Budgets can be irritating things. Your work priority may be to get your company higher positioned on search engines like Google, for example, to help build brand awareness, generate extra leads and sales enquiries, and maximise ROI. The issue is you don’t have a lot of a digital marketing funds to work with.
A brand new year can begin with a brand new advertising budget – usually, frustratingly, smaller than the last. Probably not what you want when attempting to get your web site to rank higher on Google – particularly after yet another one of its algorithm updates. Well, not having an enormous finances may restrict you from trying certain things to enhance your digital advertising technique, however it actually doesn’t stop you from moving up your SERPs – search engine ranking pages.
Why Your Website May Not be Ranking Effectively
Some reasons why your company website may not be ranking effectively include:
- Your content isn’t optimised for search engine optimisation (SEO), so isn’t visible to your potential clients once they search
- Search engines don’t understand or value your content
- Your website isn’t optimised for mobile
- Web page speed in your website is slow
There are various things you are able to do to help overcome a few of these points. They usually can easily be applied into your SEO marketing strategy, without costing the earth. Listed below are six of them.
Use Long-Tail Keywords – & Use Them Properly
Ah, keywords. Discovering what these little SEO nuggets are has most likely been placed as your number one priority to get your website to the top of SERPs and beat your competitors. The thing is, it’s not just the words themselves which might be necessary. It’s about how and where you place these phrases too, together with their placement in meta tags and titles.
This is because search engines, particularly Google, are changing on a regular basis and can now read content like a human. They need to see words that flow and fit, and don’t really feel clumsy and forced. This means keywords must feel relevant and appear in content naturally.
In the case of understanding keywords themselves, it’s essential to know there are two varieties:
Short-tail – These are one or two words, such as:
“Footwear”, “men’s sneakers”, or “financial services.”
Long-tail – These are longer in size, like 4 words or more, reminiscent of:
“The best men’s shoes for business trips”, or “Things to know about financial services in 2020.”
Long-tail keywords are referred to by the world’s greatest digital experts as the holy grail of SEO – and it’s on these you should focus. So why is this?
Well, research shows that long-tail keywords account for 70% of all internet searches. Additionally, while short-tail keywords have very high search volume, they’re really tougher to target because they have tougher competition. Long-tail, nevertheless, are extra specific, so have smaller search volumes and fewer competitors – making them simpler to focus on.
People searching with these phrases are also often close to a point of purchase or enquiring about something, which means they’ve a higher conversion rate too.
Analysis shows the typical conversion rate for long-tail keywords is 36%, whereas the highest 10% of landing pages convert at just 11.45%.
Make Time for Keyword Research
Discovering the long-tail keywords that are right for your business website is firstly about doing all your research. Don’t assume your potential customers are looking for specific words. It might be a waste of time to write down content on your website around keywords they aren’t really looking for.
So it’s important to research the kinds of long-tail keywords they do use, and implement them into your SEO strategy.
Different things to consider doing include:
Making a listing of relevant topics based on what you already know about your business and the way your audience search
Researching related keywords and topically related search phrases
Figuring out your competitors’ keywords and including those that rank effectively to your content
Some keyword research tools to try that can help with this are:
Ahrefs Keyword Explorer
Google Keyword Planner
For those who’re REALLY on a budget, you can also use the People Also Ask function on Google itself, or spy on your competitors to provide you an idea of what to target.
Tip: Target a researched long-tail keyword and write a blog around it. This allows you to use the term naturally within the title and throughout your content. Include the term and variations of it two to five times, like towards the top and bottom of the piece.
Create High Quality Content
They say content is king (or Queen) and there’s a reason for that. The more attention-grabbing and provoking your content is, the more a user is likely to interact with it and convert – make that enquiry or purchase that product you need them to buy.
Research shows 60% of consumers won’t purchase from a brand that has poorly written content.
Producing high quality content can also be about keeping Google happy. The search engine can now check for content that’s unique, nicely written and relevant to a website – and will penalise these websites that don’t publish it, something that its latest algorithm updates have focused on. This can result in websites losing their place on SERPs and dropping down rankings.
So what does high quality content appear like?
Informative and educative
Properly researched and unique
Meets and fills the wants of your audience
Makes use of a tone and style that displays your business and target markets
Is a considerable size (over 1000 words) without being waffly and repetitive
Your content also needs to be updated frequently. However that isn’t just about producing blogs.
Depending on your audience, what kinds of content ranks effectively in your sector, and what your competitors are doing, there are several types of content material you can add to your SEO technique. You can provide a helpful guide about a change in industry legislation, an infographic to explain your company services, or a Q&A with your business’s top experts.
It’s worth stating that your content ought to load up quick and be optimised for mobile. You might have the best piece of high quality content, but when it isn’t mobile friendly – when most of your viewers prefer to quickly scroll through blogs via their smartphones, for example – then you’re going to have an issue ranking high on search engines.
For more information on this, feel free to check out our digital marketing page.
Achieve E-A-T – The Content Google Needs
In its effort to protect users from low-quality content, Google has raised the bar on the standard it expects from websites with its algorithm update E-A-T.
E-A-T stands for expertise, authority and trustworthiness, and is how the search engine now defines high quality content. So, for higher rankings, your content ought to tick every of those three boxes. You need to show you’re an:
Expert – Show you’re extremely knowledgeable in your subject. This isn’t simply in your content but with authors and their credentials.
Authority – Show others in your field see you as an authority. This entails having authoritative indicators that point back to your website, such as backlinks (explained beneath) from respected sources, in addition to mentioning things like awards.
Trustworthy – Show that customers can trust you, which entails showing that your website is safe and secure. That is particularly necessary in the event you’re an ecommerce business where customers are using your website to buy products.
Tip: To cover these three areas without dipping into your budget, you can: author your content with suitably skilled senior staff and create bios for them; ask clients or customers to write down service testimonials or product reviews; and publish details about your website security.
Attaining E-A-T is especially necessary for web sites where content may impact the health, safety and wellbeing of the user, such as these within the finance, medical and legal sectors. So implementing it into your content strategy is a must in the event you cover these industries.
Content isn’t just a royal leader that may help you rise up rankings. It’s a cash saver too. Research shows it’s 62% cheaper than conventional advertising methods, and may generate three times more leads.
Build Up Your Internal & External Links
Building links is important for moving up search engine rankings. There are two key varieties and both can have an effect on your rankings on SERPs:
Internal links – those across the pages of your web site. For instance, a person clicks on a hyperlink in one of your blogs to reach a guide about a similar subject.
These links are important because search engines like google can see how your content relates together, what pages have extra value, and the way your web site is structured.
External links – those from different websites to your site. For instance, a user on a business website clicks on a link in a news article, which takes them to one of your service pages.
These links are necessary because they give your website more credibility and show your content has worth. They’ll additionally convey extra site visitors and potential customers to your web site.
Research shows that the typical web page in top position on a results page has over 35,000 external backlinks. Okay, this number is a little bit of a mountain to climb. However it goes to point out the significance of external links and the worth they can have to rank higher on SERPs.
Tip: When focusing on either of these, contemplate the anchor text you use – the text included within the hyperlink. For internal links, this must be whatever words you need the page in question to rank for. With external links, however, it’s advisable to make use of the brand or the page URL.
Target Websites for Links with High DAs
Building up external links helps improve your website’s authority and trustworthiness. So when doing this, you should aim to target websites which have a high domain authority (DA).
DA is a search engine ranking score created by the software firm, Moz. It basically predicts how effectively a website will rank, scoring it from 1 to 100. The higher the rating, the more value that site has as a link.
Moz and other SEO tool and resources sites, like Ahrefs and SEMrush, have software that lets you examine a web site’s DA.
Note, it’s additionally worth taking a look at traffic levels and backlink history. Generally, a high DA can disguise different issues which may make a site a bit dodgy.
There are a number of things you are able to do to build up your external hyperlinks – some more time-consuming and expensive than others:
You can add outreach to your digital marketing strategy, for example, like write suitable articles (with links) for bloggers about subjects that relate to your business – however some bloggers may expect high fees.
You can produce opinion pieces or press releases about your business’s developments for editors to publish on their news sites. Doing that is notably good in the event you’re a B2B firm, as you possibly can build links with high-DA websites in your industry that your potential clients may read. Note, though, that some bigger newspapers won’t link to your website, however the smaller locals usually tend to.
Tip: An affordable technique is to turn your web site mentions into links. Set up news alerts, so you know when an authoritative website mentions your business. Then contact them and ask if they’ll flip that mention into an external link to your web site.
You may learn extra about link building and other suggestions in our weblog, Boost your organic reach via social media.
Be Patient with SEO & Prioritise
Whether or not you choose to first focus more on long-tail keywords, enhancing your content quality, or building up your site links, it’s necessary to know moving up SERPs doesn’t occur in a single day. So in the event you’re anticipating to see some results quickly, you may be dissatisfied. SEO can take a while – 4 to 6 months, actually – to become effective, so patience is essential.
An excellent place to begin is to find out what the priority ought to be on your website. This includes having a content audit to examine what’s working effectively in your web site, and what isn’t.