Online search is a dynamic ecosystem that is changing daily. As more businesses leverage the power of SEO, search engines, like Google, Bing, and Yahoo, continually tweak their rankings to provide searchers with the best possible result.
Consumers today rely on search engines to lead them in the right direction for all their needs, just like a baby holding a mother’s hand.
They understand that websites on the first page of search are generally more trusted and relevant as they themselves know how Google works. So it’s no surprise to see businesses of all sizes and industries trying to rank their business higher through SEO.
What should you focus when implementing SEO?
Here are 7 evergreen SEO factors that will rank every business higher for online search.
Content is King
Nothing can yield you more positive ranking signals than quality content.
An in-depth article covering a topic can be shared on social media, backlinked by other websites, and, if formatted correctly using best practice SEO, climb its way to the top of the search engines ranking page (SERP).
Ditch the 300-500 word articles and replace them with long-form 1,000+ words that contain videos, images, and high quality information that consumers want to know. Every high ranking website has a foundation of quality content.
Don’t be scared to start a blog giving your audience free value in fear that the information you provide them will stop them from actually using your business. The more value you can give your audience, the more they will come back to your website and contact you in their time of need.
Because search engines rank websites based on their content, poor content is usually pushed to the lower pages of search while the best content is pushed to the top.
Freshness of Content
It’s no longer enough to create quality content and expect that to be enough. With the influx of businesses churning out content and using SEO for their business, older pages which haven’t been updated since being published will drop their rank positions as they’re overtaken by fresher up-to-date content.
However, if you continually update your core pages to provide the most relevant information today, search engines will take this into account and give your website a greater weighting than newer content, simply because it’s been updated.
Updated pages send signals to search engines that a business is up-to-date in its industry, and actively wants to provide visitors with the best information possible.
For your key search terms, always go back to your pages every 3-6 months and update them if necessary.
The starting point of ranking your pages for search engines starts by identifying keywords and optimizing each page for a single keyword. This can be done using a number of on-site factors such as placing the keyword in the title of the page, in various sub-headings, and throughout the article.
Without optimizing pages for keywords, using best practices, you will find it extremely difficult to rank pages on any search engine.
As best practice you should have one seed keyword for every page and ensure that keyword is not being used on another page.
Updating Website Code
As consumer attention spans grow shorter, and the need for wanting everything as fast as possible grows, the speed of your website begins to play a big factor in where your pages rank.
Over half of the U.S. Internet user base are mobile users, many using 2G/3G networks which cannot handle websites containing bulky website code.
Having poor website code not only hinders your website performance, but also the ability to rank in the SERPs. Platforms such as Google use robots known as web crawlers to read the code on your website to learn more about your pages, associated keywords, when it was last updated, and who your content is most relevant for.
If your website is loaded with cumbersome unfriendly code, search engines are unable to read your pages correctly, causing them to inaccurately index your pages, or push them lower in search as a result.
With more than half of the world’s population using smart devices to access the Internet, it has never been a more imperative time to optimize your website for mobile devices.
Google has admitted that they penalize websites that do not offer a mobile-friendly experience by ranking them lower in mobile search. The good news is, it doesn’t cost thousands of dollars to make your website mobile-friendly. In fact, it can often be done by changing your site’s theme or making a few coding adjustments (depending on your host and platform).
Making your website mobile-friendly can see its rank jump several spots overnight.
As smart devices continue to become more advanced, more consumers will rely and use them for everyday life.
Reviewing On-site and Off-site Links
SEO is unlike any other marketing campaign. Whether you send out a sequence of emails, run a Facebook marketing campaign or a time-based promotion, all will have a start and end date.
SEO has no end date.
The more time you invest, the higher your business will rank. Ranking your website higher on search engines is a constant battle with your competitors. The war to rank above them never ends, unless one of you gives up. Search engine algorithms rely on up-to-date information as a ranking signal, so giving up only damages your previous efforts.
Instead, once you have implemented an aspect of your SEO strategy, there are several on- and off-site factors you can review to improve them as time goes by. Third-party tools exist that help you identify where you can improve your strategy, what your competitors are doing, and how to out rank them for specific keywords.
Ranking high on SERP is not a one time thing with your position remaining static forever. Rankings are shifting all the time based upon what the other 2 million website are doing online.
Make Yourself Visible in Local Search
Small and local businesses need to focus on local search to get the best return on investment from SEO. Search engines tailor their search results based on a user’s search query and location.
For example, if a searcher types ‘local lawyers near me’ Google will use the searcher’s IP address to identify their location, then return a number of businesses most relevant based on their search query and location.
If your business caters to the local market it’s imperative that your business is listed on local search.
Want to Rank Your Website Higher?
There are hundreds of ways to rank your website higher in Google, Bing, and Yahoo, but not all of the methods listed online are true or white-hat. Many methods are considered unethical (known as black-hat) and against the Terms of Service of almost all search engines.
Breaking these rules can result in your website being penalized, lowering its visibility in search, or, in some cases, being completely removed from online search. Google has created specialized algorithms that focus on catching businesses using unethical tactics, and penalize them accordingly.
Are you looking to rank your website higher in search using correct SEO tactics? Then get in touch with us today to see how we can help.