The Number One Thing You Can Do to Improve Your Search Rankings
The number one thing you can do to improve your search rankings is to publish high-quality content on a regular schedule. The search engines love new content being added on a regular basis. Fresh content tells the search engines your site is alive and well and you care about your audience by keeping them informed and up do to date. Publishing on a regular schedule can increase the frequency the search engines review (or crawl) you site. Every search engine is different and they are constantly changing and updating how they decide what to display first but it feels like the algorithm starts to anticipate your posts when you publish on a regular schedule improving your search engine placement over time.
Search Engines Delist Sites Every day That Don’t Follow the Rules
There are two common types of search engine optimization or SEO in use today typically known as black-hat and white-hat. There are still bad actors out there selling black-hat search engine snake oil using every trick in the book that may even work for a short while (read: until the check clears) Ensure you or your agency are “not” using black-hat tactics like keyword stuffing, hidden content or link farms. Tactics like these and others will get your site delisted destroying your efforts to get found online and damaging your reputation.
Make Friends with Search Engines by Using “White-Hat” SEO Guidelines
Search engines sole purpose for being is to attract searchers (read: eyeballs) so they can sell digital display advertising at the rate of $40 Billion a year in 2017 alone. Help the search engines serve their searchers by using white-hat techniques accurately describing your content on-page and in code. All the major search engines publish best practices guidelines you can follow.
Make Sure to Use a Consistent NAP
A What!? Name, address and phone that is. Search engines are really very smart except when they aren’t. Out of context it is very difficult to tell if two organizations with a similar name is the same or different organization all together. An over simplified example is a recent search for Baker and Baker that returned 458 Million results compared to Baker & Baker that only returned 24 million results. Don’t take the risk, ensure all of your contact information is exactly the same across all digital channels and properties.
Keyword Rich vs Keyword Stuffing
Focusing your writing to your audience first, will naturally fill your content with critically important keywords. Stuffing your content with unnatural keywords is a black-hat tactic that actually worked in the past but might get your site delisted today. Use words your customers use and if you are not sure ask them. Here is a simple test you can use to demonstrate this point. Search for Preowned Cars and Used Cars and pay close attention to the number of results returned in each search. You may think you are in the pre-owned car business but your Next New Customer is searching for used cars.
Formula to Grow Your Business in the Digital Age
Publish articles and information your Next New Customer is interested in on a regular basis to Get Found. Syndicate to social media channels to build an audience. Use onsite engagement tools to encourage audience interaction on channels you own and control. Develop leads and referral sources then convert to customers and more referral sources. Rinse and Repeat.
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