When a person enters a query into a search engine, the search engine results page (SERP) appears. This page contains several types of results, including organic search and video results. Businesses compete to earn a spot in the organic search results, as the search engine uses an algorithm to determine which sites offer the most relevant results for the query entered.
Most search engine users never move past the first page of the search results. In fact, most clicks go to those sites in the top three spots. If a site falls below the top three spots, it receives less traffic. How can the site move higher in the SERPs and generate more traffic?
Benefits of Moving Up in the SERPs
Before determining how to move up in the search engine results, businesses must understand why doing so is important. Besides bringing more traffic to the site, a position in the top three spots increases the authenticity of the business. The company spends less money advertising, although it takes time for organic search engine optimization to be effective. Finally, consumers see businesses in the top spots as reputable, so they are more willing to spend money with one of these companies. What steps should a company take to improve its search engine ranking?
Google considers backlinks when determining the ranking of a site. They view these links as a sign the site contains worthwhile information, as other businesses wouldn’t want to link to it if the content is of little value. Content marketing remains one of the best ways to boost the number of backlinks on a site. When a site publishes outstanding material, other sites want to link to it. In addition, content marketing is useful because it creates lead magnets that other sites will link to.
Know which keywords users search for and move up in the search engine rankings. While a keyword may draw traffic to the site, if visitors don’t convert, it isn’t of much help. Select keywords based on the site’s domain authority and look for those with the lowest competition.
Keep the search intent in mind. When a person enters the search term “brakes near me,” they want a mechanic who can do the work, not a tutorial on how to replace the brakes themselves. Finally, use both long-tail and short-tail keywords to reach more people.
Optimize the site for search engines and their users. Many companies focus on one rather than both. While excellent content draws people in, if the page loads slowly or the user cannot easily move around the site, they will go elsewhere for the information they want. Remove broken links, fix indexing errors, and take other steps to improve the user experience. Doing so will reduce the bounce rate, which is another factor search engines take into consideration when ranking a site.
Don’t expect to see results overnight with organic search optimization methods. They work over time. However, they provide the best way to bring new traffic to the site and convert visitors. As you wait for these results to be seen, fill in the gaps with paid advertising campaigns. Doing so gets the brand before consumers and allows them to learn more about your offerings. Allow these campaigns to produce results until you move up in the SERPs. With this combination, you should see a boost in site traffic in little time.