Search Engine Optimization

12 Steps to Boosting Your Google Keyword Rankings


Boost your keyword rankings to be discovered by your target audience. Here are 12 measures you may do to increase your rank in search results. Someone is now searching Google for a new product, service, or solution to their issue. Your company is uniquely suited to supply.

Will they find their way to your website, where they may discover how you have just what they need? Unfortunately, if your website does not appear on the first page of Google searches, the answer is usually no. There are many causes for this.

  • To begin with, Google dominates the search engine business, accounting for over 85% of worldwide traffic and 270 million unique visitors in the United States alone.
  • Second, 75% of internet users never scroll beyond the first page of search results.

Considering that the top search result receives 34.36 percent of all clicks makes it easy to see why search engine optimization (SEO) is vital.

But you already knew that — after all, that's why you're reading this post. In addition, you're undoubtedly aware that SEO is a marathon rather than a sprint. Google's algorithm is modified hundreds of times a year in its never-ending mission to offer better answers to searchers' searches.

While some of the changes are so subtle that most people are unaware of them, Google periodically releases an update that significantly influences search engine results pages (SERPs).

What should an SEO expert do?

In the past, the solution was to stuff keywords all over your website, assuming that more was better. Those were the days.

The sophistication of Google's algorithm has risen, allowing it to grasp the underlying purpose requests better. This implies that sites that give better answers to those queries are valued more highly than those just jam-packed with related terms and phrases.

You can't only concentrate on what search engines are searching for if you want your website to rank well. It would be best if you also thought about how visitors to your site feel. It would be best to consider your website's fundamental value to consumers before optimizing your content to get the desired outcomes.

Let's take a more in-depth look at some of the ranking variables and discuss how you may employ keywords more effectively to increase search traffic.

1. Evaluate Your Positions

Measuring your rankings is the first (and perhaps most apparent).

You won't know how far you've come or how much you've progressed until you have a firm idea of your baseline keyword performance. I strongly advise you to export all of this useful keyword data and save it for future use. If nothing else, it will reveal how much you've improved your SEO skills.

Some of us may have had to learn the hard way. Still, you never know when things may change with any technology, whether it's how data is reported, what information we have access to, or anything else. Export Google Search Console keyword data and Google Analytics landing page traffic (organic and total).

Analyzing this data will provide you with a strong understanding of:

  • Keywords and landing sites that are most important to you.
  • The most urgent areas where you can improve.
  • Underperforming keywords and landing pages.

Concentrate on keywords that rank in positions five through fifteen (where you're hovering between the bottom of Page 1 and the top of Page 2) on Google.

It'll be simpler to rank these phrases at the top of Google's first page, giving you some immediate successes to brag about to your customer or supervisor.

2. Relevant use Keywords

It's critical to understand the search intent and the difficulty of ranking for your keyword targets to ensure they align with your overall company goals and provide genuine value.

While words may have a particular meaning to you, they may have a completely different one in Google. Knowing the user's purpose, whether informational/educational, transactional, or navigational, can assist you in figuring out where they are in the sales funnel.

It's critical to do a comprehensive SERP analysis. Examine what's presently at the top of the search results for your main keyword goals, such as:

  • Similar search terms
  • People also ask.
  • Suggestions from Google autocomplete
  • Additional sophisticated search options.

Knowing what it takes to rank for a particular keyword can help you determine what content development activities will be necessary and design a content production strategy.

The SEO Content Template from Semrush is ideal for this sort of examination. Type in a term, and the tool will evaluate what appears in Google's top results and provide SEO-friendly content suggestions. Cross-referencing your organic keyword research with data from paid advertising may also assist in the discovery of fresh possibilities and the filling of gaps.

Long-tail searches should not be overlooked. However, while they may have lesser search traffic, you might be losing out on highly focused, ready-to-buy consumers.

3. Make sure your site's structure is in order.

Your website's structure has a significant influence on SEO. Create a solid foundation for yours by removing any technical issues affecting your organic keyword visibility. Site pages should be easy to find and browse for users and search engines.

Your keyword rankings will most certainly suffer if your website is tough to browse for people and crawl for search engines. If your website is easy to use for both users and Google, your rankings will almost certainly improve.

Ensure your website is well-structured, that any broken links are fixed, and that any duplicate content concerns are resolved. A full technical SEO audit is required to guarantee that all major technical problems are handled.

4. Pay Attention To Signals From The User Experience

When boosting organic search exposure, user experience and brand equity are crucial.

While user experience may not be a search engine marketer's direct job, user experience and SEO must operate in tandem because Google's algorithm has regularly included UX in page results.

Use Google's Core Web Vitals report to confirm that visitors engage with your website. This tool tracks the time it takes for each page on your site to load and delivers statistics that show you which pages are doing well and need improvement.

Another crucial aspect of your site's UX to consider is its responsiveness. In 2017, mobile web surfing overtook desktop for the first time, accounting for more than 54% worldwide traffic. You will have a greater bounce rate if your website is not responsive, which will harm your ranking.

Here are some more factors that might help you enhance your UX and SEO:

  • Keyword research: Confirm that you're targeting terms with the proper search intent and that they are compatible with the language used by your target audiences via keyword research.
  • Page tagging: Make sure your page labeling is exciting and encourages people to visit your site (title tags, meta descriptions, and main headings).
  • Content optimization: Keep people on the page by providing a logical next step or destination. This includes everything on your site, from navigation to text, internal cross-linking, and calls to action.
  • Page speed: Provide consumers with the material they've requested in a timely and consistent manner across all devices. Compress your photos, make your site mobile-friendly, tidy up your code, and make your server faster.

5. Optimize Your Site for Both Users and Search Engines

Many of us get so focused on optimizing material for Google that we lose sight of the goal: to reach a highly targeted group of individuals.

While search engines and humans read and digest the material differently, certain similarities will help us create content that will appeal to both.

Humans and robots both want us to be:

  • Be concise and straightforward.
  • Give precise information.
  • Jargon should be avoided.
  • Subtopics that are relevant to the cover.

This is crucial to remember right from the beginning of your content development process. Header tags are essential for making our material simpler to understand for both visitors and search engines.

Proper header tags will enhance the readability of your material. Still, they will also guarantee that search engines can follow the hierarchy of what is most essential on the page.

Images should also be considered since more appealing ideas may significantly impact consumers. This also gives you the chance to improve your search engine optimization by using ALT text and file names.

6. Write titles that are both eye-catching and engaging.

Dare I state that a webpage's title tags are the most significant SEO element?

It's the first thing visitors see in search results and social media, not simply because it's an SEO recommended practice. The title tag is your best chance to attract users' attention and persuade them to click through to the page.

Determine which page you want to rank for each keyword goal, and then devise a strategy for making your title stand out among the crowd. Yes, the keyword target should be towards the start of the title tag, but what other way can you induce people to click?

BuzzSumo examined 100 million headlines and discovered the following:

  • Emotional headlines spark interactions.
  • Curiosity and voyeurism attract attention.
  • List postings and headlines using the number ten are particularly effective.

Although meta descriptions do not directly influence rankings, they should be used in conjunction with title tags. If feasible, include the term and a clear call-to-action for visitors.

While following SEO best practices, your title tag and meta description should be to convey the advantage to consumers, build emotion, and encourage interaction.

7. Keep Up With Algorithm Changes

Why should you be concerned about Google's latest algorithm changes?

Because excellent SEO experts are always on top of things. Among other things, it ensures that your keyword ranks are not just consistent but also increasing. Knowing when an algorithm change went live and when it officially finished is helpful for monitoring and tracing keyword and traffic fluctuations back to their source.

This may assist you in determining possible reasons for how/why a site was affected by an upgrade and specific keyword rankings and pieces of content that may have been affected.

It's exceedingly tough to figure out why particular site modifications happened and analyze the effect of a given update when several algorithm adjustments occur over a short period.

8. Respond to the questions that are being asked.

Google strives to offer the most relevant responses to its consumers' questions.

Take a look at all of the new and improved SERP features we've seen in recent years:

  • Snippets of Interest (or Answer Boxes).
  • People also inquire.
  • Panels of experts.
  • Packs from the area.
  • Carousels of video.

Around your primary keyword goals, optimizing for highlighted snippet results and rich snippets has become an essential aspect of SEO strategy. While there is a lot of dispute over the direct benefit of ranking in "position zero" in search results for a company, I'd like to raise the following question:

Would you want your rival to appear in the Answer Box for that particular search query?

The featured snippet result isn't going away anytime soon, as far as we know, and failing to rank in it might lead your competition, or even "enemy," Google, to lose exposure.

9. Create useful inbound links

Begin by searching for chances to cross-link to items from keyword-rich anchor text on your website. Users will be directed to appropriate material, and keyword associations will be formed due to this.

Unfortunately, developing an effective internal link strategy is just half the fight. The second half involves obtaining highly authoritative and valuable inbound connections from other websites.

This may seem daunting, but there are a few crucial strategies to focus on:

  • To help develop inbound links and enhance keyword rankings, create link-worthy material based on your keyword research and study what is ranking in the top search results.
  • Keep an eye out for mentions of your company to see if there are any quick-win possibilities to get a link from a website that is already talking about you.
  • Remember to link to other websites if you want other websites to connect to you. You only get what you give.
  • Use social media to help you create links. Before contacting out about a link-building opportunity, interact with your targets to help build connections.

These are just a few notions to get you going. In today's hyper-competitive environment, however, there are more complex link-building strategies to be effective.

10. Use Strategic Content Promotion

I mentioned it briefly above, but it's also critical to use non-SEO methods to raise awareness of your assets and aid your link-building efforts.

The more people that see your material, the more chances you have to:

  • Produce inbound connections.
  • Encourage others to share your content on social media.
  • Boost the piece's popularity.
  • Improve your ranking.

While various advertising strategies may be appropriate for different materials, keeping a checklist handy is always good. When it's time to promote an asset, you'll be prepared with a list of all options.

This might involve the following:

  • Using many social media platforms to disseminate.
  • Sending an email to your subscribers.
  • Internal team members are encouraged to discuss their ideas.
  • Getting in touch with the people referenced in the asset.
  • Setting up Google Alerts to keep an eye on the discourse.
  • Directly communicating with selected specialists or influencers.
  • Responding to similar questions on Quora or other online communities.
  • Using social media to advertise.
  • Identifying internal cross-linking possibilities that already exist.
  • Repurposing the asset in different ways, such as creating a SlideShare presentation.

11. Constantly improve and optimize content.

While there are many other aspects to consider when SEO, content is still king. When assessing how effectively your site responds to a query, quality content is more important than anything else.

Suppose you only remember one thing from this article (and hopefully you will). In that case, it should be the value of high-quality content. But, again, the word "high quality" is stressed.

The significance of E-A-T, or expertise, authoritativeness, and trustworthiness, is expressly stated in Google's Search Quality Guidelines. Your material should convince both search engines and users that you are an authoritative specialist on your keywords' issues.

However, since search engine rankings are continuously changing, you must perform ongoing content tweaks and upgrades. For instance, just because you've gotten a Featured Snippet result for a specific keyword or phrase doesn't imply you'll remain there.

Refreshing your content ensures that you're providing the greatest (and most up-to-date) information to your consumers while increasing keyword exposure. The corresponding keyword rankings will most certainly suffer if the material is out of the current.

On the other hand, if you're always searching for methods to improve your content and deliver the most incredible stuff to your visitors, you'll most likely notice an improvement in keyword ranking. Content optimization should never be seen as a one-and-done process, particularly if you aren't receiving the desired outcomes. Re-optimize an asset for relevance, search intent, engagement, and readability if it isn't ranking.

Your objective should be to provide consumers with material superior to anything else available for the query. The adage "If it ain't broke, don't repair it" holds here.

For example, suppose you're currently ranking top on Google for a highly competitive and often searched phrase. In that case, you don't want to risk losing that position. I wouldn't propose modifying the title tag or doing anything else that may backfire in such a scenario.

However, there may be changes to improve the ranking asset's conversion rate and encourage people to remain longer on your site.

12. Create a Google Business Profile and optimize it.

Local search has grown in importance as a component of SEO.

It has an influence on your website's rankings in addition to attracting business to your physical presence. In many circumstances, Google's SERPs consider the searcher's location. Answers to searches are more likely to be found in photos, reviews, and phone numbers than text-only links.

Creating and optimizing your Google Business Profile is the most distinctive approach to appearing in local searches. This free feature lets you control how your company appears on Google sites such as Maps, Reviews, and Local Pack Listings. A Google Business Profile boosts your exposure and provides people with quick access to information about you. It also enables customers to leave reviews on Google for your company.

These are regarded to have a significant influence on rankings and increase your reputation and allow you to shape the narrative surrounding your brand. In addition, your profile will provide you with information about your audience, which may help you find new chances and keywords to target.

You'll learn which search terms lead people to your website, how they're responding to your postings, and how many hits your website link is getting.

Final Thoughts

The task of an SEO expert is never finished.

Even if Google decides one day, "You know what? We've finally nailed this algorithm" (which they'll never do), your SERP rankings will fluctuate as other people pursuing the exact keywords alter and adapt their techniques and content.

This implies you must continue to work on your website. Always keep in mind that SEO is a marathon, not a sprint. It doesn't mean you're not on the correct route if you don't get the results you desire immediately soon.

And vice versa: don't assume that you'll remain there tomorrow because you're high on the list now. SEO requires a great deal of testing. So don't be frightened to try new things.

You won't always be at the top, but your website should rise in the ranks if you put in the effort and follow these SEO best practices. And that, in turn, will bring you the traffic you want.

July 29, 2022
Robbin Schuchmann
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