Welcome to Part 2 in this SEO presentation. If you missed SEO is NOT Dead in 2019 – Part 1 please click the link. As this second part is a direct continuation of the first part.
Do whatever it takes to keep people on your site for as long as possible.
Bounce rate is the name of the game these days. Google sees its users as its customers. That line of thinking makes sense since the bulk of their money is made showing advertising in search results. If the people who use their search engine aren’t happy, they will go elsewhere. This has been Google’s thought process since day one and it’s what drives them to perfect their search results consistently. The results are a product, and they treat them as such.
The length of time people spend on your page is important to Google. They already know how much time people are spending consuming your competitor’s content. They will judge the amount of time spent on your site and compare it to the competition. The importance of people staying on your website can’t be overstated. You need to keep them glued for as long as possible to keep Google happy.
Video is a great tool to lower your Bounce Rate.
It’s even better if you host the video on YouTube. You may receive a little traffic from YouTube if you include a link to your article in the video’s description box. Another great thing about YouTube is they host the video and pay all the costs. Video can be costly to host and can also slow your site down quite a bit. Videos hosted on YouTube are both fast and free. Google owns YouTube, and no one knows for sure if people who host their videos there receive a bump in the rankings. But, it’s safe to say that YouTube is the best route to go to host the videos for your site.
Social share buttons are a nice touch.
It never hurts to make your content easy to be shared by the people visiting your site. There’s some debate as to how much weight Google puts on social sharing. The reason you make your content easily sharable has less to do with SEO and more about traffic. It’s highly unlikely that social shares have much weight when it comes to ranking. If you spend too much time worrying about social signals, you risk not paying attention to the things that matter most. Put the social share buttons on your site, but don’t think they’re going to have much if any, SEO impact.
Now let’s turn our attention to on-site SEO, What is on-site SEO?
On-site SEO means optimizing your site for search engines. Up until this point, we talked about the design of your website and the content of it. Now, we’re going to turn to the code of your site. Don’t worry; we’re not going to get overly complicated. If you’re using WordPress, then almost all of the work has already been done for you. WordPress has been created from the ground up with SEO in mind. You can build and rank a site without any plugins or a fancy design. It would’ve taken you countless hours back in the day to code a website that ranks the way a WordPress blog does.
Make sure to have short URLs with your keywords in them.
If you’re using WordPress, your page title can be different than the URL. You don’t want your URL to look like domain.com/ten-best-needles-for-2020-that-should-be-in-every-sewing-basket-should-have-in-it. Instead, make your URL something like domain.com/best-sewing-needles-2020 or something like that. Keep it short and sweet. Google does look at the URL, and it is one of the ranking factors. Though, don’t stuff it with too many keywords thinking that you’ll rank for a ton of them. Try to keep just one keyword if possible, in the URL.
Link internally to relevant content.
We’re going to spend just a little bit longer talking about this than we have the other topics. Your site needs to have what’s referred to as pillar content. This is content that is longer and more informative than the rest. It might be an article that’s 2,000 words long or up to 5,000. The point is, this is content that is longer and took more time to produce. This is the type of content users in a specific niche tend to prefer as it covers all of the bases thoroughly. Not all of the content on your site needs to be as long or as thorough.
Create pillar content with the intent on linking internally to it.
People are always concerned about backlinks from other sites. They never realize that the internal links on their pages also acts as a backlink in the eyes of Google. You want to make sure that you internally link to your pillar content in other posts. How many times you should link to it is up for debate. There is no general rule, but if you have several hundred posts, then you can probably get away with linking to your pillar content five or more times. The key thing to remember is that your linking to it must be relevant to your post. If it isn’t, Google will see this as spammy.
Select the right keywords for your anchor text.
This is another one of those areas that you have control over. You can choose the anchor text that you use to link to the page. You want it to be for a low competition keyword that you can rank for. This will count as a backlink, and Google will rank the page while keeping the anchor text in mind. It does play a role in ranking, but it’s just one of many. It’s a white hat way of helping your pages rank in Google without having to do anything to break the rules.
A few final thoughts.
We’d like to leave you with a few final thoughts that weren’t covered above. You must understand that SEO takes months, and sometimes, years. There is no way to speed up the process. It takes time for a site to gain authority in Google. You may find some shortcuts along the way, but they can do far more harm than good. You’re in this for the long haul and risking your income on short term gains is a big mistake. A business must be built upon solid ground, or it’ll collapse.
You should also view each page of your site almost as a unique site in itself. Sure, the pages will gain some authority from the domain that it’s on. But, more often than not, Google is now ranking pages more than sites. The reason behind this is that Google wants to send people directly to the content that addresses their needs. It’s no longer good enough to send them to a site that somewhat is what they’re looking for. Google wants to send people to the exact place where their search query is best addressed.
If you need help with SEO for your website then check out our new course – The SEO Masterclass. In this course you will learn:
- How to optimise your website for Google
- How to rank on mobile search
- How to attract free traffic to any website
- How to analyse your competition and find their weaknesses
- How to improve your website’s ranking on Google
- How to boost your credibility and authority
- How to find & rank the most profitable keywords for your business
- Case studies and lots more!