Tips to Boost Your Business’s Website Rank

organic click through rates

No one creates a website just to have one. Everyone who runs a website hopes that one day their site will appear on the first page of Google’s search results. Do you want to boost your business’s website rank? Of course, you do. As you can see below, organic search (traffic visiting your website based on a user’s search query) represents the largest amount of traffic to your site regardless of industry. Organic search is especially important for business services, based on this graphic. And, while social media gets a lot of attention, it’s better suited for awareness campaigns rather than driving traffic to your site. In this post, I share my top tips to help boost your website’s rank and get more traffic to your website.

traffic sources
Image courtesy of Search Engine Land

You’ve probably heard the joke that the best place to hide something you don’t want people to find is on the second page of Google. This is especially true given that only 0.63% of Google searchers click on a result from page two, rendering sites on the second page practically invisible. Of course, you need visitors to your website if you hope to reach your market goals, so being invisible is a bad thing.

Improving your business’s website rank

Getting your website to Google’s first page (and near the top of the first page) is the goal for every piece of content you write on your website. One of the biggest factors in your business’s website rank is search engine optimization (SEO), an ever-evolving method of enhancing your website’s visibility in organic search results. Let’s take a step back to see how rank is calculated.

SEO

Let’s start with creating a piece of content for your website. A tiny piece of JavaScript called a spider crawls the internet just looking for new content. It finds your content, uses the specified keywords (actually a keyword phrase that seems to get longer all the time) to categorize your content, then applies a proprietary algorithm to determine where that content ranks. When a user enters a query, the search engine looks through its database for content that used similar keywords and builds results pages (SERPs) placing the content that satisfied the query in rank order. As you can see below, the user then chooses links to click, with more users choosing content that ranks at the top of the first page of SERPs.

business's website rank
Image courtesy of Backlinko

The algorithm used by each search engine is slightly different and, since none are published, SEO experts play what-if games to sleuth out the factors that carry the most weight in the algorithm as a guide for website owners interested in ranking at the top. Since Google accounts for the lion’s share of search, we’ll use this algorithm to provide advice on how to improve your business’s website rank.

Google’s ultimate goal is to make all of the world’s information easily accessible and ease the burden on users by delivering the best search results at the top of the SERPs rather than making the website owner’s life miserable (although this is often a by-product of SEO). Hence, regardless of anything else you do when creating content, focus on your target market and create the highest quality content possible on a routine basis. Creating quality content on a consistent basis is the most impactful strategy to use if you want to increase your business’s website rank.

In this post, we go further by exploring four additional SEO strategies that can boost your site’s ranking on Google.

Invest in SEO hosting

If you want strategies to improve your search engine rankings, SEO hosting offers a good place to start because the company owners focus their decisions on those most likely to improve your search rank. In effect, a host is a company with massive buildings full of servers connected to the internet that house the content for your website.

SEO hosting is a form of web hosting service that is designed to help you boost your website’s organic traffic and search engine rankings. Opting for SEO hosting services gives you access to a range of IP addresses, allowing you to create several sites that all link back to your main one. This gives the impression that links come from various locations throughout the globe, which improves your website’s authority and consequently its ranking in search engines.

Be sure to conduct thorough research to find the best SEO hosting provider for your specific needs. For best results, make sure they offer features such as dedicated IPs, private nameservers, and 99.9% uptime, among other things as these factors greatly impact your rank.

Improve page load speed

Web page load speed is crucial, so make sure you prioritize it in building and maintaining your website. According to research, 40% of website users abandon a page that takes longer than three seconds to load, and 47% of them expect web pages to load in two seconds or less. With so many other options available online, customers are less likely to wait around for a sluggish website and are more likely to just click away to a competitor’s site. The situation is most dire when it comes to mobile search. So if your web pages take a long time to load look for ways to improve load speed. Google offers a free tool to assess how long it takes to load each page of your website so you can work on solutions to speed things up. 

Since images are big files, effective image handling is a great place to start when it comes to speeding up your website. Use a plugin to cache and lazy load your images if you want things to speed up. Also, embed video from another storage site, such as YouTube, to help your load speed.

Google considers bounce rate (the rate of visitors who only access a single page of your website) as a negative factor in your page’s rank. If visitors to your site quickly abandon it, it’s likely because it doesn’t include anything they find particularly interesting or valuable. The spider takes this as a quality signal (along with engagement on social media and the number of backlinks to the content) since it isn’t capable of judging quality based on the content alone. Unoptimized photos, for example, may significantly increase page load times, and this is something you want to avoid if your site contains any sort of important content. Offer internal links in your content to other web pages on your site and use a plugin to provide suggested posts at the end of your web page to entice visitors to visit more pages.

Simple and effective site structure

Website architecture and design have a major impact on search engine optimization. Everything from the colors to the page transitions and navigation determines usability for visitors. To avoid confusing visitors upon arrival, your website’s color scheme should match the colors of your brand. This, along with other factors, contributes to how users evaluate the site overall. Make sure your website’s pages are organized so that visitors can easily navigate from one section to another to create a great user experience.

user experience

It shouldn’t take more than two or three clicks to navigate to a different page on the same website from anywhere else on the site. Make sure your website is constantly optimized to provide your visitors with the greatest experience possible by making any necessary adjustments.

Mobile-friendliness

Research shows that mobile devices account for 63% of all visits from search engines. This is likely due to the portability and accessibility of mobile devices, as well as our addiction to the devices as a way to fill useless time, like waiting in line.

As a company owner, it is realistic to assume that the majority of your new and current consumers will visit your website through a mobile device, but you can easily check the accuracy of this statement by viewing your website data through Google Analytics. Most web developers and designers choose a mobile-first strategy by designing for the smaller screen. If your website looks great on mobile, it likely looks great on a computer (laptop, desktop, or tablet). Producing two different sites, one for mobile and one for computer will now incur a penalty from search engines and negatively impact your rank.

Mobile web design is about more than just how your pages look, however. You need to consider what information mobile users want to see (such as your address and phone number) and make it super easy for them to find this information.

Google’s mobile-friendly test can determine whether your site is mobile-friendly. Just enter your URL into the free tool to get a quick and easy result from this test.

Final thoughts

Having a high Google page rank will make you more visible to individuals who are looking for what you provide, increasing the likelihood that they will visit your site. The actionable steps listed above are proven ways to boost your business website’s ranking. Of course, you can’t expect results overnight, but it is worthwhile for the long term. Put these recommendations into action now and watch your website rank rise.

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