Search engine rankings are essential for drawing traffic to a website. Though equally crucial for large businesses, it becomes essential for small businesses to market themselves to search engines to develop a strong customer base in their niche. Through search engine optimisation (SEO) website owners can improve their ranking on search engine results pages (SERPs) and increase traffic organically. The higher the rank, the more there is a probability of readers clicking on a website to engage with its content. Before 2019 starts, here are some tips for website owners who want to achieve a better search engine ranking next year.
Google picks up on information such as the number of users who visit a website, the backlinks they visit it from, the landing pages and the average period that each user spends on the site before ending the session. This is why it helps website owners to keep users’ interest and attention if they improve the overall user experience. The website should be formatted efficiently with a clean design and easily readable text. The fonts shouldn’t be hard to make out or take too long to load. Overall, the user must be able to grasp information, and there shouldn’t be any technical or grammatical errors. If users spend more time engaging on a website, the ranking also improves.
To improve Google rankings, a website should be maintained regularly. Any lags or delays in page loading can count as negative marks on a search engine. Google ranks those websites higher that load quickly and do not have any internal bugs and errors.
Starting from this year, Google added mobile optimisation in its list of criteria for website rankings. This makes sense as more than half of the audience accesses a website from their smartphone. A website that doesn’t run properly on a mobile phone can be penalised and hence, have an inferior search engine ranking. Fancy plug-ins and widgets may be desirable but they can considerably increase the loading time of a website and may not display correctly on the mobile version.
Content marketing is one of the essential SEO tricks as Google looks for text and ranks a website by the quality of its content. Most local businesses need blogs with supplementary information and research in their niche to attract new customers. The content needs to be amplified by incorporating popular keywords. Header tags are also useful as they alert search engines that the content is organised well and is easy to read. However, the content shouldn’t be generic and full of keywords either. It should attract ‘human audience’ with unique and exciting titles. Quality should not be compromised for quantity.
Another newer concept is of search task achievement which refers to content that solves a particular problem or answers a question that people often search. Content that is marketed to answering pertinent questions in a field can also improve the search engine rankings by getting noticed by bots.
This is very important for budding businesses. This information should include the business owner’s name, contact details, the address of the company. Google also generally consists of the business listings and reviews on third-party sites and websites such as Google-owned Maps and Yelp. The presence of such information can improve the SEO potential of a website.
The presence of tags alerts search engines to the niche and relevance of content on a website. Using the correct tags can increase the chances of attracting customers that are interested in a particular kind of product and much more likely to spend money on it. Keyword metadata can also be included on the different pages of a website to tell search engines what it covers. It makes it easier for bots to crawl a site.