If visitors are unable to find what they need on your website, manage interactive content, or fill in forms, this will have an adverse impact on engagement and adaptation, not to mention repeat visits.
That said, SEO or search engine optimization will come to the rescue. In London, there are many digital marketing specialists who can help you catch up and outperform the competition.
Here are some of the best practices in SEO. Knowing them by heart will help you rank your website well.
1. Relevance
Over the last five years, Google has transformed dramatically, and most of the changes relate to significance. The Hummingbird update replaced the entire search algorithm of Google in 2013 with a more advanced system, now mostly powered by the machine learning toolkit of the tech giant, like RankBrain.
Rather than matching the number of keywords and links as it used to do, Google now tries to align the intent of the user and the scope of a search with the most relevant content. The search algorithm enhances the understanding of the meaning behind everyday user requests, and advertisers need to consider user intent and context in the same way.
2. Authority
Relevance alone is not enough to make you one of Google’s top spots. Search engines want the data they provide to be reliable. This is where domain or page authority comes into play. When it comes to rating results, the more online authority your website has, the more confidence and trust search engines put in you.
But how is the authority determined by search engines? Consider the following information:
- Who connects with you?
- How often people talk about you?
- How many references do you have?
- Who do you relate to?
3. Website Health
The more technical side of SEO is beginning to come into play here. Through site health, it means the basics of code-level that is made easy for search engines to find and index your website. These are the key aspects to concentrate on:
- Links and pages that are broken
- Issues in indexing
- Code integrity
- Structured data
4. Competition
Logic says the more you have to reach your promotional targets, the more rivals you have. With the volume and level of competition you are facing, you’ll experience these things:
- The higher you are going to bid on keywords
- The tighter you are going to fight for high ranking
- The more tactical you need to be when it comes to your pricing and special offers
Knowing how many competitors you have and who they are is crucial, but this is not typically as apparent as you might think. First of all, your main competitors and search rivals may not be the same businesses.
5. Usability
Over the past few years, usability factors have been affecting the search results. This was largely driven by mobile growth, which is crucial to Google’s future plans. So, seeing the search giant pay more attention to the user experience is no surprise.
Here are the usability factors to consider for search ranking:
- Page load time
- Mobile-friendliness
- Easy to use and navigate
- Utilization of pop-ups and other advertisements
You can have a platform with the help of experts to recognize your direct, indirect, and emerging rivals, among other things. Professionals in search engine optimization will help your website rank in search results.
