Ever wonder how your competitors appear at the top of the google search? It’s quite annoying and puts your business out of the mindset of your customer. We want to be the first business that appears in the google search, but this takes a fair bit of work.
Search engine optimisation (SEO) can account for a significant amount of sales if done correctly, however, this requires a lot of work from the businesses side to appear at the top. So let’s get started with Spotcap’s top tips for appearing at the top of the search feed.
Pay-per-click is the model that most platforms and channels use when allowing businesses to advertise on their properties. Whether it’s on a search engine or a social channel, the advertiser pays every time a user clicks on a sponsored link or ad.
On a search engine results page (SERP), you can pay for your website to appear in specific sections of the results. These paid-for ads normally appear at the top of the SERP, to the right-hand side, or within a separate ‘Shopping’ section. The major search engines make the majority of their revenue from advertising through PPC. Whether that’s through Google AdWords, Bing Ads or Yahoo Gemini.
Increasingly paid search ads are dominating SERPs and social channels and will continue to do so for the near future. This means you have to use paid search to your advantage, especially if your site is new and struggling to achieve any presence on the SERPs with your current SEO strategy. As long as you carry out sufficient and rigorous keyword research, paid search can be an effective way of increasing your revenue stream to even the most niche markets. Businesses should keep an eye on Search Engine Watch to offer insight and guidelines into their SEO undertakings.
When dealing with search engines, the term ‘relevance‘ describes the extent to which the content of a website corresponds to the search term used. The relevance of a website’s content is particularly important for search engines as it affects how high a website will appear in the search results for a given search term.
For a website to appear at the top of people’s searches, the content that you are producing needs to be relevant to the search. For example, if a potential customer is looking for plumbing products with keywords such as ‘Sydney’, ‘plumbing’ and ‘products’, websites in the Sydney local area that are selling plumbing products are likely to appear. The more relevant content you are producing for the end user, the more likely your website will appeal to the needs and relevance of the questions being asked. Using keyword research here to maximise impressions and convert to customers is very important.
Backlinks are links from outside domains that point to pages on your domain; essentially linking back from their domain to yours. To a larger degree, your backlink profile is made up of backlinks from external sites that contribute to the overall strength, relevance and diversity of your domain’s backlink profile.
The total number of backlinks can often include many links from the same referring domain or multiple referring domains. It’s common for referring domains to link back to your content if it is relevant, authoritative or useful in some way to their own domain. In an ideal world, that’s how backlinks are accumulated; unique content that other websites want to be associated with.
Generally speaking, backlinks are considered to be a vote of confidence for the content that’s being linked to on your domain from outside sources. Backlinks are important for Search Engines and users alike. From a user’s perspective, backlinks provide a way for people to find other sources of information on the same or related topics and add credibility to the product or service.
For example, if the consumer is visiting a page about the “best business loans”, they might find links out to alternative lenders, such as Spotcap, who provide unsecured business loans away from traditional finance pathways. Links create a sound consumer experience because they transfer the user directly to additionally desirable information if needed.
Increase website speed
An increase in website speed not only increases SEO prospects, but sales and conversion rates. Akamai found that 40% of users will abandon a web page if it takes more than three seconds to load. This staggering statistic highlights the importance of website speed for your business.
Amazon found this to be true, reporting increased revenue of 1% for every 100 milliseconds improvement to their site speed. And walmart a 2% increase in sales for every second improvement loading time on their website.
There are various ways a business can increase website speed. As a starting point, work on minimising HTTP requests, compress pages where possible and enable browser caching for users who frequently revisit the site to enable fast loading times.
Get a ‘Google Business’ Page
For those of you who don’t have one, create a google business page now.
A business page is one that you on the right hand side of a page that gives you the businesses details like phone number, email, address, nearest store, access to reviews and view photos all in the one small tab. This overview is a great way for a business to quickly summarise themselves into digestible piece of information for the consumer or client.
For SEO purposes, it not only increases legitimacy of your company, but also how google recognises it in their search engine. It adds credibility and makes your website an authority above other websites, allowing for you to take top spot on the search engine above your competition.
Optimise Social Media Presence
Both are organic, inbound strategies that focus on building an appealing identity that naturally attracts visitors. Since social media relies on high-quality content and a visible, strong brand presence, the efforts you spend on SEO can doubly improve your social media reach, and as most search marketers will tell you, your social media presence can greatly increase your search rankings.
Social media can also assists in keyword search for the business, spreading to a wider range of keyword functions for the user. Backlinks through social media will bolster SEO support to appear at the top of the news feed. Social media and SEO are complementary to one another in that they support each other’s main functions.
With these tips, your business should be able to get started on the next SEO project to increase your businesses potential customers. With proper utilisation of an SEO strategy, people will be able make the most of an underutilised tactic that many businesses are shifting their focus to.
Until next time,
The Spotcap team
Originally published August 31 2017 , updated August 31 2017