If you are like most business owners or marketers, then you are always thinking about SEO and how to increase your visibility on Google. So do we here at SnellMedia. Our team has been working with SEO for a long time, and we have both the expertise and experience to improve the organic Google ranking of your top-tier B2B company and fast-track your visibility on Google Search in 2021. In a cross-functional omnichannel environment, our expert team addresses the unique needs of your business.
Ranking on Google is a major opportunity for businesses to expose their unique brand and increase high-value traffic towards their sites. Yet considering the volumes of novel content and new interpretations of existing content that are posted every single day, you’re up against a lot of competition. So how can you reach and capture users’ interests, and get them to click on your specific content rather than other links in the search results?
At SnellMedia, we have worked with B2B businesses in various industries, all of which have undergone great digital marketing transformations. One of the main actions we focus on is getting the organic ranking up and running, and maximising our clients’ visibility. Our approach incorporates the 7 quick and easy tips shared below.
To rank organically on Google, you should focus on readable, fact-based content which loads quickly, satisfies E.A.T (expertise, authoritativeness, and trustworthiness), and captures generic and long tail keywords in your niche.
In this post, we cover 7 quick & easy tips on how to increase your visibility on Google - insights that we’ve tried and tested over many years as a marketing agency.
In the hope that content will eventually rank organically on Google, we often see B2B businesses create tons of written material, optimising it, publishing it, and sharing it on social media. They are hoping that the sheer volume of content will be highly visible and drive traffic to their website. However, the results are pretty grim for most marketers and small business owners: only 9.37% of content gets any traffic from Google. Ouch!
There is so much bad or out-dated SEO advice out there, and most of it will not help you generate any traffic at all. You are here because you want the truth about generating traffic from Google, and here it is: there are no shortcuts! It takes planning, effort, and patience - and most of all, it takes quality. More than that, we are seeing that it takes great consistency and cohesion across all your content channels and other platforms to build a great, far-reaching organic traffic strategy.
The most common piece of SEO advice you will hear (which is true) is that you must always create great content: content that becomes the ultimate resource for your readers, solving their problems or giving them the knowledge they are searching for. Being the provider of great problem-solving content insinuates that your brand is trustworthy and reliable. That’s what will bring you sales.
In the following sections, we’re covering some easy and proven SEO tips that'll help you rank higher and faster in Google’s organic search results. Are you ready for the challenge?
When users are searching for something on Google, they are usually looking for information or trying to solve a specific problem. The blog or page title gives searchers a quick overview of what the article will be about. In many ways, it's like a teaser or trailer. Since your titles are the first thing any reader will see when they are searching on Google, it’s crucial that they reflect helpfulness and pique interest.
Based on the titles, the user decides which article to click. If the title and meta description match the intention of their search, they will choose that particular page. So, the goal of your title should be to entice users to click and engage with the content you’ve provided.
The more compelling your title, the more likely it is that the user will click on your particular article and read it, rather than the other options presented to them in the search results. When looking for information or trying to solve a problem, people like and prefer images and illustrations. The old adage that “a picture is worth a thousand words” is definitely true, which explains why videos, illustrations, and infographics are so popular today. Impactful, unique imagery will alert Google to the greater value of your content, making it more likely to be bumped up in the list of search results.
To maximise your position in the search results and generate a higher click-through rate (CTR), add these phrases or a similar variation to your title:
Doing so offers many benefits. For one, your title automatically stands out amongst the other search results. It shows the user that they can solve their problem by reading your content compared to others, meaning that they are more likely to click on your post.
Here's a good example from the team at Improve Photography. They rank #1 for the keyword "yn560 IV manual”. Using this technique, they have managed to rank even higher than the actual manufacturer of that specific product.
If you publish guides and educational articles, then use this technique to increase the CTR for those articles. Also, this is one of your most important tasks not to silo. At SnellMedia, our SEO, design, and content management departments unite to build meaningful titles.
If you have a new website it can be hard to compete for keywords in your industry. In many cases, your competitors or larger brands (with huge SEO and content budgets) might already be dominating the search results for those keywords. What’s more, you might not have the domain authority or backlinks to get the ranking for those keywords.
Trying to rank for these keywords is a tough task, and it will likely take you months if not years to reach the top of the search results. For example, the keyword "Instagram marketing" has a search volume of around 4000 and a keyword difficulty of 37. It might therefore take a lot of time and effort to outrank some of the articles that show up in the search results.
Instead of starting off with keywords with high search volumes and keyword difficulty, focus on alternatives with a smaller search volume, but in the same industry. This is a simpler and faster way to get those quick wins. For example, the keyword "Instagram marketing tips" has a search volume of 653 and a keyword difficulty of 11, which is already a vast improvement.
Creating content for long-tail and specific keywords can help you to capture traffic and gain quick wins to grow your traffic. If you need help building a frame of valuable keywords, you can leverage paid tools like Ahrefs, SEMRush, or Wordstream to find long-tail keyword ideas or, better yet, get the best keywords for free using Google Search. With the help of omnichannel-based marketing agencies like SnellMedia, wins from other campaigns (say PPC) can help you identify more valuable keywords to apply in your SEO campaign.
A great insight we want to share with you is that there are opportunities found both in the technical side of keyword research and the prolific side of search intent research. We will get back to this in a minute.
So far, we've discussed how users search for new information on Google or are seeking to solve a particular problem, and how you address their behaviors to get quick SERP wins.
Typically, users want to find relevant, useful, and up-to-date information that they can easily apply to their lives or businesses. However, most webmasters and marketers find that their older articles tend to rank higher than those recently published. According to a study by Ahref, it takes an average of 6-12 months to rank on Google. As such, it’s quite normal to see your older content outperforming your latest material.
Since your older articles are more likely to perform well on Google, the readers that come to your website are engaging with the older material. So, displaying the original publish dates in the search results can potentially impact your CTR and SEO results negatively.
When a user sees multiple results on the SERP for the same topic, which do you think they are most likely to click on? An article published recently, or one dated four years ago? You guessed right: they tend to click on the one with the most recent publish date.
In this example, we searched for “Google Algorithm”, and the search results display a few good options from authority websites. Most of them do not display any dates at all. However, one article was published in September 2017.
We bet most users have a similar mindset and want the most up-to-date information on topics. As a result, they are more likely to click on the articles published recently. If no dates are displayed, then they will click on the articles that best match their search intent.
ShoutmeLoud published a case study where they experimented with removing the publish dates from their search results. They had done this unintentionally, but when they added the dates again, they noticed a 40% drop in traffic and lost rankings for 101 keywords. So while this insight might seem like a small difference, it makes a huge impact.
The simplest way to fix this is by installing a WordPress plugin — WPOldPostDate Remover. The plugin allows you to choose the point from when you don't want the dates to be displayed. Our recommendation is that you hide dates for any content older than 365 days.
Even though Google dominates the search landscape (87.35% market share), its algorithm is far from perfect. That’s something all of us can wholeheartedly agree on, right?
When searching for broad or generic keywords (or topics), you will notice that the results vary and that Google displays a wider result. Sometimes the results are not even relevant to your search query. To make an example of this we did a search on the topic “Is Google PageSpeed reliable”.
As you can see below, 3 out of 5 results do not directly answer our question. Instead, they show articles that mention or discuss other aspects of Google PageSpeed.
Of course, Google is trying to rectify and improve this with its BERT update. Its goal is to make the actual search results match the user intent. Google has started applying BERT to 10-20% of search results, and over time will expand to most search queries.
But in the meantime, you have an opportunity to capture more users.
Notice how in the example above, Neil Patel, Moz, and Smart Insights have all managed to show up in the search results. While their content isn’t addressing the query, there’s a good chance that users will be interested in reading these articles (that’s why they are also showing up on this page). This is a smart strategy that you can use too.
With this ‘buffet title’ strategy, you can compete for generic keywords and publish broader topics to bring to the buffet mix. Instead of a topic like “Is Google PageSpeed reliable,” your buffet title could be “Google Page Insights Explanation, Tips, Examples”. This will help you capture more users than just those who are searching for a specific question.
The more keywords you can capture, the better. However, make sure that your actual content also matches the title. You always have to deliver value with your content. Otherwise, you will turn away a lot of visitors and increase your bounce rate, which is definitely not good for SEO.
One of the most common pieces of SEO advice you will have heard in the last few years is surely about creating and publishing long-form articles (3500 to 10000 words).
A sufficient number of studies have been conducted to confirm that articles over 2000 words tend to perform better than their shorter counterparts. Additionally, longer actionable guides and case studies tend to attract more visitors. They also help to build trust with your audience and prove to them that your website is the ultimate authority in your niche.
SEO experts like Brian Dean, Neil Patel, and Moz have done a great job of publishing long-form guides and have thus become reliable authority sources in their industry. However, one of the significant shortcomings of long-form posts is that they are not always easy to read (especially on mobile). More to that, long-form articles can affect your page load time. Longer page load times negatively impact your readability, potential SEO rankings, and conversions. According to Google, page speed is a really significant ranking factor.
So, how do you create long-form posts without sacrificing readability and load time? And how do you keep your readers happy while maintaining a positive user experience? The solution is simple; convert those long-form posts into multiple pages. This makes them easier to load, and also makes it easier for the reader to consume the content.
Here’s an example from Typeform. They created a long-form guide about brand awareness, and as can be seen, it is a lengthy guide with an estimated read time of 44 minutes. Typeform created and displayed shortcuts (i.e. a table of contents) that make it easy for users to browse, click, and read. They’ve made it simple to consume this content even though it’s very in-depth.
You’ll notice similar post structures on Backlinko, HubSpot’s Marketing Blog, Neil Patel’s blog, and other pages. You can implement the same page structure for your articles as well.
While surprising to many, according to a study by Moz, about 8% of search queries are questions. The search intent is very specific when a user types in a question, meaning that you can’t easily rank for the high-value keywords alone. Google's algorithm uses semantic search to understand the user intent and provides results directly related to the question. With semantic search, Google has transformed itself from a search engine to an answer engine. In this example, you can see that Google returns the exact answer.
Creating content that matches “question keywords” is a good idea. However, you are limiting yourself to that particular question. Specific questions usually yield a smaller search volume than a broad keyword. There's also a chance that you might not rank for the same question keywords due to other factors such as domain authority, rich snippets, and backlinks.
The alternative is to create titles that are statements. These will allow you to reach a broader audience since they are not limited to a single-question query. Instead of the title “What is Keto Diet?”, try an alternative broad statement such as “Keto Diet Explained, Benefits, Risks, and Recipes”. A broader title and content such as this will help you to capture users who search for multiple topic variations under the same subject.
Most successful marketers and SEO professionals talk about the benefits of keyword research and reviewing data on Google Trends. It is perhaps the most widely accepted and used strategy, and something most SEO professionals will agree with. But why?
Because it's effective, and it generates results. Instead of creating articles on random topics, produce content on questions or topics that users are interested in and actually searching for. The more aligned you can become with users’ search intent, the more likely it is that your content will rank higher and help your business to reach those users.
Now, if this strategy is so successful, why not try it on your website?
On-site search (or Site Search) enables your users to search your own website's content or product catalogue.
Your customers are searching for specific topics on your website. Take advantage of this search intent, and harness that for new, invaluable content. Once you analyse the search results, you can create specific content that your readers will undoubtedly benefit from.
If you are not doing this, you will lose the attention of avid readers and they will go back to Google or your competitors' websites to search for that information. Also, set up Google Analytics to help track the on-site search queries. Here's a guide by OptinMonster that provides a step-by-step breakdown of how to set this up.
Once you have analysed the results, you will have a list of topics on which you can create excellent content that will resonate with and help your audience.
There are many factors that Google uses to determine your ranking potential, specifically over 200 parameters. The factors that you can influence best are:
For keyword ranking potentials, free tools like Google auto-suggestion, DuckDuckGo, and Bing are great starters for understanding the relevance of keywords. You can also use practical keyword tools like Google Search Console, Semrush, or Ahrefs. The practical tools can also be used for checking your current ranking.
SEO and PPC are some really beneficial tools for you to inorganically start driving extra traffic to your website. With more traffic coming in, this is something Google will read as authoritative, and that could bounce you up the ranking.
The specific parameters used to determine your ranking potential, however, are linked with the quality of the content you're producing, and you cannot pay Google to rank you higher on the search results - ranking is something you earn.
We hope you found these tips insightful, and that you now feel ready to start building in the organic SEO element into your marketing. If you are interested in learning more about the powerful benefits of search engine optimisation and how you can bring that into your existing digital marketing efforts (say PPC or content marketing), then make sure to get a proposal today. Are you part of a B2B company looking to start optimising your marketing strategies to rise above your competition in 2021?
If so, reach out now. At SnellMedia, our philosophy is to create tailored marketing strategies for each unique business that best benefit their ROI and marketing potential. Our team of marketing professionals can guide you towards better solutions and options that address your values and KPIs going forward in this pandemic-plagued year. As an experienced B2B digital marketing agency, we build personalised, compelling campaigns designed to maximise your ROI within the fields of digital marketing where you want to shine.
We love to help B2B businesses reach their goals and marketing potentials. If you are curious about how we can help you with SEO or any of our other offers, make sure to get in touch!