempting as it may be to add as many keywords as possible to your content across your website, using identical or similar keywords throughout, your site will only leave search engines confused as to which page to rank higher on SERPs.
It could result in lower rankings for all of your pages.
Ensure you don’t bombard all your pages with identical or similar keywords.
Frequent Content Auditing
A content audit is typically an analysis carried out on your existing pieces of content to determine if your initial objectives are being met.
Key factors that may further improve your rankings could also be obtained through such audits.
- Does your content continue to serve the purpose? You may find some content to be outdated.
- Is the content up-to-date?
- Does it continue to reach your target audience?
- Is it gaining enough recognition and continue to rank high on SERPs?
- Which type of content best works for my business?
These aspects will help optimize your site further.
Building User Engagement Improves SEO
A carefully optimized website will attract readers to click on a post and ensure that readers feel compelled or encouraged to read other relevant posts on the site too.
Include internal links to posts of similar interests to appear as suggestions.
When appropriate, include CTA (Call to Action) buttons.
Create a smooth flow of information among your posts to increase depth by spreading your internal links appropriately.
Build trust and reliability that will encourage the reader to share or recommend your website.
Create interest and curiosity in your reader, compelling them to return to the website with a thirst for more information.
Make an impact by optimizing the site to be more user-friendly and easy to navigate.
Be impactful and friendly.
SEO & Rank Brain – Google’s Core Algorithm
Rank Brain is Google’s third most important ranking signal, rolled out in 2021.
It is designed to tweak its own algorithm, and it decides the importance of backlinks, domain authority, and content length based on the particular search.
It also considers ranking based on user satisfaction by looking at aspects like:
- Organic click-through rate – which is the percentage of clicks a page receives after appearing on a SERP
- Dwell Time – the time users stay on the site once they visit.
- Bounce rate – how many users leave the page as they visit
- Pogo sticking – the number of sites a user visits before finding a suitable and satisfying page for their search
To improve these aspects you need to:
- Improve and increase content and its quality as well as relevance.
- Build website recognition
- Optimize keywords accordingly.
Deeper Dive into Factors Influencing Off-Page SEO
In a nutshell, off-page SEO is others’ opinions about your website or how your website is perceived by the world.
Several factors can influence this perception.
While the most crucial factor influencing off-page SEO is backlinks, several aspects may need to be focused on.
- Backlinking is when other sites share links to your posts or pages on their site.
- The most important of these backlinks is the number of domains that link to your site.
- A single domain may backlink your website to several of its posts. This is also an important aspect that adds weight to the reliability of your site.
- Backlinks from higher-ranked pages and higher authority domains carry more weight than the lower ones.
- While “Do-Follow Links” are counted, Google does not recognize “No-Follow links” as backlinks.
- Guest blogging is another way to get backlinks.
- Reach out to websites relevant to your industry and offer guest blogs that will allow you to insert a backlink to your site.
- Social bookmarking (Top social bookmarking sites for 2021).
- Customer reviews are another fantastic way for off-page SEO. Positive reviews build trust and reliability.
- Listings and reviews on Google My Business and Facebook, too, are noteworthy.
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