Now, that’s a million-dollar question. The truth is, there isn’t a one-size-fits-all solution for getting your website to rank on page one of search results; it’s a combination of things called SEO. SEO is a strategy and process for making modifications to certain parts of your website, building citations, and managing your Google My Business, over time, to impact your website’s performance in organic search results. In other words, search engine optimization is doing what it takes to meet the search engines’ requirements to steadily increase the quantity and quality of traffic to your website.
To optimize your website effectively for search engines, it requires understanding search engine algorithms and making sure your website includes all the on-page and on-site details needed so your website gets crawled, indexed, and stays relevant with the search engines.
At first glance, these types of individual updates - link building, citation building, content development, increasing your digital footprint and reach- can seem easy to do. But together, when done with purpose, they send the right signals to the search engines for making your website and its content the best choice to recommend in search results. It takes a deep understanding of how search engines, like Google, work and the hundreds of factors used in their algorithms to crawl, index and rank the pages on your website. It takes an experienced SEO strategist like the ones at HLM to plan and execute a strategy that keeps your business in front of those most important to its success- search engines and potential customers.
What Can You Do to Help Improve Your Site’s Overall Performance?
As your preferred SEO company, we do a lot to improve your ranking including publishing, updating, and optimizing content relevant to your topic clusters, writing the metadata and link building. But there are things that you, the business owner, can do to improve your website's performance that we can’t do on your behalf.
Google has made several changes to their algorithms lately, but the big takeaway is that when it comes to your website’s page quality, Google is placing E-A-T among the top 3 considerations. As Google transforms from a “search engine” to a “recommendation engine” it will use Expertise, Authority, and Trust to determine how valuable the information on your website is to the person performing the search. We help you meet Google’s guidelines, both site-wide and page-wide, but there are some things you, the business owner, can do to assist us. Building more E-A-T into your website will not only help SEO it will also help keep your visitors engaged and ultimately lead to more conversions.
Here are some things you can do to feed Google's E-A-T criteria and help us increase your website’s quality rating:
Create Video Content:
With a clearly defined purpose, original videos can be a powerful piece of content that will influence search engines and positively affect your overall SEO strategy.
Publish Original Blogs:
Original blogs (not re-posts of other people’s content) will not only help you keep fresh content on your website it will also help you build trust and authority for your brand.
Social Media Activities:
Links to relevant content on your social media sites help search engines understand your website, helps influences the topic clusters and keywords combinations that are relevant to your business.
Register with the Better Business Bureau:
Trust seals are a great way to establish credibility for your brand or service. BBB, Angie’s List, and Industry Certifications are all great to showcase on your website.
Build Your Online Reputation:
Get 5-Star Reviews on 3rd party review platforms like Google My Business, Yelp, and Facebook, etc. The better your reputation online, the more your brand demonstrates expertise, authority, trust to search engines and potential customers.
Whether you’ve been recognized for your work or your workplace, your website is the perfect place to showcase your awards and accolades.
Use Real Photos:
People want to know who they’re working with. When used on your About Us page and throughout your website, real photos (even imperfect ones) will help legitimize your business and ultimately increase trust with your visitors.
Have a Legit Guarantee:
A clearly articulated guarantee of work can provide instant trust and credibility, which will lead to more conversions.
When it comes to optimizing your website for search engines and conversions, let HLM do the heavy lifting. We have an entire team of SEO, content, and analytics experts who understand your business and how to make digital marketing work for you. Contact us today to talk about our SEO program and getting more E-A-T into your website.