By Paul Parcellin, Staff Writer
February 24, 2016
Improving your page ranking is no doubt an ongoing job if you’re an online marketer. But there are some tactics you can use that may make your efforts a little easier.
Google is thought to take into account a number of different criteria when it comes to page ranking. The search engine plays its cards close to the vest and lets the public speculate on which elements carry the most weight. But no matter which measures you try, it’s good to keep in mind that your site must always interest your visitors and provide information that they will find useful.
To find out which content is hitting the target you might want to try analyzing user interaction signals. That can range from social signals, such as how many Facebook likes you get, to usability signals, such as a business’s proximity to users, click-through rate from search results and keyword relevance to a page’s content.
It’s probably a good idea to analyze your interaction signals and then make changes according to what your analysis tells you. And remember, user experience and behavior is becoming increasingly important in page ranking.
For the record, here are a handful of interaction signals that are worth watching:
• Readable, clear content that is simple to understand and navigate.
• Information that relates to the visitor’s search query.
• Well-designed pages that provides a good user experience.
• Useful, accurate content that is valuable to your visitors.
Other criteria that is more quantifiable include a growing click-through rate, increasing engagement and conversions and improved traffic.
Here are some tactics you can try to get more SEO mileage out of your pages:
Putting numerals in you content helps draw attention to the material on the page. Number stand out against a page full of letters and they can signal a variety of ideas to your visitors – you’re presenting a short list to read, such as “5 Steps to Financial Independence,” or prices and dates.
Use your metadata to communicate clear instruction about what the visitor ought to do once he or she lands on your site. You’ll want to include your “call to action” in your metadata to get prospects to click through to your site. Fail to add it and your competitors may gain an advantage over you.
Make sure that you use short, clear, action-oriented language. It can help improve your click-through rate without taking up a lot of space.
You might want a simple call to action, such as, “Click here for more information.” Or, “Act now and save 25%.” It’s important to create a sense of urgency that will let the prospect know that a special offer will only be available for a limited time. You may even want to suggest the negative consequences of not taking immediate action, “Don’t wait, or you’ll pay more.”
Let’s say you’re running pay-per-click ads, and you’re using several versions in the same campaign. You’ve probably already got a good idea about which ad copy is bringing in the best results. Why not borrow some of the copy from that successful ad and use it in your metadata? Use those successful calls to action and unique phrasing that’s already improving your click-through rate and put it to work elsewhere.
You probably want visitors to stay on your page and engage with the content that you’re presenting. It stands to reason that the more they’re involved with your pages, the likelier it is that they will convert. To keep them reading you need to include words that will tantalize the visitor and make him or her curious about what the next paragraph will say.
Use phrases such as, “But that’s only part of the story,” “If you think you’ve heard it all, just listen to this” and “I thought I’d seen everything, but I was wrong.”
These storytelling tools help build anticipation and tickle the reader’s curiosity. It’s hard to not read what’s coming up next when you use words like those. Your readers will probably feel the same way.
When you present interesting, useful content it’s much easier to attract visitor, make them stay with your site and then perhaps convert. Clarity, ease of use and exciting content that will inform the reader as well as build anticipation are all elements that will likely improve your site’s performance.