Hi! In today's article, I'll tell you how to increase your website's visibility in Google search in just a few steps. You will be able to apply all the solutions yourself, even with little technical skills. So it's time to answer the question - how do you position your own website on Google?
At the outset, I must stress that this section is rather reserved for those who are trying to position their site themselves and are not working with experts in the field. Of course, I encourage everyone to read it, but if you are already working with a professional or agency, I do not recommend making any changes to the site yourself. Such actions can damage the strategy developed by those operating your site. If you have your own ideas or are interested in something that covers and someone has found your site, consult that person before making any changes. Ok, enough with the introduction and let's move on.
How we position the website ourselves - New content to start with
There are several ways to increase a website's visibility in search results. One of them, which I will start with, is new content on the website. You should know that Google likes content, so Google understands on-page content and content.
We base our positioning on so-called keywords. These are phrases and expressions that you may come across with various terms to appear at the top of the results on our website. These phrases may be related to the offers e.g. the products of the online shop, they may be the names of brands we sell, groups or categories of products or services we sell, provide, but not only, they may be phrases of the same name. -so-called long-tail, i.e. very elaborate, as well as questions such as "how do I manually position my website?".
For Google's search engine to associate our site with these phrases, it would be nice if they appeared there. Therefore, additional content, for example in the form of a blog, is a great way to broaden the reach of these keywords and link our site to more keywords. A quick note here - you should use to a problem called keyword cannibalism. This is a problem that occurs when multiple sub-pages are optimised for a particular word or keyword, and Google is confused trying to figure out which sub-page best answers the user's query. Sometimes it renders one subpage and then another, which can cause elements to jump around quickly. Don't optimise multiple subpages for the same keywords.
So the first step to increasing your site's visibility in the results is fresh content saturated with keywords of interest.
How do you choose your keywords? This is really a topic for a separate post, given the multitude of possibilities, but for now I will try to give some advice. First of all, keywords need to be searchable by internet users so that they make sense. All sorts of difficulties arise at this stage. Often the keywords we have in mind are simply impossible to search for or generate too few searches. It turns out that a different variation of the word or synonyms works much better. The first step, then, is to determine whether the keyword in question is searchable. To check this, we can use a number of tools, such as the Google Ads system's Keyword Planner, which anyone can use. It's a free tool that you just need to log in to your Google account. However, if we don't have an active campaign, we will only see search periods. There are no specific numbers. But we can also use other additional and interesting polishing tools that I recommend, i.e. SENUTO or SEMSTORM. These types of programmes usually offer a free trial period so you can test and verify the tool's performance. They have lots of useful options, such as keyword suggestions. So if you don't have many ideas, don't worry, the tools will help you.
OK, now that we know we need to choose search keywords, it's time to determine how difficult they are. I'll say right away that if you don't deal with SEO issues on a daily basis, for example professionally, then don't target very popular keywords that generate a lot of searches. Strong companies that have been actively involved in SEO for many years often have to compete with such terms and it will be difficult to break through on your own merits without experience. Instead, target the aforementioned extended long-tail keywords that generate a small number of searches, but have more searches and simply the lack of searches generated by hey terms compensates for the number of these terms. Sometimes such words can be difficult to locate, but there is a good chance that they may do something interesting in their case. It's always a good idea to check which pages show up at the top of the search results for a particular keyword you're interested in. If they are known from the big brands themselves, it can be difficult and worth looking for other terms.
In some cases, it is important not to be bothered by a low number of keyword searches. It all depends on the specifics of your industry. If you sell expensive high-end products or operate in a specific niche and have few leads, phrases that generate dozens of searches per month and are well-defined may be suitable for your business and ideal conversion. Remember that the traffic we bring to the site through SEO is for sales purposes. Without it, there is no point.
What keywords to look for? People who can sell your products and services:
- product name,
- category name,
- the name of the service offered,
- frequently asked questions (e.g. "how do I do it myself" locate my site?").
Try to reach both customers who know what they are looking for and customers who have problems, needs or just want something, but do not know specific solutions and are just trying to find them.
Once you have selected a list of keywords, try to group them into themes and assign a few or a dozen phrases to each keyword. Write content for the web pages of these groups.
Where to publish this content? Analyse your entire site, and remember that blogs are not the only solution. Product-related phrases should redirect to specific products or categories. Service-related phrases for specific services, etc. Think about content not only on the blog, but also on other pages of the site. Each term should be linked to the best position on the page that best matches it (and remember that traffic from these keywords is aimed at conversion). Don't force potential customers to find what they are interested in on your site. Let them go where they need to go immediately. You searched for adidas shoes and found your site in the search results for that phrase? Go immediately to the category subpage with shoes from that brand, rather than to the homepage with all shoes from different brands. More clicks and searches on your site = fewer sales opportunities!
The potential of keywords in website positioning
If you already have some content on your website because you have been blogging for a while, for example, or you have a lot of products in your online shop, then a good way to increase the visibility of your website is to identify words with potential, i.e. words for which your website shows up high in Google search results despite the lack of any special efforts in this direction. Such words may appear spontaneously as a result of saturating the page with content or, for example, as a 'side effect' of positioning for other keywords. They are often very valuable and it happens that we would not have thought of them at all on our own. How do you find such words? The best way is to use tools - SENUTO or SEMSTORM.
We come to the third thing that everyone should have done a long time ago. I'm talking about connectivity tools such as Google Search Console and Google Analytics. For information on how to connect your site to Google Search Console and help index our site, see my previous article. I'll talk about connecting Google Analytics in a subsequent one.
Why should these tools be installed on the website for a long time? Because they allow us to collect valuable data so that we can carry out more informed marketing activities. Google Search Console will show us the status, the state of our website, the different types of errors, enable us to submit site maps and report new URLs, make it much easier and faster to create a website. In Google Analytics, we will see what marketing activities are effective, where we get traffic from and how users behave with the site, whether they achieve our goals and we can modify and optimise them.
Firstly, friendly URLs. Ensure that sub-pages on your site have clear URLs containing keywords, not a random assemblage of letters and numbers. Let the user already know from the URL itself what to expect when they click on the link. That is, we use addresses of the type:
How do you do this? For example, if you are using WordPress, simply go to settings -> direct links and choose any of the suggested settings or create your own. But beware: changing the link structure can mess up your site a lot. If there are links leading to it from other websites, the site has a history, it is better to consult a specialist for this type of change!
Secondly, the metatag. Make sure that each sub-page has its own title and, if possible, its own description. Titles are very important and have a huge impact on SEO. You should include the most important keyword or a few keywords, but instead avoid listing keywords only after a comma, just create clear, user-friendly titles to include them naturally . You can read more about title and description in my other post where I talked about the 5 most common SEO mistakes and how to fix them. You should read that article and apply its advice to your pages.
Thirdly, structure the content of the site correctly. Try to categorise your page content well. Use paragraphs, spaces, use headings, especially and. Highlight important items with a highlighter. Put the most important keywords at the beginning of the text, preferably in the first paragraph, and also in the titles mentioned. Try to ensure that each keyword you want to rank for a particular sub-page appears multiple times in the text of that sub-page. If you can do this naturally, of course. If the text of a given subpage is very short, inserting more than one keyword there is not a good solution, as the text may become completely unreadable. And remember that text needs to be written not only for SEO, but first and foremost for people. In such cases, try expanding the text or reducing the number of keywords you want to include. Let's see how your competitors do it. Enter the keywords you're interested in, open the top pages and see how many times they weave keywords into the text and how they do it. But don't be fooled and fooled here! In SEO, we can fill in the gaps in one area by increasing activity in another. So if they're seeing a high score in a competition, even if all the fairies of heaven and earth and common sense say they shouldn't, they've probably achieved that result because other things are doing so well. . This number will not go through with you. Always try to prepare the content on your site with due diligence!
Fourthly, internal linking. Here you need a bit of knowledge to get it right. But in a basic framework, just try to link from one site to another relevant to the topic. For example, I'm writing an article about self-locating my website, and I've previously published an article on a shop locator. I can now naturally associate one entry with the other. For example, by the sentence: 'Now you know how to position your website yourself. If you want to learn more about the shop locator, please see my previous post - shop locator." Let this 'shop locator' be the link to the publication. When working on internal links, remember to sell or convert specific products, categories, brands, manufacturers (less so between articles - unless you are running a blog, not a blog) shop online),
- links between products, e.g. . on recommended, most frequently purchased or recently viewed products,
- use category descriptions to link to subcategories,
In internal links, you can (and even) should use anchor text, i.e. the keywords you want to locate the sub-pages you are linking to . Remember, however, that the first link rule is important. Google will only consider the first link to a given URL. So from an SEO point of view, there is no point in linking one post to another 5 times.
Acquiring external links to your website.
Links are one of the most important things for achieving high positions in Google. If our website is linked to by valuable links from other websites, this is a signal to Google that our website may also be valuable. Unfortunately, it is difficult to determine whether a link is valuable without having to deal with it on a daily basis. Acquiring weak, spammy links, on the other hand, is not a very good solution. Where to source them? E.g. in online forums in topics that are relevant to what you do with what your website is about; from business partners you work with; from guest articles on other people's websites, from sponsored articles you have to pay to publish. Which links to source? If you are unsure of a place, then link on the brand name, the title of a post, a sub-page or a clean URL. On your own, don't over-link on anchor text that you want to position.