Your job as a marketer is to show your boss the money. So, if you’re whipping out blog posts, videos and infographics without any clear objectives, you are just practicing an expensive form of arts and crafts. Creating compelling content is just half of the challenge, the other half is got to do with Google’s complicated algorithms. Here we are going to take a look at the four most overlooked factors that’s probably impacting your ranking on the SERPs.
- Find the Best Keywords
You may be targeting several keywords that you think will perform well, but the truth is sometimes a keyword may rank way better than what you had expected. Finding those keywords is the key to ranking higher on Google. You can easily find the best keywords in Google Analytics, by going to Acquisition > overview, then clicking on ‘organic search’. Scroll down the menu until you find the keyword box, which will look almost identical to the referral box. Here you will find the same information as with referrals, but for your keywords.
- Optimize Your Content
Along with creating great content and choosing the best performing keywords, you will also have to optimize your content so that it is visible to Google. You can start by customizing the meta title, since it’s this information that’s going to be shared on social media. While you’re at it, also update the meta description, which is usually what Google is going to publish along with the link to your website. Both, the meta title and description needs to be relevant and enticing. By using these penalties-proof SEO techniques you can push your website higher up on Google.
- Get On Google Local
Google Places was developed to control the information that is displayed on Google Maps and Google Search. This enables your business to be found more easily. It also ensures that your customers get the right information about your business. Local Google+ pages allows businesses to communicate and adds social interaction to your listing, where potential customers can leave reviews of your business, and you get to update posts for your customers.
- Use Actionable Data from Google Analytics
Once you’ve jumped through the rabbit hole, there’s no coming back. So, why not use this free, intuitive tool that can provide you with super valuable information on what Google really thinks about your content, website, blog whatever. The only caveat to getting access to tons and tons of information via GA is that you will have to sift through that information and only using that which is valuable to you. But, before you do that, you will need to set goals. Your goals will give you direction of where you want to go. Your goals will help you measure when and how your audience interacts with your content and whether they complete the specific tasks you want them to. Once you have set your goals, using Google Analytics will be more usable, because you will be using the data to get closer to your goals.