Reaching the top of Google’s search results isn’t easy. The process is a marathon rather than a sprint, but there are many things you can do to give yourself an edge.
Optimise your page for crawlers and real people
Google’s crawlers (the algorithms that search and catalogue web pages) like to know what they are looking at when it comes to a website, and so do your actual users. Aim for an average of around 300 words on a page and break text up into small paragraphs. Strive for shorter sentences that are easy to read and understand, and make sure images have alt text descriptions.
Use keywords effectively
Treat keywords like herbs in a recipe; add enough to create a clear flavour but not so much that it overwhelms everything. Use a keyword two to three times in the text and in a subheading.
Make it relevant to your audience
The top thing people want when they click on a link is relevant content. If they click on a link looking for web development services in London and find you’re a shoemaker based in Norfolk, they’re going to click back straight away. That’s going to affect your bounce rate and penalize you in the rankings.
Create A/B Split tests of pages
Google can help you create two different versions of the same page and randomly split visitors between the two. This way, you can work out which is the most engaging version of your page. The more engaging it is, the higher Google ranks it.
Don’t neglect your metadata
You control the headline and descriptive text about your page that appears when it’s shown on Google. Make sure your metadata head and description fields are selling your page.
Get good-quality links
Google assigns websites reputational scores. Getting links from good sites bestows some of that benefit on to you. A link from the BBC is far more valuable than one from a blog that hasn’t been updated in two years. If you’re not sure how to make inroads, it’s worth seeking advice from web development services in London.
Keep it fresh
Set a schedule to refresh your page content regularly. Even if the information hasn’t changed, you can probably write it in a more engaging way.