A website is like a company’s showcase. It gives visibility to your products or services and attracts customers to come and meet you. However, having a website is not enough. If internet users do not find it, your business will disappear among the immensity of results that Google offers.

To take a quantitative leap in visibility. The ideal is to appear on the first page of Google results. Since it is the one that takes almost all the clicks. It is estimated that about 89% percent. Beyond this first page, visibility plummets: A few make it to the second page. But clicks on the third and beyond are practically nil.

How to Climb in the Google Ranking

Do an Audit

If your website is not well positioned, the first thing you have to do is to detect what is failing. An SEO audit will provide you with a diagnosis of your website. Telling you what things you can keep as they are, and where you should focus your efforts. A complete auditing with SEO strategy must take into account aspects related to the website itself (SEO on page). But also other external factors that may be undermining the positioning of the page.

  • Check the SEO on page: Some of the factors that you should review within the page are the presence of duplicate content, the existence of ‘title’ and ‘meta description’ tags, the ‘Alt’ tags in the images, the URLs (they must be friendly), the presence of headers (h1, h2, h3 …), internal links, web speed and adaptability of the web.
  • Check the SEO off page: An SEO audit will be able to detect if the incoming links to the web are insufficient. Even if there are any that Google considers ‘toxic’ and that is harming you.

Implement a Blog

Nurturing the web with new content can mark a before and after in its place on the internet. The benefits for SEO are diverse: A blog allows you to work on many keywords. The new content will make Google see that the site is active and improving the positioning. It will generate more organic traffic, which also pays off.

The most common types of content auditing are:

  • Editorial quality and brand: A qualitative calculation of the quality of editorial creative, as well as an assessment of the extent to which the marketing content is able to conform to and promote the brand image of the company.
  • SEO (Search engine optimization): A comprehensive study of the content of your company’s website in relation to its performance in search results.
  • Current or thematic: A study of the topics and current affairs that your digital content marketing addresses.
  • Hybrid: Combine elements from the previous audit types creating a composite one (for example, a content audit for both SEO performance and brand image consistency).

Generate Traffic

As we have seen in the previous point, a frequently updated blog gets more organic traffic, but we can also boost traffic with social networks, through newsletters or with tactics such as collaborations and comments on other blogs, which refer readers to ours. As well there are many SEO audit tools and extension which local SEO audit services provider are using mostly to generate auto traffic for a blog or website. But it will give harm to your website; it’s not a natural way to gaining traffic.

Facilitates Indexing

Indexing is a process that consists of search engines finding a web page and incorporating it into the rankings of results that they offer in response to user searches. If a web page (and the pages within it) is not indexed, search engines will not know that it exists, and neither will users, because it will not appear among the results. To facilitate indexing you can do the following:

  • Create a sitemap. Sitemaps are XML files that collect all the URLs of a website, acting for the search engine as a kind of page index. In other words, it is an up-to-date listing of URLs that allows Google to discover and index them more quickly.
  • Use robots.txt. This file allows you to block URLs, so that Google does not index them. Although it will not improve indexing per se, it does allow us to remove from the search engine index what we are not interested in, such as documents, privacy policy, etc.

The final key to climbing positions on Google is patience. Making the relevant changes to the page, feeding it with content, disseminating it, etc., takes a long time. Not to mention that the search engine can take his time to re-evaluate the site. Although improving the positioning of a web page can go a long way, it is better to do it little by little and not use shortcuts. Using techniques that try to trick the search engine to upload positions more quickly (known as ‘black hat’) will do that when Google discovers them (which it will) penalize us and make us lose visibility.

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