Coming in third isn’t all that bad unless it’s referring to the page you’re ranking on Google! As you know from searching online, the top results see the most traffic. The farther down your brand appears on a search results page, the less traffic you’re going to see. This is where SEO, or search engine optimization, comes into play.
Whenever you search for something online, Google quickly — more like instantaneously — looks at your query and identifies relevant web pages. This scan takes into consideration a variety of factors, everything from your current location to how user-friendly your website is. Algorithms change from time to time, prioritizing certain factors over others. This means you can never rest on your laurels once you do end up on the first page of a search page.
If you feel stuck in your SEO strategy, you’re not alone. Getting unstuck can take some dedication and hard work. However, don’t be distraught! Below are four practical ways to boost your SEO rankings.
1. Prioritize Authority
Misleading, false, and even fake news content is abundant in today’s digital world. Because of this, search engines like Google want users to find information that they can trust. This is why being authoritative is so important in the eyes of Google. Moreover, authoritative web pages demonstrate that your website is accurate and reliable.
So how do you become an authoritative site? Well, it means creating content that provides value to the readers. Depending on your site, this may mean creating tutorials, user guides, or even long-form articles on a particular subject matter. A law firm, for instance, could publish guides on how to file specific claims in order to boost their law firm SEO. As users reference your materials, you gain authority.
2. Publish Fresh Content
In addition to being authoritative, you also need to be relevant. While some content on your site is bound to be evergreen, a good portion needs to be new. You and your team should create an editorial strategy to generate content that readers are looking for today. You can tap into resources like Google trends to identify what readers are searching for and write on these topics. This can narrow your focus, so you spend time writing on the subjects readers are curious about.
Of course, you shouldn’t write on everything and anything that is trending. It’s important to keep your target audience in mind. Think about the types of content that matter to your audience. If you’re a beauty site, it doesn’t make sense to write about financial matters unless it’s tied to the beauty industry. And if you have outdated content on your site, be sure to update it. This can also help boost your rankings as you write on new information that readers today find the most valuable.
3. Be Link-Worthy
By being an authoritative, up-to-date site, you’re likely going to attract more links from other sites. This can significantly boost your rankings, as it shows that you’re a useful reference. Not to mention, it’s also a way for readers to click over to your site while they are browsing elsewhere. Infographics, videos, and research are all examples of link-worthy content pieces. You should want to publish information your readers will value.
While you’re creating your content, it’s also important for you to link to other relevant web pages. You don’t want to link every other word, but adding a few links per article can further establish your credibility. Of course, be discerning when selecting your links. You want your content to remain authoritative, so only link to other reputable sites.
4. Rank for Relevant Keywords
Finally, one of the keys to creating a solid SEO strategy is to rank for relevant keywords. This requires a bit of homework, but it’s well worth the effort. To start, think about a particular word or phrase that you think is worth ranking for. This should be something tied to your business, such as “best sports bra” if you’re an athletic brand. Next, use keyword tools to see how these selected keywords currently rank.
In order to dominate a particular keyword, you need to make sure it’s not already high ranking. “Best sports bra” may be getting too much volume already, which will only make it harder for you to try to rank on the first page. However, “sports bra for yoga” may be more suitable and a bit easier for you to rank for. In order to build a sustainable SEO strategy, it’s best to focus on what is obtainable. Get a few SEO wins under your belt before you try to grasp for the stars.
Having a strong SEO strategy is the answer to getting off the third page of the search. This strategy starts with being authoritative and posting fresh content regularly. With this, you can then become a link-worthy site, one that prioritizes ranking against relevant keywords. Even though your SEO strategy won’t be solidified overnight, keep at it! Being consistent with your tactics and your plan of action will be a good return of investment for your business.