An Idiot’s Guide To Easily Improving Your Google Rankings

An Idiot’s Guide To Easily Improving Your Google Rankings
SHARE
THIS



As the headline suggests, in this guest post, Michael Jenkins (pictured below), director of Shout! Web Strategy, extols his wisdom on how to get your business higher up the Google rankings…

Recently I was reading this article about the growing flower delivery market, particularly boutique services like The Little Market Bunch and Posy Supply Co. One of the founders talks about her desire to get to the Holy Grail – page one of Google, curious (and quietly confident) to see how her business would fare against big guns like Roses Only and Interflora.

AAEAAQAAAAAAAAZAAAAAJDU1ZmMwMWVhLTIxMzUtNDZhZC04MTc5LWRmZGQxYTQzZTBjOA

How do I get to page one of Google is probably the most often asked questions of me and my Shout! colleagues. I’ve tried to summarise it into some simple tips – after all, us Aussies love to help the small Aussie battlers right?

Small business vs Corporates

Corporates have large SEM spends. They understand it, they get that they can measure return on spend. In some large corporates they have internal departments that handle it, or a media agency that is booking the spend, typically through programmatic buying. Keep this in mind when you’re a small team of one – or some. It can be hard to compete – think smart!

Most large businesses haven’t “got” SEO. It’s a specialist skill set and the big company’s SEO is usually as good as the agency that they employ.

Most large businesses are late adopters of SEO.

We have seen large businesses that haven’t even considered SEO in the mix. The sites often lack any traces of SEO. Often these brand’s digital agency has said that they build SEO friendly sites, however this is just a very small part of SEO.

Small brands are fast, nimble and usually specialise in a niche. Having niche content allows their businesses to push well above their weight in their space.

Things small businesses need to consider:

Nail on page optimisation. Get all the meta data on your site detailed with precision. This will help pull you up in the rankings. If you don’t know how to do it – research it! Or ask an expert for some advice.

Have an on-site content strategy. Allow landing pages to be deep with copy. Have the UX (user experiencer) geared for conversion and lay out the page copy so it’s broken into readable pieces of information as the user scrolls down the page. If you’re an e-commerce site and have category and sub category introduction texts of 150 words or more, why is this? Because search engines can’t read images unless they are labelled.

Search engine robots can better understand the context, and relevance, of a page when there is adequate text to determine that the page is the most relevant result for the term being searched. Moreover, Google weights text at the top of a page higher than text at the bottom of the page, especially when headings are placed in what’s called H1 or H2 tags. These heading tags will boost your page’s relevance for the search terms that you are optimising for.

Interlink your blog content back to key landing pages of your site to build an internal linking architecture. This internal linking architecture pushes internal page authority and lets Google know that the page you are linking to is relevant within your site hierarchy for the keyword that you are trying to rank.

Write for an industry publication. Not only will it help build your profile and credibility in the industry but once published it will be a quality link back to your website. Quality links equal great SEO.

Do strategic outreach development monthly. How? Sorry to say, but there are no shortcuts with outreach. Your best bet is to search for websites relevant to your industry, get in touch with them and ask if they would like an expert article on a relevant subject. Most site owners will know that you are after a link. The way you approach them is key, so don’t ask for a link straight up.

If they are happy for you to write the article, you can request they place a branded link within the ‘about author’ section of the article. Very few webmasters will have a problem with an ‘about author’ link. Hardly any brands do this and it will certainly make marketing managers cry when they see your rankings surge. This is a little gem that most brands don’t understand or do!

Have a social content calendar – Facebook, Instagram, Twitter – they all help! Google loves to see that you have traffic referred from lots of other domains other than there search engine. Social referrals will help trigger this ranking factor.

Getting to ‘page one’ for keywords and outranking the larger brands is still very possible. SEO comes down to two factors – Onsite SEO and Offsite SEO. When both of these are well optimised, and best practices like above are implemented, a small business can punch well above its weight through effective SEO.

Please login with linkedin to comment

Latest News

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]