“SEO ranking” sounds a bit mysterious. But SEO (search engine optimization) is all about figuring out where your web pages rank on search engine results pages, and then improving those ranking positions. In this article, we’ll break down exactly how you can do that.
Start with keyword research
Keyword research can help identify what your customers are searching for on Google and how (and if) they’re finding you. One important thing to note: when we say “keyword”, that keyword could be any length phrase. For example, “paid social targeting methods” is one keyword.
In this above snapshot, you can see some of the search queries driving Digivizer’s traffic in December 2020. If you sort this table by Click Through Rates (CTR), you’ll get a good idea of which search terms people are actually clicking through to your website for. That tells you where you’re already succeeding in terms of optimizing your search engine rankings.
But if you want to know where to improve your SEO, then you’ll want to take a closer look at those keyword position columns.
Google search results rank individual web pages by which page has the best quality content that is most relevant to what the Google user is searching for. Other things play a factor, too – the quality and trusted authority of the overall website domain, site speed, and more. Each search engine results page has up to 10 results, which is usually a mix of ads and organic results.
Find the opportunities in keywords
When looking at keyword rankings, you’re looking at search keywords where a certain page on your website shows up at position 1, 2, and so on, on that keyword’s search results page. Any Google ranking from 1-7 will probably show up on the front page, with 8-10 being ‘maybes’ depending on ads. From 11 onwards, you’re on page 2 for that keyword, which means you’re probably not being seen.
But that doesn’t mean you give up on those keywords. Far from it!
For keywords where you’re on the front page of Google rankings, you’ll definitely want to keep that ranking. Keep doing what you’re doing for those keywords in terms of creating content and mentioning them on your website where it’s relevant. You should also keep an eye on what your competitors on page one are doing to succeed. Consider how that might play in line with your SEO strategy.
But keywords where your website is hovering around 11-20 in the rankings are opportunities.
From a quick look at where Digivizer’s web pages are ranking around 11, it’s clear that in December people were really keen on content for social media campaigns of 2020, and also how to make carousel posts and ads.
Making the most of SEO ranking opportunities
We’ve written blogs around these subjects – that’s why we’re ranking for them in the first place.
If we’d wanted to focus on these keywords and move up from 11 to a front page ranking, here’s some things we could have done to optimize the search engine rankings for these keywords:
- Revise the original blog with these SEO keywords in mind (which is called “on-page SEO”)
- Create an updated version of the blog for December 2020 (because Google likes timely, up to date content)
- Revise other blogs to link to these topics in smart ways (aka backlinking inside your own website. This helps Google figure out which pages are most important to you. It should improve your bounce rates since people might stay on your site longer reading relevant content)
- Optimize meta descriptions and URLs around this topic
- Try to achieve a “featured snippet” (the most relevant answer to a question which will be featured in a break out box on the top of the front search page)
- Claim, verify and update your Google My Business listing regularly. (Did you know you can treat it a bit like social media and add your latest business updates to it?)
If you want to take advantage of your Google search results rankings when you’re planning your 2021 content and website optimization, Digivizer’s Search Queries Driving Traffic and Position Ranking feature is a great place to start.
All you have to do is connect your Google Analytics account and make sure your Google Search Console is set up. If you need help with sorting this out, contact our support team via the bubble in the bottom left of your screen. You can also check out our ultimate guide to kickstarting your business growth in 2021.
Alternatively, book a demo with our strategists to get your personalized walkthrough of Search Queries and how to make them work for your business!