How to raise your website in Search Engine rankings

Here is our tried, true, and tested advice for organically raising your website in search engine rankings.

Content is the fuel that drives your site’s searchability. It contributes to your site’s search engine ranking and demonstrates your authority and expertise in your field. Content is King. Today we will discuss why regular, relevant, media-rich content is so important and how it will organically raise you in search engine rankings. 

Hannah Raeside

Office Manager, Pod Creative

Here are a few reminders about
making a successful post:

  • Make sure your content is relevant.
  • Make sure you have a good Featured Image.
  • Make sure your post has a strong, engaging title.
  • Make sure you have an Excerpt.
  • Categorize your post.
  • Choose or create appropriate tags.
  • Check if you can link anything in the text.

myths about search engines

Before we begin the ‘how-to’ portion of this post, let’s dispel a few myths and clear up some misconceptions.

1. First off, you can’t hack the algorithm. Years ago there was a practice of putting white words on a white background on a page of your website to try and make it more searchable. This no longer works and trying to hack Google’s algorithm will get your site penalized by the search engine’s algorithm. The algorithms’ ‘spiders’ that crawl your website will recognize the attempt at circumventing the search engine algorithm and penalize your site by lowering it in the rankings. Your site can even be bumped to the second page or further in the search results depending on the severity of the penalization.

2. Secondly, search engine rankings are determined by an algorithm, not a person or a company. Employees of Google are not laughing maliciously as they lower your site in the search engine rankings. There is no human involvement, it is all code and bots. If your website is meant to be about purple cupcake recipes but on the website there is barely any mention of purple cupcake recipes, your site will not rank high or even come up when someone searches for purple cupcake recipes. Which brings us into the core of the matter. Content.

Your website needs content.

 Regular, relevant, media-rich content is the lifeblood of your site.

But what is content? Content is blog posts, updates, press releases, you name it! If your site is about your martial arts studio, blog about martial arts! Forms, dojo etiquette, ninjas, you name it. Even tips and tricks for the beginner student. Make posts about new services, clients, and events you’ve gone to. Include video tutorials or footage of a match…

What is searchable content?

Let’s break down the process of searchable content and what that means. In this example, let’s continue using the one above, that you own a Martial Arts Studio in the Comox Valley.

You have a great new website, full of photos and information on classes, prices, and other relevant information. Your customer base is solid, but you want to expand and make your studio more known, particularly online.

Right now it seems as if the only way someone finds your website is by searching for “[Tutorial Example] Martial Arts Studio, Comox Valley.” How do you change that? By creating content!

But how does content help? Because it’s searchable!

The more content you add that is relevant to your site and your business, the more ways people can find your website. If you post a blog “10 tips on buying martial arts gear for the first time,” that content is now searchable and can be found by anyone using the keywords you used in the post and on your website. The more places you share that content, such as social media platforms, and automated email campaigns, the more places for someone to see your content and bring them back to your site! 

If you started a new type of Martial Arts classes called Pretzel fighting, made a few blog posts about it, posted videos to the studio’s Youtube channel, and embedded those posts with said Youtube video(s), you’ve made a lot of searchable content that directs traffic back to your website! Now, when a parent who heard about Pretzel fighting from a friend, types Pretzel Fighting into Google, your blog posts and Youtube videos could come up, directing the searcher to your website. Now the searcher is on your website reading the blog articles you posted and watching the videos you created, curating valuable data into the Search Engine Algorithm. 

Pay extra attention to this part

The more people who come to your website and the longer they spend on your website directly relates to your website’s search engine ranking.

The algorithm(s) rank websites based on both traffic and length of stay. Websites that have visitors that spend more time on their sites are seen as authorities in their field and therefore of higher relevance. The goal is to produce content that engages your visitors for 90 seconds or more.

So, What does regular, relevant, media-rich content mean?

Regular refers to the interval in which you publish new content on your website. We usually recommend posting no less than one new piece of content every three weeks on your website. However, this does depend on the type of business. Some businesses can get away with posting a new piece of content once a month, while for other businesses in a more competitive environment we recommend posting weekly, or even twice a week. Unless your business is a very high traffic website, such as the Elegant Themes blog, we don’t recommend posting new content daily as it can lead to less engagement with your users due to the sheer volume of content.

Relevant refers to the actual content itself. Is the content relevant to your business? If your business is a martial arts studio but you are posting about gardening tips and how to grow chocolate-flavoured carrots, this will not contribute positively to your search engine ranking as the algorithm will not see this as relevant content. It will most likely lead to a higher bounce rate on your site, which will negatively impact your site’s ranking.

Media-rich refers to the addition of media to your content. This can include advanced features such as video, audio, images, infographics, and more. High-quality images that directly relate to the content add to the searchability of your website. Media, like written content, is searchable! Take note that Media-rich can also refer to the use of hyperlinks and backlinks. Hyperlinks are links that when clicked on, will take the user to another post, either on your website or to another website. Backlinking is similar to hyperlinking but with one distinct difference. It refers to specifically linking to other websites, and having those websites link back to your website.

wrapping this all up

To sum all of this up, create content and put it on your site! Make sure the content is media-rich and relevant to your business. The goal is to have more users on your website and stay longer.

How do we know this? We are experts! We’ve been in the business of Web Development, Graphic Design, and Campaign Management in the Comox Valley and beyond for over 10 years. We also provide dedicated, managed hosting, and so much more. This strategy of regular, relevant, media-rich content being posted to sites on an ongoing basis is a strategy we have stuck to for a long time because it works! We have successfully implemented this strategy on many of our clients’ websites and use it on our own.

On that personal note, Web Development is a competitive industry yet Pod Creative consistently remains among the top listings in local search results. We don’t pay for ads and barely do any advertising. Using our method works!

Do you want to know more or implement this strategy on your website?

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