Nothing is more relieving than seeing your website rank on the first page of Google, and trust me it needs loads of effort to make it happen.
It is important for any business to optimize their website for better Search Engine Optimisation (SEO) and higher conversions, leading to the site’s success.
SEO is short for Search Engine Optimization. It is a method of improving and increasing your organic website traffic through search engine results. The more you improve your SEO, the more are the chances to appear on the first page of Google.
Is it necessary to rank on the first page of Google?
Our SEO experts at Spyne says, ‘ranking on the first page isn’t enough. To be a successful and known brand, you must appear on the first three searches of Google to drive decent conversions.’
- Page 1 of Google accounts for 90% of the traffic, which means 90% of the Google users don’t go on the second page as they find what they’re looking for on the first page itself.
- The top-ranking 3 positions on the first page of Google accounts for over 60% of all clicks.
So, the more you improve or optimize your website, the better. It helps you to get discoverable when a potential customer is searching terms or “keywords” related to your brand.
For instance, Spyne is an on-demand photography company that provides all kinds of photoshoots to all kinds of businesses, and also has articles such as “hiring the best photographer in India” and “Why do you need jewellery photography?” With excellent SEO practices, a person searching “best photographer in India” or “Jewellery photography” may have chances of finding Spyne’s articles, and therefore the brand.
Let’s closely look at some reasons why you should optimize your website.
While creating content for your website and choosing who's going to be your target audience, you must always keep your goals specific. Like Google, you also intend to give your customers exactly what they need. So, when you optimize your website, you should focus on a specific target and guide your visitor to drive conversions.
Let’s consider this scenario:
Like in the above example, Spyne is a photoshoot company that has written blogs on “Photoshoots” and “Product photography.” Now, when a seller needs a photoshoot, he searches for the best fit on Google. Let’s assume he reads the “Product photography” blog from Spyne, where he subscribes to the jewellery blogs. After some time, Spyne sends a creative and compelling shoot offers as a ‘lead magnet’ to all the subscribers for jewellery shoots. The receiver realizes that Spyne has what meets his requirements, and discounts lure him to order a shoot.
So, it clearly depicts the optimization of SEO, and conversions go hand-in-hand. If you create content as per the need of your audience, you have a high chance of securing a customer.
SEO can be a lengthy process to follow, but it considerably is inexpensive than pay-per-click. And on comparing the close rate of searchers landing on your website via organic searches and paid ads, you will find organic searches closes at about 15% while paid searches close at below 2%.
Anyone can build a website but very few are able to drive reliable conversions. Across all the industries, the average conversion rate is less than 2.5%.
So, studying your audience is the first thing you need for better SEO and conversion. When a visitor comes to your website and gets what he needs, he appreciates your brand and looks forward to coming back for more information. Since you’re providing value to your costumes, in return, they trust your brand and loyalty.
1. Keyword Research
Sometime before, you could just pick up a keyword out of your choice, write a 500-word blog on it. And the next day you could find it on the first page, but that time has long gone.
SEO algorithms have changed, and so has the blog length.
You need to be very specific with the keywords you choose. Several tools can help you find all the keywords related to your business - short keywords as well as long-tail keywords. You can use SEMrush, Moz Keyword Explorer, Google Keyword Planner, and Ubersuggest to find the right set of keywords for your businesses. These tools will also help you in finding the long-tail keywords that can help you to generate quality content from the niche audience, leading to higher conversions.
Speaking to an SEO expert at Spyne, he said, while making a list of target keywords, it is necessary to have a balanced combination of both short as well as a long-tail keyword in the list. Using long-tail keywords, the website might rank for searches made by fewer users by attracting a specific audience.
You can also search the keywords that your competitors and ranking for and include those keywords in your content strategy, create comprehensive content copy, and improve your chances of ranking higher on those keywords.
2. Analyze your website data
Believe me, data is everything!
Data helps you in knowing your audience. Once you start getting traffic on your website, you can leverage data to find out how users behave when they land on your site.
User behaviour reports can help you understand the user behaviour on your website and Google Search Console data tracks key metrics like the number of unique sessions, number of sessions, bounce rate, etc.
Thoroughly study the data, observe the pattern - it will tell you about your audience. It will tell you how people are finding you. You can find out the pages that drive more traffic and conversions and replicate its construction across your pages.
3. On-page SEO
While ranking the site, Google’s algorithm takes over 200 factors into account. So there are various variables to optimize to achieve the required ranking.
On-page is the process of optimizing or improving the elements on a website that impacts the ability to rank in search results.
What makes a searcher click on your link over the other on the Search Engine Results Page (SERP)? It depends on how well you have optimization for on-page SEO. Meta Title, description, URL slugs, heading and subheadings fall under on-page SEO.
Use your target keyword in your heading, slug, and also use it at least once in your subheads. Embed your target keyword throughout your copy, subheads, representations, and alt text on images. Try using your keyword between 0.5% and 2.5% across the length of the blog. Perfectly optimized meta title and description have a good impact on the appearance of a page on SERP.
4. Off-page SEO
It is the process of optimizing your website through external channels such as social media activity, guest blogging, influencer marketing, and so on.
Creativity using external means to optimize your website will help you in improving your site’s SEO. Here are some other best off-page techniques to optimize your website for better SEO and conversions.
- Creating Sharable Content can be very crucial for a business to grow rapidly. Amazing content is the king in SEO. Use fresh ideas to create compelling and sharable content that can prompt people to share further. It is a smart way to win backlinks to your website.
- Bookmark your website on popular social bookmarking sites such as digg.com, reddit.com, tumbler.com, and so on. Bookmarking on these sites will help you gain a good amount of traffic to your website.
- Use Google My Business to create compelling visibility on Google, it will allow people to discover your business easily.
Be it backlinking or internal linking, both are the key elements in helping your website rank better. When credible sites link to yours, your ranks climb up the SERP as Google understands these links as an indicator of your website’s credibility.
Similarly, internal links are also critical for your SEO. Interlinking allows search engine spiders to easily locate the related or similar content on your site, which results in quicker indexation.
Internal links also help visitors to crawl through the relevant content, product, or service on the website. Doing this will entice the visitor to stay longer, and as a result, your site’s time and bounce rate metrics will make good progress. The more specific information your visitor finds, the higher are the chances of him getting converted.
6. Engaging content
As far as the written content is concerned, it is one of the key elements that help you to improve your site’s ranking and conversions. While producing content on any keyword, blog length plays a vital role. You need to confirm the optimum length of the blog by visiting top blogs on the SERP. What is the average length? Does it exceed 1500 words? If it does, then you should too.
It is believed that the ideal length of a blog should be 1600 words. When Google reads that your blog provides enough and desired information and visitors coming to your blog spend more time - reading the blog to the end - your site is more likely to rank higher.
7. Improve your site’s loading time
The loading time of your site’s pages is crucial and yet one of the most overlooked elements of an SEO strategy. Loading time is directly propositional to the site abandonment. When your site takes longer to load, visitors are more likely to leave the site.
Most of the users leave the website if it takes more than three seconds to load. According to a report, A 100-millisecond delay in the loading time of a site’s page can reduce conversion rates by 7%.
Optimize visuals on your website. They can considerably slow down your website. Using tools like Photoshop, you can resize the images on your website and set them to 70 dpi. Use image optimization tools to further compress the image. Similarly, you can compress optimize videos for better page speed.
Remove inactive widgets from your website to improve the page speed.
Use CDN to reduce the website’s latency (time is taken to process a searcher’s request to view your website). Content Delivery Network renders the quickest possible way to deliver content from your website to the users based on their location.
Page speed matters. Google’s Page Speed Insights will provide you with valuable information into how quickly your site loads across the devices and what are the key metrics where you need to focus and fix the page speed.
Use videos to increase visit duration
One of the most important and key factors to improve your website ranking is enticing your viewers to stay longer - and this is possible if you use creative visual content on your website. The longer your visitors stay on your website, the higher will it rank on search engines.
Shane Baker, a digital marketing consultant, explains what is a decent visit duration.
- Anything under 30 seconds is very poor
- Between 30 seconds and 120 seconds is good
- Anything above 120 seconds is excellent.
The idea behind visuals is to keep your visitors longer on the website. When their time on your site increases, it’s understood by search engines that the visitors have got what they were searching for. And there’s no doubt that videos drive more conversions than text or images.
As I said in the beginning that user behaviour reports will help you study the behaviour of the users coming to your website. Studying the data thoroughly will help in deciding what things you can do to drive more conversions and improve your SEO.
It is a non-ending process, cost-effective, and the most effective way to drive organic traffic and rank on the first page of Google. If you need any help in ranking your website on the first page of Google, then Spyne can help you in achieving your target. Explore here for more information.
Spyne has helped top businesses in improving their website ranking using expert-level SEO techniques. Click here to see the results of our clients.