7 Essential Strategies for Search Engine Ranking
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By Nick Cassells
Since the world wide web first crashed on to the scene in the 1990’s, SEO experts and digital
marketers have been comparing notes, A/b testing and analyzing data to find out what really gives
websites that extra boost which has led to a stream of clear positive factors. Unfortunately, this has
also led to a hub-bub of phoney results and black hat techniques which could lead to websites being
penalized, and expensive SEO work which really leads nowhere at all.
So what are the essential factors which will determine how your business website ranks on the
world wide web?
1. Quality content and good length
It is in Google’s interest for the best websites to reach top ranking, as searchers are then
more likely to use it and its advertising facilities. Therefore, the Google algorithm includes
various pointers which suggest quality content and pick up on repetitive filler which has just
been placed to gather links.
2. Fresh content
What Google considers good content is current, up to date content. Therefore, as it sweeps
by (on average every week) it should be picking up new content. This can be created on a
business website through a news or blog area or by continually updating service pages.
3. Good links
Links from sites within your industry suggest you are a trusted site. The more links you have,
the higher the ranking is likely to be. But be careful, paying for links or placing links on dodgy
sites could have an adverse effect or even get your site penalized. See our article on creating
4. Meta tags
Meta tags are inputted in the code (or CMS). The most important tag is the meta title (this is
seen in the tab of the website) which should encapsulate what the page is all about and
include keywords. The meta description appears on the search engine pages and
encourages a click from the searcher so it should be engaging, and include relevant
keywords to the search.
5. Keywords and layout
Keywords have always been important but they should not be overdone and make any text
appear unnatural. The algorithm now picks up synonyms so rather than repeating the same
words again and again use words which have the same meaning. It is also important to use
keywords in headings, sub-headings, and in the first paragraph.
6. Mobile optimised
With the popularity of tablets and mobiles, Google now takes into consideration whether
your site is responsive enough to take into account which device it is being viewed on.
7. Social Media
Google uses indicators such as how many shares to social media your web page has – so do
not forget to include Icons to allow visitors to share and also visit your own social media
To fully understand SEO and how to increase visibility for your brand, you may consider undertaking
a professional qualification such as the Professional Diploma in Search Marketing.