Search engine optimization (SEO) is an effective way to market your goods and services. However, you have to do it Google’s way. Here’s how to partner with Google and put SEO to work for you.
Content Is Still King
You can’t go wrong with epic content, and it has an exceptional ROI compared to other options. As Google improves its ability to detect outstanding content, it’s even more important.
1. Provide Exceptional Content
Good content is classic. It doesn’t lose value over time. The information is as relevant now as it ever was. A solid foundation of well-researched and informative content doesn’t need much upkeep, and it gives your website substance.
Post content that provides users with maximum value for their time. Google’s ranking factors are all about rewarding standout content that’s helpful, informative, and performs well.
Google also values expert authors who provide sources for their work. The search engine seems to prefer longer articles that explore topics in greater depth. There’s a strong correlation between providing more content and higher page placement.
2. Match Your Content to the User’s Search Intent
Matching intent to search results tells Google you are serious about the quality of your website, and you’re creating a blockbuster experience for the user. There are four types of search intent, and they should determine the kind of content you create:
- Navigational intent: You use Google to find a particular website.
- Informational intent: You want to learn more about something in particular.
- Transactional intent: You want to explore your options for specific products or services.
- Commercial intent: You plan to make a purchase soon, but you’re still not sure what it will be.
Matching content to search intent can generate higher keyword rankings and boost conversion rates. You can also use conversion rate optimization (CRO) to turn visitors into customers.
3. Optimize Everything
Google favors website owners who are actively involved in the care of their sites. The owners fix broken links, delete outdated content and check page loading speeds. It shows Google that your website has long-term ranking potential.
Google wants to provide the greatest possible value for users. The more the value you offer, the more Google will like your work.
Optimize your site for mobile. Sixty-one percent of searches are now conducted on smartphones. Mobile searches are here to stay, so if your site is not yet mobile-friendly, make that a high priority.
4. Build Links
Link-building involves linking to websites that support or add to the information on your site. Links can give your information credibility, and that can increase your rankings on search engines.
Backlinks are Google’s top rank factors. Google uses backlinks to establish a website’s credibility. Backlinking can keep rankings high because the website accumulates PageRank from all the websites that link to them.
Getting listed in an online directory for local businesses is a simple and affordable way to get started with link-building and to establish authority on your site.
If you don’t have time for linking, outsource the job to a link-building agency. Backlinks should be part of any marketing campaign. It’s the most powerful SEO practice you can follow, and the results will benefit all of your web pages.
5. Use SEO Metrics
Search metrics gather information about the performance and effectiveness of a website. Armed with this data and using best SEO practices, you can fine-tune your website to ensure that your pages are targeted, optimized and impressive.