It is a tough competition to get to the top of the Google search engine results. Everyone wants to be there. You need to have relevant and high-quality content, fast-loading sites, carefully organized pages, and much more to make sure you come out somewhere on the top. There is a lot that goes into the recipe for Google SERP (search engine results pages) success. Luckily, there are a few important principles that impact your content and can help keep you at the top of the list.
Almost 89% of people search online before making a purchase, which will almost always end up being from a local business. Please keep in mind, it is not the interest of Google to show organic results as much as paid ads. Organic results are falling lower and lower. In most cases, you see paid ads on the top, Google Map ads, image ads before the organic results.
When it comes to searching for a service, project, or business, there are a few key things to remember:
- There are multiple reasons people search the internet, including research, needing a task done, or learning something new.
- Search engines are tasked with providing the best results to meet the needs being searched for.
- Searches are different and so will the types of results generated be.
- Search results need to be diverse to reflect the diversity in people using search engines all over the world.
- The results produced should be able to help the searchers. They should not lead people astray or provide information they cannot use.
This means you have some work to do to make sure website visitors that are searching are delivered to your website. The right inbound marketing strategy will bring traffic to your site and turn that traffic into leads. For an effective inbound marketing strategy, you need to follow these principles:
1. Choose KeyWords To Compete For
Focusing on a keyword that is too broad, does not generate enough traffic, or is too competitive, is a common mistake and will lead to failure. Targeting competitive keywords works better with Pay Per Click advertising. For organic search, target longer keywords. Start with a keyword that is broad, and using analytics, narrow down the most effective one to use. For example, adding your location to the keyword, so instead of ‘marketing’ you choose ‘Los Angeles Marketing companies”.
2. Optimize Your Website
Every page on your website needs to be optimized. This will ensure that Google understands what every page is about to appropriately pull for search results. To make sure each page is optimized, you must include:
- Page title, less than 70 characters
- Meta description, less than 155 characters
- Headings to break up the content
- Titles for every image
- Keyword placed at least once, and bolded, in the content
- You need to optimize your pages and site so they are user-friendly and can be easily navigated.
3. Develop and Maintain a Content Strategy
If your site becomes stale, you will lose traffic and customers. To prevent this you need an ongoing strategy to continually produce new content. With new content, focus on expanding your resources and producing higher-quality more relevant content to keep your visitors engaged. The primary pages of your site should be supported by content pages that are linked using appropriate keywords.
4. Develop a Blog Strategy
Blogs are a great way to pass along important information, increase your authority, and keep customers engaged. Websites that use relevant and fresh blogs get 55% more traffic and 70% more leads than those that do not. Each new blog is a new indexed page that can promote you directly or be linked to social media platforms for extra marketing. Blogs that are successful focus on a keyword that is relevant and something customers want to read about. You also need to keep your blogs simple and conversational, with bold points and eye-catching images.
5. Get Quality Links
Inbound links are the links to your site that another website uses to support its content. Reach out to vendors, suppliers, and others within the industry to establish these links. These inbound links are only useful when they come from a relevant source. Blogs are a great way to create links because the host gets high-quality content, readers get solid information, and you expand your reach by posting to another blog. Remember that having high-quality links is better than having a large number of links.
6. Get Google Authorship
This ensures that your article will display better and will appear higher in results rankings. Signing up with Google Authorship will give your site more exposure and attention and improves your authority and credibility.
7. Analyze and Refine
Online marketing and optimization strategies are not always perfect and need to be constantly analyzed and refined. Using analytics, you can identify which pages are performing well and whether keywords are working or not. If things are not working, spend the time to revise them. For areas that worked well, use those successful approaches to apply to pages that need some work.
You want the content you produce to be seen and your website optimization and marketing strategies are important to this. The principles outlined are part of this strategy that will bring your company to the top of the Google search results. And the top is where you want to be.