In this series of posts, I’m looking at what you need to think about to get your website to the top of Google, which mainly involves improving your Search Engine Optimisation (SEO). So this article is about how to get your website on Google’s first page.
- How to get to the top of google for free
- The first steps to create a website for your small business
- Why Is SEO important for small businesses
- How to rank in Google – what is SEO and how it works
- SEO for business growth – how to structure your website
- How to get your website on Google’s first page creating relevant content
- How to find the best keywords for your website
- Website content ideas – how to create good website content
How to get your website on Google’s first page
Writing relevant content for Google may feel like a never-ending slog. Yet, we know it is vital for ranking in organic search results. That means being found for free on Google when someone searches for something related to your business.
Who wouldn’t want to be at the top of a search list and get more potential customers to their website without costing them a penny in advertising?
If this sounds too good to be true, then let me say – what it doesn’t cost you in money, it will cost you in time.
You will need to put aside a significant amount of time to create and keep creating content relevant to your business.
What is content?
I suspect the primary content areas on a WordPress website are Pages, Posts and Products (if you are running an e-commerce website).
Pages form the backbone of your website. They are the main structural elements where you find other types of content. They are made up of blocks of headers, text and images, to name a few. Each block is an area for you to store content.
Every website will generally have a Home, About, Contact and Services page with other pages peppered about, depending on the business and website. Pages form your main content areas that tell the user about your business. They tend to be reasonably static, i.e. once created, they don’t get updated much.
Posts are also known as blog posts. A blog is usually where you provide news, tips, offer and update information. Each post is like a page in its own right. It generally contains information about one specific thing relevant to your business. Again posts are made of content blocks.
Products are the specific item you are selling in an e-commerce shop. Generally, they contain images and a description of the article; again, these areas are content blocks.
As you can gather, anywhere on your website is a content block and an opportunity to tell Google about your business.
Google only looks at pages, posts, etc., where the content exceeds 300 words. So it is essential to create enough text in your content to be deemed relevant.
What makes relevant content?
Relevant is a great word. What does relevant mean? How does Google know what is relevant and what isn’t?
Google is not a mind reader. But does use some fancy techniques to assess the intention for the search using the user’s previous searches, etc. But fundamentally, the main piece of information it has, is the search term that the user has used. This is known as a keyword. Don’t think a keyword is just one word; it is generally more than one word and more likely a phrase.
To determine relevant content, Google is looking for multiple uses of the keyword, or its pseudonyms, in your content. The number of times the keyword should appear differs based on the length of your content. The key is not to overstuff the content with the keyword; the text should seem natural. The keyword should also appear in titles and the alt text on your images.
A useful WordPress plugin to use is Yoast SEO, which will do the hard work for you. You tell it the keyword you are targeting for a Page or Post, and it will tell you what you need to do to pass the green light.
When Google is looking for relevant content, it doesn’t look at your website as a whole. Instead, it looks at each page, post or product to determine whether it is relevant. In fact, more often than not, you will rank higher on Google, not for your Home page but one of your more specific pages, posts or products.
Each web page, post and product are treated independently, each with its own target keyword.
As each page is independent, it may be the only page the visitor looks at. So make sure there is enough information about your business, and it gives them a clear Call to Action on what you would like them to do next.
How do you find relevant search terms?
Finding good relevant search terms (keywords) is essential for the traffic to your site. Therefore, I have written a post explaining how to find and rank for the best keywords, which goes into the subject in more detail.
In summary, it requires you to follow these eight steps:
- Brainstorm keywords for your core products or services.
- Download keywords from Google Search Console
- Check competitor keywords
- Find good local areas to target
- Find your most profitable keywords
- Do your own Google search for the keywords to check the search results are relevant.
- Analyse your keywords
- Identify your key pages and create content
How do you easily include search terms into your content?
How many times can you say and use the same search terms (keyword) without it seeming odd to the reader?
Or maybe creating 300 words seems daunting. Can you think of what to say about your services that take 300 words?
Small business owners often struggle to get enough content on their product or service pages, which is detrimental to their SEO.
One helpful way is to use Knowledge Bases, Frequently Asked Questions or Guide sections on the page.
These content sections can be added to Pages and allow you to write in detail about a specific topic. The advantage is breaking the subject down enough to be palatable to the reader. Not only is this a great way to demonstrate your expertise in the field, but it can dramatically increase your traffic from google.
Ideally, each Page, Post or Product should be focussed around one focus keyword so that you can really work with the Google gods to make the content super relevant, rather than watered-down and trying to do too many things.
It is always better to have a page for each type of service you offer to get specific on each page rather than encapsulating all the services on one page.
Remember, Google is looking for content that deserves to be at the top, and what page is more deserving than the one that is only about the topic in question.
How do you keep your content relevant?
Everything you do on your website is for the Google gods.
Let’s not pretend that it’s your website to do with what you will. If you want your business to succeed, you need to dance to Google’s tune.
So with all your pages beautifully search engine optimised, what else is left to do?
Google doesn’t like you to stand still. It wants to see that your website is still active and relevant, so making regular updates is another thing it is looking for from you. And the easiest way to do this is to have a blog for your business.
A blog can be such an essential part of your business strategy. It allows you to create more content, show your expertise and provide value to your customers. AND it will enable you to add updates to your business website without having to re-write your main pages every six months.
If you want to find out more on how to get your website on Google’s first page or if you would like us to help improve your SEO please get in touch.