27/01/2017 by Jonathan Maley
How can I get my website higher on Google?
Try paid advertising platforms
If anyone has ever told you that if you pay them they can instantly get you to the top of Google, they're wrong. It takes commitment to build your site authority, and you should try moving your website up the rankings organically, but using paid methods can help when getting started.
From Pay-Per-Click advertising to display advertising, paid marketing can be a great boost to your efforts if you're looking for relevant leads, and it can be done with a relatively low spend. Although you might not be competing with super brands such as Apple and Amazon, dipping into paid search can be a great way to make a positive impact on your search engine marketing (SEM) in the beginning.
Build links to and from your website
Links that direct customers to your website are a really effective way of getting your business found in online search rankings.
Think of links as online endorsements. For every other website, blog post and social media post that includes a link to your website, search engines see that as an endorsement, ranking you ahead of competitors that have less links. This process is called link building and is essentially a popularity contest.
The more links you have, the better. If you can get 'trusted links' from quality, well-known websites, you'll shoot up the rankings. Be careful though, link building is all about quality over quantity. A ton of links from dodgy websites can actually be harmful to your website so be careful who you're getting endorsements from.
Tags and title tags
Search engines trust websites that provide accurate metadata that says exactly what the pages are about and why their content is relevant.
Metadata in simple terms is information you provide about each page of your website. When building web pages, most website providers give you the option to input metadata for every page you have. The two most important types of metadata are tags and title tags.
If you look at the tab at the top of your browser window, you will see a title tag. This is the text that will be the main link that searchers will click on if they find your web page on a search engine. Any kind of main keywords and phrases that explain your web page, or are the most used words and phrases on your web page, should be input as tags. Always make sure your tags and title tags clearly explain what the page is about and use relevant keywords.
There's no benefit to skirting around the issue and Google won't rank you higher if you're not appropriately tagging your pages with correct titles.
Make sure you're sending your customer to the content they're looking for
What are you looking to promote? Who are you looking to engage with?
Spend some time understanding what potential customers might search to find you and then apply the search terms to your content. Being specific won't hurt your chances here. If you know your products are niche or you're confident you do something better than your competitors, use this to your advantage.
Answer questions that customers might ask. For example. if you own the only cake shop in Birmingham that delivers, you're going to want to focus on key terms such as 'local cake delivery in Birmingham', not something as broad as 'cake shop'. That could be anyone!
Add social media to your site
Adding social media links such as Facebook or Twitter to your website will help improve your ranking in searches, as long as it's fresh and populated. If you're last post was five years ago and all of your photos are outdated, don't bother adding it until you've updated.
Patience is a virtue
Ultimately, search engine dominance takes time and patience to conquer, whoever you are.
Due to the sheer volume of online content that's available now, when it comes to attracting visitors to your site it's important to understand you're in a busy market. Google alone receives more than 3.3 billion searches a day, from the simplest query of a bus timetable to complex research about the cost of fitting windows for your home.
It's vital you hit the ground running by creating the most relatable content. You need to provide the answers to people's questions. Ask yourself (and be honest!), would you choose to come back to your website? Would you honestly trust this brand? Does it offer the answers or products that people are looking for? Is it easy to use and helpful for the customer? If you can answer yes to all of these, you're on the right track.
Keep up with consumer habits
I'm sure you've started to see that traditional outbound marketing, such as prospecting and cold calling, is becoming less effective.
If you look outside your window, you'll probably notice a lot of change around you. Perhaps the streets where you grew up are less recognisable than they were twenty years ago. This is the same for marketing your business online. A lot has changed in a short space of time and can you really afford to not be found where your perfect customers are searching?
The dynamic between us as a consumer and how we make buyer decisions has drastically changed. Instead of directly focusing your website completely on the end goal, whether that's a sale or someone signing up to something, think about creating remarkable, helpful and informative content that offers answers to questions. Follow this approach and you'll find a lot more opportunities can be found in a Google search.