To improve the visibility of your brand online, consider implementing some proven search engine optimization (SEO) techniques. Digital marketing specialists can help you improve your rankings for specific keywords that are relevant to your area of specialization.
Expert guidance is vital since business SEO is highly competitive compared to other verticals. Fortunately, when done correctly, the optimization process helps your practice stand out on search engines. In turn, you increase your share of organic (free) traffic given the high cost of keywords in some verticals when running pay per click (PPC) ads.
A higher ranking on Google can translate to an increase in the number of new client cases your business handles.
Before you seek out help from an expert, here are some quick pointers to get you thinking about next steps.
1. Use targeted keywords
The process of improving your ranking starts with selecting specific keywords that your prospects use to find relevant business providers online. Optimization efforts revolve around target keywords. For this reason, identify the right terms that boost your company's competitiveness.
The Google Keyword Planner is a useful tool that lets you conduct keyword research for relevant terms used by your target audience. With the Google Keyword Planner, you can determine search volumes and competitiveness of specific keywords. You will discover variations of the main keywords, which allows you to create a shortlist of viable search terms.
2. Social media sharing
Sharing posts and other content is a practical way to boost your rankings. Social networks make it easier to create buzz and increase the visibility of your brand. Post content on platforms like LinkedIn, Twitter, and Facebook to ensure that your content attracts increased views.
Ensure that the content includes articles, videos, and eye-catching images that revolve around your targeted keywords. Publishing high-quality, relevant topics increases shares while helping you establish your company as an authoritative voice. In turn, you will notice a gradual but steady improvement in your ranking.
3. Publishing blog posts
Blog posts provide a viable way to incorporate a wide array of relevant keywords. Search engines reward sites that publish content regularly - blogs keep the content flowing. On another level, content allows you to share useful information with clients and prospects. You can embed videos into the posts to maximize engagement.
When embedding videos in the blog posts, use schema markup as an alternative to the default code. Doing so makes it easier for the video's thumbnail to appear on search engine results pages (SERPS). This approach contributes to a significant increase in click-through rates to your websites.
4. Make your website mobile-friendly
Ensuring that your website is mobile-friendly is a critical step when looking to improve search engine ranking. The majority of web searches are performed using mobile devices. For this reason, search engines prioritize results that are easily accessible to users on mobile devices. Google confirmed the importance of mobile access in a statement released via the Google Webmaster Blog in 2017.
To ensure that your platform is compatible with mobile platforms, conduct a Google mobile-friendly test. You simply enter your company's URL and run the test. Sites that are not mobile-friendly can receive penalties, which makes it difficult to rank higher.
5. Diagnose and fix penalties
Fixing any current penalties is a vital step towards improving your website's ranking. Link building exercises that incorporate unhealthy sites are a common reason for accruing penalties. As such, remove links from spam sites that do not add value to your website.
Focus on building links with authoritative sites that are relevant to your area of specialization. Link analysis tools allow you to identify the quantity and quality of links pointing to your pages.
These tools provide insights by showing essential elements like unique active links, link influence score, and no-follow links. Google's disavow links tool plays an important role when you fail to remove unwanted links.
6. Diversify anchor text distribution
Anchor text can make or break your site's search engine ranking. Diversifying helps you build a natural link profile. Proper distribution involves spreading your site's keywords during the link building phase. To get it right, follow specific anchor text distribution guidelines.
Ensure that your anchor text is identical to the targeted keyword. Also, incorporate the keyword phrase in the text. In some cases, you can use the name of your company as the anchor text, which makes it natural. It is also possible to integrate your keyword with the anchor text.
7. Implement on-page SEO
On-page SEO provides a surefire way to boost website ranking. It encompasses a wide array of factors, such as optimizing URLs, inserting external links, optimizing images, and inserting tags. To maximize the visibility of web pages, incorporate the primary keyword in the title tag.
On the other hand, avoid using default URLs with formats that are irrelevant to your SEO strategy, such as mylawpractice.com/1526jdbn53J736Tys. Instead, go for keyword-rich URLs that are relevant to the page's contents. Likewise, rename your images with target keywords both in the ALT test and filename.
8. Assess your current ranking
To start working on various aspects of business SEO and improve ranking, familiarize yourself with your current ranking status. Do not neglect this step even if your website is fairly new. A wide variety of tools make it easier to assess your search ranking. You simply type your targeted keyword and the URL of your site.
Drilling down on different aspects, such as local rankings, secondary keywords, and desktop versus mobile platforms, gives you a clearer picture of your site's status. The results shown by the tools allow you to determine the first page shown by search engines for specific terms. This is in addition to your average monthly searches.
9. Handle the link building process properly
Building links the right way is critical to the success of your mission. If you disregard specific guidelines, you will face penalties. For this reason, enlist the services of a reputable digital marketing expert to ensure that your links have a high influence score, which translates to high-quality links.