Google is constantly changing its search algorithm. This method keeps websites from cheating the algorithm to get a Top 4 ranking, but it can make the average SEO copywriter’s job difficult. In this blog post, we’ll be discussing 6 components that will help you increase your rank on Google while still producing quality content.
1. Site Speed
The loading speed of your site may be one of the most crucial parts of a well-optimized webpage. It doesn’t matter if you’ve got the best content with the catchiest title. If your site takes too long to load, people will abandon the site before they get a chance to engage. According to Kissmetrics, 47% of users expect a webpage to load in 2 seconds or less. Any longer than 2 seconds, and your users will back out of the page and find something else.
Faster site speed means better conversions. If you’re unsure about your site speed, you can enter your URL into a load time tool like Google PageSpeed Insights. Most site speed tools will show your page loading time on both desktop and mobile. You can improve your site speed by removing old site content or plugins. Even the smallest improvement can make a difference; every second counts.
The majority of copywriters write their headline last, brainstorming a title that is vaguely attractive and fits the bulk of their subject material. On the contrary, a headline should be the first thing you write. A well-optimized page features a headline that anchors each subject point together to explore an overall idea.
The headline is the first thing that users will read, and many readers use it to determine whether it is worth their time to continue reading. They won’t want to read your content if your headline looks like an afterthought. To increase the impact of your headline, we suggest being catchy and concise. Preferably, your headline should be 72 characters or less. Adding numbers to your title (when applicable) is an added bonus for attracting readers.
One of the ways to please the Google Gods is by producing continuously fresh content. We don’t recommend publishing every day, but you can increase website traffic by posting relevant content 2-3 times per week. This will tell Google that your page is active and worth sharing.
For content that makes both Google and your readers happy, you should be tactical with your keyword placement. Over-optimization and keyword stuffing is a red flag to Google and will likely be hidden. For best practice, we suggest including your focus keyword in the headline, introduction, and conclusion. The keyword density in your content should be at or below 5.5%. If you use WordPress, installing tools like Yoast SEO can help you keep track of keyword frequency. Above all, your keywords should read well through your text. If you’re too concerned about keyword stuffing, your text will seem fragmented and inorganic.
Above all, know your readers and the issues they experience. Your content should be something your users enjoy reading and can use as a point of reference. Producing quality content can establish brand loyalty and demonstrate your field expertise. If your content is perfectly optimized but lacks substance, you’ll likely see a drop in website traffic and click through rates.
4. Page Links
As previously mentioned, quality content is a great way to establish yourself as a trusted industry expert. Adding page links can help your readers learn more about a topic while enhancing your page optimization. Whether it be a link to a related blog post or a deep dive into a certain keyword, adding links to your webpages and other sites tells Google that you are well connected across a certain online community. Adding links to useful tools or supplemental texts will further increase your credibility and relevance. Double check that your links are active, and anchor them to relevant keywords. It is also important to periodically audit old posts, removing any dead or broken links.
5. Meta Description
A meta description is the 1-2 sentences under a website’s title tag on Google. It acts as a brief content summary and guides the search engine toward your page. A meta description consists of a subject preview, a keyword or two, and a call to action. This is the place where you tell readers, “We have the information you’re looking for. Call us!” If you use WordPress, Yoast SEO can help you create an impactful meta description for your page. Again, place your keywords so that the meta description reads well. When you develop an eye for SEO, the fragmented and keyword-stuffed efforts will become harder to ignore.
6. Title Tags
A title tag is the phrase on a Google search that links to your page. When someone searches a keyword or series of keywords, your title tag and meta description tell Google whether your page would be beneficial for the keyword query. To create an impactful title tag, we suggest keeping it between 50-60 characters.
Users tend to search with either intent to learn or intent to buy. When a user has an intent to buy, they may use specific keywords to find the right make or model of a product. For e-commerce sites, it is important to use these specific keywords to connect users with your specific products. Users who are searching for information may use less specific keywords, especially when they are unsure of the correct name of something. For sites providing information about a topic, it might be wise to use related keywords as well as your target keyword.
Overwhelmed? LaunchUX Can Help.
These six parts of a well-optimized page may not launch you to the number one spot on Google, but they can help to improve your ranking. If all the technicalities and techniques are too much to remember, LaunchUX can help. We pride ourselves in SEO and web development, delivering quality results, fast. Our team has the experience and resources you need to boost your page and connect you with potential customers. Ready to improve your online visibility? Request a free review of your website today.