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Improving your websites Google ranking is not a simple process so it is important to implement the right search engine optimisation (SEO) strategy. If you follow Google’s best practices which include several techniques, you will give your website the best possible chance to improve its rankings. Below are seven ways in which to do this.
1. Establish your goals
Any marketing strategy must start with the goals. What is it that you want to achieve? If these are not set out from the beginning, you are setting yourself up to fail before you have even got started. A set of detailed KPIs (key performance indicators) such as website traffic, the ranking position of your website for certain keywords is often a good place to start - you can always add more KPIs as your SEO strategy progresses.
2. Install Google Analytics
Once your KPIs and goals are set up you need a way to track them. Google Analytics is a tool that will provide you with all the statistical analysis and information you will need to be able to get the most out of your SEO strategy. Once you install the GA tracking code on your website you are good to go and you will be able to track leads and sales as well as see where your online traffic is coming from.
3. Track your users
With Google Analytics installed on your website, you will need to track what you want people to do once they land on your home page or any other page for that matter. Do you want them to sign up for something which will require them to leave their contact information or do you want them to make a purchase? Once you have this information you can set up what are called ‘goals’ which can be very helpful for tracking campaign and strategy performance.
4. Page titles & descriptions
A simple technique and one that many people overlook is to make sure that your title and descriptions are optimised. Every page on your website should be unique and it should tell Google what the page is about when it crawls your website. Keep the titles and descriptions simple and unique to the product or service page.
5. On-page content
Google loves content and the more keyword specific content you add to your website the better. Ideally, your content will focus largely on the keywords that you want to rank for organically and that are relevant to your business. Be careful not to stuff the content with repetitions of the keyword as Google can penalise you for that. The perfect way to add new content is through a blog, so make sure you have one implemented.
6. Link building
Link building is an important strategy when it comes to SEO and doing it correctly will help your website to rank. When a piece of content links from another website to yours Google will see your website as one of importance and put more of a value on it.
In the past there were many unsavory techniques for link building which these days will be punished by Google and could see your website fall in the rankings. Follow the best practices and stick to what Google calls ‘White Hat techniques’, techniques which follow Google's rules.
7. Monitor & optimise
When you implement an SEO strategy you are playing the long game. It is hard to get results to happen overnight. Over time Google will recognise the changes you are making and as such they should have an impact on your overall ranking - the best way is to optimise and test on a regular basis.