Google changes its algorithms more than three thousand times a year. What does that mean for your website? In order for you to keep up with the continuous development of Google’s algorithms you need to be continuously updating and tweaking your SEO techniques.
Danny Sullivan, the Public Liaison for Search at Google wrote:‘Our search algorithms are complex math equations that rely on hundreds of variables, and last year alone, we made more than 3,200 changes to our search systems. Some of these were visible launches of new features, while many others were regular updates meant to keep our results relevant as content on the web changes. And some are also improvements based on issues we identified, either via public reports or our own ongoing quality evaluations. Unlike with Search features where we are able to quickly correct issues that violate our policies, sometimes identifying the root cause of ranking issues can take time, and improvements may not happen immediately. But as we have been for more than 20 years, we are always committed to identifying these challenges and working to make Search better.’
How do I begin improving my SEO rankings?
- Make improvements with A/B Split Testing
You should be making constant changes to your website based on conclusions and findings you draw from A/B split testing. The only issue with this technique is that it can be quite time-consuming.
Expertise, Authority, and Trustworthiness (E.A.T)
Google is no longer interested in ranking so-called ‘good’ content because content that ranks high could be inaccurate and detrimental to the searcher.
For example, someone who offers exercising tutorials on their website may have all the necessary components to rank high on Google’s SERPs (Search Engine Results Pages) but the content could be inaccurate. This could then pose a potential threat to anyone who follows the advice given on the tutorial.
In terms of SEO, financial and health websites come under Google’s scrutiny because the content and information provided could be imprecise, so Google is trying to encourage websites and companies to demonstrate an accurate level of expertise, authority and trustworthiness (E.A.T).
How can I improve my E.A.T rankings?
- By guest posting on popular websites, you could boost your companies brand awareness in the long term.
- Applying for awards can be a great way of increasing public recognition and help build a good Google E.A.T reputation as a source of reliable and relevant content.
- Author biography descriptors can be a simple yet effective way of building a good reputation for your website.
Focus on creating relevant content
Relevant content is an important driver of SEO rankings. Relevant content is what draws traffic to websites which improves ROI.
Keywords are another important aspect of search engine optimization. Repeating the keyword phrase throughout the content helps Google to identify the targeted keyword and keeps the reader engaged.
You could also use different fonts or heading tags to highlight the keywords but when it comes to this technique less it more. What I mean by this is that your main purpose when writing any piece of content should be to create relevant and easy-to-read copy that readers can engage effortlessly with.
According to Ryte Wiki:
‘The meta title of a web page is the title of the HTML document. The page title is a mandatory element in HTML and is noted in the header area of the document. Alternative designations of the meta title are title tag, page title or simply title. The addition “meta” is theoretically wrong, because it is not a meta specification in the actual sense. In practice, however, the title is counted as a meta-data in the header of a web page.’
Title metadata is displayed on search engine result pages with a description of what your site is about.
Create engaging links
Having relevant links sprinkled within the text is a great way to improve SEO. Rather than including simple ‘click here’ links it could be much more beneficial to use links that are rich in keywords. Descriptive links help increase the relevance of your content and makes it much more user-friendly.
When including images and videos always make sure to add alt tags or as they are commonly known ‘alternative text descriptors’. Alt tags give search engines the ability to find your website based on the descriptions you provide.
Whether you have been working on SEO for years or are just starting out, there is always work to be done when it comes to search engine optimization.
As we have already mentioned Google is in a constant state of change so with the new developments and innovations in technology the world of SEO marketing also needs to follow the changes and adapt to the updates.