Why & How To Rank Organically
There are many ways to skin a cat, as the phrase would have it (although we would seriously advise against it). Equally, there are many ways to view – and use – Google’s ranking systems. While there are plenty of sound arguments for going the pay route, today we’re going to talk about why climbing the rankings the old-fashioned and organic way can be just as crucial to your visibility.
It’s no secret we live in an age where debate rages around the notion of authenticity; from hipsters mimicking the beards of frontiersmen to (repeated) calls for fashion magazines to scale back on their rampant Photoshop use.
All of which goes a long way to explaining the results of some research that Google conducted back in 2012, which showed that users click organic search results more often than ads. To add to that, 81% of ad impressions and 66% of ad clicks happen only when there is no associated organic search result on the first page. Basically, there are many people who only click on ads when you give them no other choice. Yet more research has shown that users may even have a bias against ads, unless they are directly relevant to their needs.
The clear take away is that there is a considerable part of your potential market that will trust your information more if they don’t feel like you’re paying for their attention. Now that we know that, how exactly do you reliably create SEO to work with Google’s ever changing algorithms to ensure your site climbs up the rankings with a fair chance of being found?
Get great (content)
With over 200 ranking parameters to consider, creating an exhaustive list would be almost impossible; but here are a few sure fire methods to get you scaling the results page. Firstly, you should define a keyword list and then check the estimated traffic for each term with Google’s handy Keyword Planner so that you can hone in on the most trafficked terms.
Next, you should optimise your page titles. Keep it under 70 characters and make sure it contains some of your researched keywords and you’ll be taking care of what Google considers to be the second-most important on-page SEO element. After your page titles are sorted, make sure your Meta descriptions are in order. Keep these at less than 150 characters and make sure they include even more keywords in a paragraph that is a concise and clear explanation of your content.
Finally, speaking of content, remember that the better it is, the better you’ll do. Great content always rises to the top and if you create the kind that gets a healthy series of link backs, Google’s algorithms will reward you.
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