Search Engine Optimisation (SEO) never stays the same. Just when you think you’ve cracked the code, things can immediately change as search engines are constantly changing their algorithms to provide the best possible experience for their users.
Research from Hubspot suggests that 75% of users never scroll past the first page of search results. We all know the importance of being at the top as it can give you a competitive edge over your competitors.
Here are three ways you can maintain your SEO position.
Regularly refresh your site
Updating your website with keywords that are most searched for helps your company to stay relevant. That article you wrote two years ago may still be largely relevant to users, but a quick tweak here and there could make all the difference. When planning out your content, make sure you think of topics that are evergreen, or content that will remain relevant for a long stretch of time.
Don’t just refresh your blogs – use this time to update other areas of your site such as the home page, product/services pages, about etc.
Remember that keyword research should be completed before creating content or making any changes to the site. We recommend using tools such as SEMRush, Google Keyword Planner or AnswerThePublic to gain insight into what your customers are searching for.
Once these have been established, find ways to bring them into your content in a way that feels natural to avoid keyword stuffing. Make sure that your metadata, such as page titles, meta-descriptions and alt-image, is optimised with your keywords to help boost your site’s SEO position.
Boost the site speed
Site speed has been a key ranking factor for Google for over 10 years, but it’s also important for users. Slower sites usually lead to higher bounce rates, which can ultimately affect the number of conversions. You’ll also need to consider mobile and tablet users, ensuring your website is optimised for the best possible experience regardless of device. According to Neil Patel, 73% of mobile users have found a website that they considered too slow to load.
Software such as Google PageSpeed insights can help you to measure the performance of your pages on all devices and provides actions on what can be improved. Some quick fixes include:
- Compressing all images on your website – Images with large dimensions can be a contributing factoring for slowing down your pages.
- Reducing the number of redirect links across the site – Each redirect can take several seconds for the user to reach the intended destination.
- Trying a content distribution network – These networks help to distribute the load of delivering content which can help to improve the site speed.
Increase backlinks and external links
Backlinks are links to your website from external sources and these are used by search engines to rank the relevance and reputation of your site. Last year, Ahrefs discovered that 90.63% of content receives no traffic from Google, and backlinks were a major factor behind this.
You can increase your backlinks by guest blogging, so try to find websites that will allow your brand to regularly publish content. With backlinks remember that it’s about quality, not quantity. Look for high authority sites, as these are the ones that will boost your position on search engines.
Whilst doing this, make sure you’re also increasing the number of high-quality external links on your pages to boost your website’s domain authority score.
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