How working with your website content can help improve your Google rankings
The rapid pace of digitalisation in the world points to the need for businesses to strengthen their online presence. However, it is not enough to create a corporate website. It is essential to make it visible to many potential customers. An effective content strategy can help improve your Google rankings and attract users’ attention.
You need to follow a clear action plan to improve your search engine rankings. Google pays particular attention to content and subject matter. Sites that publish exciting and useful content to their target audience come first.
The first thing a marketer should do is choose the content’s main topic. This is the key upon which the entire content strategy is built. The main topic corresponds to the company’s business, products or services. It should also resonate with the target audience and contain an idea, a problem and its solution. The main key should appear in the page’s layout, e.g. in the URL or header.
How to broaden the themes of publications
The second step is to assign keywords that expand the understanding of the main topics. These are necessary for the ranking of web pages in Google searches. The main topic is not required to mirror the primary keyword as closely as possible. Modern Google algorithms can analyse and compare synonyms in the ranking structure.
In content optimisation, the marketer should study the target audience well. It is about thinking and using specific phrases when searching for the necessary information. This will help to choose the most accurate keywords.
There are various technical solutions for selecting keywords on a given topic. This approach significantly increases the chances of improving the site’s ranking in search engines.
Another useful tool for improving rankings is sub-topic clusters. With their help, you can reinforce the main topics and increase the visibility of publications. Content clusters are blocks of related topics published in blogs or videos. The easiest way to find such ideas for publications is to use Google’s Related Searches and People Ask Too features.
A marketer should also follow SEO principles when creating content:
- Google favours publications written in the first person;
- even distribution of keywords throughout the text, including in headlines;
- optimising images through the use of alt tags;
- improved usability and site customisation
- high page loading speed;
- the presence of internal links throughout the site.
External links also increase the visibility of pages in search engines. In addition, their presence helps to improve the site’s authority for Google’s algorithms.
Increasing the ranking can take a lot of time, but with the investment of effort, it will give the desired result. A professional should be ready to work on improving the content regularly, strictly following a plan.
