Keeping up with Google is like keeping up with the Kardashians. You just never know when all heck is going to break loose.
Let your guard down for a minute, and you might have someone swoop in and claim Beyonce oughta be getting all your SERP traffic. What?!
But seriously. Google algorithms and the Kardashian/Jenner’s have a lot more in common than you might think. Just like that eponymous family, if you want to keep your search rank high, you have to keep shaking it up.
Actionable Steps To Take For Better Search Rankings On Google
So, in the interest of breaking the internet in your own special way, we’ve got a few actionable tips to help you nail better search rankings on Google. Fortunately, you won’t have to marry (or even date) Yeezy to do it.
[insert audible sigh of relief]
1. Responsive Design
Most modern websites are responsive these days. However, if you don’t know what responsive design is, you might be missing out on some serious search traffic. Responsive design means that your website and its content looks and performs the same on any device—especially mobile. Google’s search results are mobile-first, meaning if your site isn’t mobile-friendly, you’ll rank below other sites that are.
Action:
If you haven’t updated your site design in a few years, you might want to have a look at it. Responsive sites are not only better for SEO, but they also ensure you of more mobile traffic, lower bounce rates, and more conversions.
2. Install/Enable SSL
SSLSecure Socket Layer, or SSL, is an internet security protocol that enables authentication and data privacy for any web transaction. These days, SSL is pretty much as important as wearing Spanx (ahem, SKIMS) on the red carpet.
SSL satisfies and supports PCI/DSS compliance, affirms the identity of users and websites, boosts your customer’s trust in you, and not least of all, it gives you better search engine rankings. And that is what this post is all about.
Google prioritizes HTTPS-enabled websites. Plus, many browsers will now warn users of sites that don’t have an SSL certificate, so even if your site is on page one, you might not even have a chance to get in front of as many people as you deserve.
Action:
Install an SSL certificate on your website today. You can do this through your hosting provider. Most hosting platforms offer a free SSL certificate with your domain, but you can also do it manually. Once installed, your URL prefix will show as HTTPS, indicating your site is secure.
3. Claim Your Google Business Profile
Google My Business is a free online business listing that boosts your visibility in the SERPs. It gives search users an at-a-glance glimpse of your business and gives your business a chance at the local pack and map results on page one. Google My Business also enables online reviews, so when your listing displays, it’s easy for potential customers to get a feel for your brand image.
These days, many businesses are using their listing to display COVID updates. This year, new features include services listings, appointment links, and a shiny new Google Guarantee badge certification. There are all kinds of ways you can customize your profile, from adding photos to top-selling products and plenty more besides.
Action:
If you haven’t yet created or claimed your Google business profile, do it now. Go to Google My Business and follow the prompts. You’ll need to verify that you’re the business owner, which can be accomplished through various means. Once you’re confirmed, make sure to keep your listing up-to-date, respond to reviews, and just generally be ready for more traffic.
4. Always Add Fresh Content
Keeping your site content fresh and relevant is a mainstay of good SEO. Even more critical, it shows your site visitors that your business is active and engaged, which is often a tipping point when it comes to customers choosing one online vendor over another.
But keep in mind, “fresh content” is more than just adding the occasional update. And while, yes, it’s a good idea to refresh your web pages when needed to reflect any changes in your business, what we’re really talking about here is a blog.
Blogs are a way for you to add new pages to your site—which means your site will be indexed more frequently—but there are many more benefits to consider.
- New blogs give you something to post on social, which drives traffic back to your site.
- Blogs also allow you to rank for specific keywords within a topic, helping you cover more ground without sounding too kw stuffy or spammy.
- Blogs help you achieve authority in your niche.
- Blogs give you a platform for a good link/backlink strategy.
- And finally, blogs and other content—like white papers, checklists, how-to’s, and so on—help your customers. You’re adding value to their lives, building trust, and driving engagement (which is also a ranking factor, FYI).
Action:
Develop a content strategy. Think about topics your customers are interested in. Solve their problems. Entertain and delight.
Ideally, you’ll have a content calendar established for the year and have items to post and cross-post on a regular schedule. Many businesses have seasonal surges, which could be a good starting point.
You might also look at the top-ranking topics for your niche and emulate some of that action. Just because it’s been done before doesn’t mean it’s not relevant. You can spin a topic to align to how you do it, insert your brand voice and personality, and suddenly it’s legit. It worked for Andy Warhol, it can work for you.
More Stuff You Can Do For Better Search Rankings
We’ve designed this guide so you can start boosting your search engine rank today, but keep in mind that SEO is a daily practice. Do you think Kim ever skips a day in the gym? Oh, I think not.
Start with a comprehensive website audit. Fix any broken or spammy links. Look at your Google Analytics to see what pages are underperforming and give them some love. Optimize for headlines. Add unique meta descriptions to all pages and alt-tag your images. Make all content ADA accessible.
Of course, we could go on all day, but we’d like to think of ourselves as the Met Gala of marketing agencies. Reveal just enough fabulousness and keep them wanting more. Book a call today, and let’s talk about how we can improve your search rank.
Sources:
‘https://developers.google.com/search/blog/2014/08/https-as-ranking-signal‘
‘https://www.wikihow.com/Install-an-SSL-Certificate‘
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