Search engine optimization can be a dynamic digital strategy for marketing. Google can knock your business to page two, or even stop promoting your pages altogether, if you are at the top of the SERPs one day and then again the next.
It is the nature of SEO: keywords become more competitive, algorithms change, competitors reoptimize, keywords get more competitive, and content becomes old.
SEO can be proactive and help you navigate the ever-changing landscape of search.
These five SEO techniques will ensure your business stays ahead of your competitors in the SERPs.
1. Invest in quality content
Google’s north star, despite the ever-changing landscape of search, has remained the same: To provide high-quality, authoritative, and high-performing content for users.
The goal is to provide the best value to users.
Take a look at the content already ranking on page 1. These quality signals can be used to guide your content creation.
Be open to new ideas and make use of your industry knowledge. Google doesn’t just look at the page’s content, but also at expert authorship.
Avoid fluff and aim for greater topical depth. Longer content does not impact ranking, but there is a strong correlation between longer articles and higher positions.
2. Always optimize
Site owners often make the common mistake of focusing only on SEO when they first set up their website, or publish content. Google wants site owners to take care of their websites.
Google will rank your website higher if you regularly update content and publish new blogs.
3. Study intent
Google has worked since the beginning to understand search intent. Searchers will not find your content if it does not match the search intent. Some keywords indicate a particular search intent.
This SEO practice will not only improve keyword rankings but can also improve conversion rates for organic clicks. To convert more visitors to buyers, you can use conversion rate optimization (CRO).
4. Link building should be a key part of your marketing strategy
Google’s primary method of understanding the authority of web pages, and whether to promote them, has been backlinks.
The reason top web pages remain at the top of SERPs for so many years is that they have built up a lot of PageRank through links from other websites.
While your business cannot influence whether another website links directly to it, there are still ways you can proactively seek out backlink opportunities for your site and build offsite signals. These are some great links building methods:
- Listing in online directories
- Guest blogging
- You can outsource your link building
Link building outreach is an important part of marketing and public relations. Quality Guest Post will bring benefits to all your pages and improve your SEO performance in the future.
5. Your SEO metrics can be leveraged
Your website’s search metrics can be compared to your health vitals. Tracking keywords and other search metrics can help you assess the health of your website.
Organic clicks are the ultimate goal in search engine optimization. However, there are other performance metrics that your business should track:
- Total keywords
- Position in the rank
- Site authority
These SEO essentials are crucial to achieving organic rankings quickly and maintaining top positions for years.
Google rewards proactive SEO practices
Google appreciates site owners taking the time to improve their page experience and content, and improving it for users.
This also means sustainable, scalable, and long-lasting growth for your business that will help you maintain your content’s position in the SERPs.