A blast from the past: this was a featured article written by myself for Web Designer Magazine (it appeared on their front-page and subsequently became their best selling issue). It detailed how local companies and marketers can overcome the challenges set by the Google search algorithm.
I hope the below helps you to understand a little more about Search Engine Optimisation:
Search Engine Optimisation is the practice of making websites as search engine friendly as possible, so when users are searching for terms that are relevant to your business, your website will appear higher in the list of results. You can’t pay for this as its organic; it’s a mixture of skill, relevancy and some would say black magic!
Naturally people will be better in certain areas of SEO than others, although each of us will always benefit from ongoing improvement, understanding and refinement. It takes resourcefulness, dedication, persistence and creativity to hit the top spots; this is particularly relevant with the ever changing nature of the Google algorithm and the need to keep up to date and informed.
The following will help you to have a better understanding of what the search engines are looking for, and how you can ultimately improve your rankings.
By stripping back SEO and breaking it down to what matters, we can focus our attention on what’s needed to achieve those gains, without being restricted or penalised.
We will start with what really matters, understanding Google’s ranking signals, and how to optimise for both humans and the search engine crawlers. We then create a workflow and move onto tasks associated with it.
*Although written 5 years ago by myself (2018), all of the steps still apply… I have updated each in-line with 2023:
Top 20 Tips
- On Page SEO is an absolute must.
- Google’s ranking is made up of 200+ components, or “ranking signals, ‘On Page SEO’ is a critical element to fully take advantage of. Content relevance has to be both original and relevant to the search phrase to rank well, as well as optimising Meta Titles, Descriptions, Headers, Image Alts and the Url’s.
- On-Page SEO still applies in 2023, with an even more targeted focus on the user’s intent (along their buyer’s journey). But don’t forget about Off-page SEO too!
- Google’s ranking is made up of 200+ components, or “ranking signals, ‘On Page SEO’ is a critical element to fully take advantage of. Content relevance has to be both original and relevant to the search phrase to rank well, as well as optimising Meta Titles, Descriptions, Headers, Image Alts and the Url’s.
- User Experience and Trust
- SERP (Search Engine Results Page) click-through rates can have a massive impact on rankings. The only efficient way to make your listing earn actual clicks from real users is to make it appealing and click-worthy. We utilise the Meta Tags for this with clear CTAs, combined with great user experiences to gain trust.
- User Experience and Trust still applies in 2023, engagement is key with half the job getting your audiences to click your result within the SERP…. The other half is getting them to engage (pushing them down a targeted funnel, once they land)
- SERP (Search Engine Results Page) click-through rates can have a massive impact on rankings. The only efficient way to make your listing earn actual clicks from real users is to make it appealing and click-worthy. We utilise the Meta Tags for this with clear CTAs, combined with great user experiences to gain trust.
- Pay attention to Technical SEO
- If your page isn’t optimised for mobile devices, it’s likely to be discarded from mobile search results completely. Google has also officially confirmed that it uses page speed in its ranking algorithm and can influence your SEO indirectly. 4xx and 5xx errors will also affect your site’s indexation and have an impact on user experience.
- Technical SEO still applies in 2023, pay close attention to resolving any errors that limit your pages from being crawled and indexed correctly.
- If your page isn’t optimised for mobile devices, it’s likely to be discarded from mobile search results completely. Google has also officially confirmed that it uses page speed in its ranking algorithm and can influence your SEO indirectly. 4xx and 5xx errors will also affect your site’s indexation and have an impact on user experience.
- Take advantage of Backlinks
- The number of backlinks and linking domains is still a major ranking signal and has a massive impact on your ranking potential. Run regular link audits to spot any dangerous links early and have them removed in time. To acquire more high-authority links, look at your competitors’ profile and try to win some of their links for your own site.
- Backlinks still apply in 2023, not only is it a positive referral source of new traffic but also an essential trust marker for the search engines.
- The number of backlinks and linking domains is still a major ranking signal and has a massive impact on your ranking potential. Run regular link audits to spot any dangerous links early and have them removed in time. To acquire more high-authority links, look at your competitors’ profile and try to win some of their links for your own site.
- Create a Workflow
- From these search engine algorithm insights we create a workflow of actions, to actively execute your marketing strategy. These actions include: goals, actions, insights and reporting, the tasks below are associated with your workflow:
- Planning has and always will be essential – 2023 and beyond, without a plan or strategy your marketing efforts will be hindered.
- From these search engine algorithm insights we create a workflow of actions, to actively execute your marketing strategy. These actions include: goals, actions, insights and reporting, the tasks below are associated with your workflow:
- A good strategy starts with goals
- When you have a clear idea about where you want to go, it’s easier to get there. Begin your marketing strategy by outlining what you would like to accomplish. Once you pinpoint your goals, set clear objectives for each goal using SMART goal planning and create Goal and Event Tracking within Tag Manager and Analytics.
- Having well thought out goals and KPIs will always be important, whether in 2018 or 2024.
- When you have a clear idea about where you want to go, it’s easier to get there. Begin your marketing strategy by outlining what you would like to accomplish. Once you pinpoint your goals, set clear objectives for each goal using SMART goal planning and create Goal and Event Tracking within Tag Manager and Analytics.
Bite-sized tip:
- Tree like structure
- Ensure your most important pages are reachable from the homepage and they are arranged in a logical tree-like structure. The names of your URLs also reflect your website’s structure and use breadcrumbs to facilitate navigation.
- Develop your Buyer’s Journey
- One of the most important elements in building an SEO marketing strategy is empathy for your audience. Once you grasp what your target market is looking for, you can effectively reach and keep those users. Develop your buyer’s journey, by outlining what your target customer is thinking during: Awareness, Consideration and Decision.
- Understanding your Buyers journey is still as important in 2023, alongside understanding their intent and delivering exactly what they want along this varied journey.
- One of the most important elements in building an SEO marketing strategy is empathy for your audience. Once you grasp what your target market is looking for, you can effectively reach and keep those users. Develop your buyer’s journey, by outlining what your target customer is thinking during: Awareness, Consideration and Decision.
- Marketing Channels
- Understand the First to Last Interaction in line with the buyer journey. What digital touchpoints do your users engage with at each stage? For example: during the Awareness stage, what is your customer experiencing as they become aware of a problem they are having? What are their pain points and where do they go?
- Truly understanding your audience is imperative, even more so in 2023 and beyond… this will not change.
- Understand the First to Last Interaction in line with the buyer journey. What digital touchpoints do your users engage with at each stage? For example: during the Awareness stage, what is your customer experiencing as they become aware of a problem they are having? What are their pain points and where do they go?
- Keyword Analysis and Research
- Ranking for the right keywords can make or break your website, by researching your market’s keyword demand you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. It’s not always about getting visitors to your site, but about getting the right kind.
- Keyword Analysis is still important in 2023 and beyond, ensure you understand how your audience searches and how you can deliver the best fit result that fulfils their search intent.
- Ranking for the right keywords can make or break your website, by researching your market’s keyword demand you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. It’s not always about getting visitors to your site, but about getting the right kind.
- Be Findable by Search Engines
- Search engines won’t rank your website unless they can find it. It’s extremely important to make sure search engines are able to discover your website’s content and they can do it quickly and easily. Keeping a Logical Site Structure and utilising ‘rel=next and rel=prev’ will help with this greatly.
- Being found in search will always be a priority, this most certainly still applies in 2023 and beyond. Rising to the top spots is your ultimate goal to gain the most natural clicks.
- Search engines won’t rank your website unless they can find it. It’s extremely important to make sure search engines are able to discover your website’s content and they can do it quickly and easily. Keeping a Logical Site Structure and utilising ‘rel=next and rel=prev’ will help with this greatly.
- XML Sitemap and RSS Feeds
- The XML sitemap helps search bots discover and index content on your website, make sure it’s up to date and added to webmaster tools. RSS feeds are another great way to notify search engines about any fresh content you add to the site.
- The Sitemap is still an important tool in 2023, ensure you are keeping this up to date and not confusing search by sending mixed signals.
- The XML sitemap helps search bots discover and index content on your website, make sure it’s up to date and added to webmaster tools. RSS feeds are another great way to notify search engines about any fresh content you add to the site.
- Master Panda (Content)
- Googles Panda ranking algorithm update sifts out pages with thin, non-authentic, low-quality content. Improve content quality by revising your brand messaging, aligning it with the projected path of your business and your target audience. Create useful, expert-level content and present it in the most engaging form possible.
- Although a historic major algo change, the insights from it still apply in 2023. Content should be informative, engaging and useful to your audience…don’t create content for content sake.
- Googles Panda ranking algorithm update sifts out pages with thin, non-authentic, low-quality content. Improve content quality by revising your brand messaging, aligning it with the projected path of your business and your target audience. Create useful, expert-level content and present it in the most engaging form possible.
- Utilise Canonicalisation correctly
- Canonicalisation is a way of telling search engines which page should be treated as the primary version when several URLs return virtually the same content. The main purpose of this is to avoid internal content duplication on your site. Mark canonical pages using the rel=canonical attribute.
- Correct canonicalisation still applies in 2023, beware of content duplication or the wrong page being indexed as the primary.
- Canonicalisation is a way of telling search engines which page should be treated as the primary version when several URLs return virtually the same content. The main purpose of this is to avoid internal content duplication on your site. Mark canonical pages using the rel=canonical attribute.
- Improve UX and Engagement
- UX-related metrics have made their way into Google’s ranking algorithm, for example site speed, mobile-friendliness and the HTTPs protocol. Striving for greater engagement and higher click-through rates also tends to bring better rankings as well as indirect SEO results in the form of attracted links, shares and mentions.
- UX related metrics matter more than ever, ensure your content is engaging enough to send the right signals to search…from the initial click to when they land and redirect.
- UX-related metrics have made their way into Google’s ranking algorithm, for example site speed, mobile-friendliness and the HTTPs protocol. Striving for greater engagement and higher click-through rates also tends to bring better rankings as well as indirect SEO results in the form of attracted links, shares and mentions.
- Earn Social Signals
- Your Social Comms can make it to the Google organic search results, which is a great opportunity to drive extra traffic and more real-estate. Attract social links and shares with viral content that is easy to share. Create incentives to get more positive reviews and citations across the web.
- Earning Social Signals still applies in 2023 and beyond, the more positions you can gain within the search results the better.
- Your Social Comms can make it to the Google organic search results, which is a great opportunity to drive extra traffic and more real-estate. Attract social links and shares with viral content that is easy to share. Create incentives to get more positive reviews and citations across the web.
- Leverage Rich Answers
- A rich answer is a snippet that already contains a brief answer to a search query. It appears above other organic search results and thus enjoys more exposure. Any website has a chance to be selected for the rich answers section. Identify simple questions you might answer on your website to increase your chances.
- Although highlighted 5 years ago, Rich snippets (also called “rich results”) still apply in 2023. If not already taken advantage of, this is a primary opportunity to raise your business profile.
- A rich answer is a snippet that already contains a brief answer to a search query. It appears above other organic search results and thus enjoys more exposure. Any website has a chance to be selected for the rich answers section. Identify simple questions you might answer on your website to increase your chances.
Bite-sized tip:
- Encourage Engagement
- After you publish a piece of content, your next goal is to get people to engage with it. People share content from websites they trust, so reach out to your network and establish connections with influencers.
Keyword Research Tip:
- Start by brainstorming your ideal customers search terms and establish a baseline list of keywords by using the free AdWords Keyword Tool. Go that little further by substituting in synonyms by going to Thesaurus.com and gain new keyword ideas from Wikipedia articles around your existing keyword list. Take advantage of UberSuggest to generate variations, it works by scraping the autofill suggestions Google gives you and spend some time on Quora, as it will highlight how people speak in their niche communities. And don’t forget to look at your competition and utilise Google trends, as it will show how keywords have evolved as a result of factors like seasonality, geographic location, and media coverage.
- Make use of Schema Markup
- Schema markup is used to tag entities (people, products, events, etc.) in your pages and content. Although it does not affect your rankings, it helps search engines better interpret your content and gives you more search engine real-estate.
- Schema Markup still applies in 2023, even more so…take advantage of any way you can to increase your visibility within the search engine results.
- Schema markup is used to tag entities (people, products, events, etc.) in your pages and content. Although it does not affect your rankings, it helps search engines better interpret your content and gives you more search engine real-estate.
- Combat Penguin (Links)
- Google’s Penguin ranking algorithm update detects artificial backlink patterns and penalises sites that violate its quality guidelines. Keep your backlink profiles looking natural, earned through others quoting, referring to or sharing your content.
- Keeping your link profile clean and natural still applies in 2023, links should ideally be relevant to your website, have a similar intent and be useful to your audience group.
- Google’s Penguin ranking algorithm update detects artificial backlink patterns and penalises sites that violate its quality guidelines. Keep your backlink profiles looking natural, earned through others quoting, referring to or sharing your content.
- Review your local SEO plan
- Good marketing does not attempt to reach all people; it’s targeted to connect with a few specific and defined audiences. Capitalise on these audiences locally, by optimising your Google My Business listing (G+) and create incentives to get more positive reviews and citations across the web.
- It’s changed its name since to ‘Google Business Profile’, but still applies in 2023… in particular the reviews.
- Good marketing does not attempt to reach all people; it’s targeted to connect with a few specific and defined audiences. Capitalise on these audiences locally, by optimising your Google My Business listing (G+) and create incentives to get more positive reviews and citations across the web.
- Don’t forget Reporting
- Measurement is an imperative element of all marketing activity, ultimately, any report needs to focus on your KPIs. Perform these regularly to gain insights for your next steps and tests; the most common source of traffic information that will help is Google Analytics.
- Reporting still applies in 2023, without it you can’t attribute success, learn and improve!
- Measurement is an imperative element of all marketing activity, ultimately, any report needs to focus on your KPIs. Perform these regularly to gain insights for your next steps and tests; the most common source of traffic information that will help is Google Analytics.
What to look out for
*Back in 2018 I listed the following:
- AMP (Accelerated Mobile Pages), a Google initiative to build a more user friendly mobile Web.
- Since then, AMPs have become largely unnecessary in 2023, due to the improvements to mobile page speeds and user experience.
- HTTP/2 a new network protocol that should replace the outdated HTTP/1.1. In terms of SEO, you may be able to gain some ranking boost due to the improved website speed.
- Server support for HTTP/2 prioritisation is not yet mature and software support is still evolving.
Not bad for 5 year old tips that still apply in 2023…. for any further help or advice with your business marketing, please contact me directly on paul@serplicity.co.uk