Improving Your Brand’s Google Ranking

SEO, or Search Engine Optimization, is the process of improving and optimizing your website to increase organic, unpaid traffic to your website from search engines. Whether your customers use Google, Yahoo or Bing, the closer your site is to the top of the search results page, the more likely it is that your customers will see it. The more your page is seen, the more site visitors you can expect.

Graphic of a man sitting behind a laptop displaying key SEO factors.

Brands can improve their ranking in a number of ways, but let’s focus on what you can do without resorting to paid methods.

There are many unique ranking factors used by search engines, including optimized images, proper keyword usage, and a focus on user interface, like quick page speeds to reduce bounce rates. SEO best practices directly relate to your sites’ user experience. Don’t forget to remain in the mindset of your customer, and optimize the tools they use.

Quick Tips:

> Claim your Google Business page and fill it with relevant, updated information.

> Include a sitemap within your website that links to all major pages, which makes it easier for search engines to crawl your site.

> Ensure that all your site’s images and videos have alternative text descriptions, or “alt text.” Adding keywords to these descriptions will increase the likelihood of search engines finding your page – but be careful not to overdo it.

Offer valuable content to keep users on your site longer

Compelling content will boost the value of your site. You might be reluctant to reveal too much about your business to your customers for free – but this is necessary to build trust. Content can be streamlined to include SEO best practices, including proper editing, keyword usage, and audience optimization. Use a free keyword research tool to make sure your site includes proper phrasing that will match the search queries of your audience.

Make the most of your connections with backlinks

Linking to similar content throughout your site can help users visit more pages. Increasing the amount that other websites link to your site – also called “backlinks”— are one of the most heavily weighted factors considered by Google’s ranking algorithm. One way to do this is to check in with colleagues and ask them to include links to your site. However, attracting backlinks from sites that already have a high domain authority, such as news sites, can be even more valuable. Think about working elements of your media opportunities onto your website to boost backlink optimization.

Keep your site easy to use and friendly to all screens

Optimizing your site for mobile screens and tablets is key to an ideal user interface. As voice search becomes more frequent, it’s also important to use phrases that work naturally for this method of search. Use full sentences with natural phrasing that people are likely to speak into their voice assistant. It’s also worthwhile to closely incorporate your social media channels into your website, making content easy to share. This is one of the best ways to increase awareness of your brand and your chances of boosting your ranking.

Search engine optimization isn’t the dark art a lot of people make it out to be. Any small business owner can optimize their search engine ranking by following these tips to provide a seamless experience for their customers.

Looking to further to maximize your small business strategy? Check out more of our helpful content here.