SEO Strategy: 3 Key On-site Factors that Improve Search Engine Rankings

Marketing SEO

1. Optimize The Content of your Website

Readers who have a basic understanding of SEO know that simply optimizing the content is not enough to improve the keyword ranking of your website. But that doesn’t mean the content of the website is not an indispensable element of good SEO. According to a study from Ahrefs, 91% of all pages don’t get traffic from Google search. So, how can we make our website content get a higher score in search engines?


(Source: https://ahrefs.com/blog/search-traffic-study/

 

Relevance of Content and User Intent

Understanding user intent is perhaps the first step in optimizing content for a website. Google’s ranking changes are mostly attributed to experimental algorithms for evaluation and optimization. If your website content is not relevant to the search term, Google may lower your website score. In recent years Google has continued to expand long tail keyword combinations, in other words, meaning the user’s search intention will be more obvious. By understanding the relevance of user intention, we can optimize the content of the website according to the informationality, navigation, and the like of the user’s search keyword. 

(Source: https://ahrefs.com/blog/search-traffic-study/

(Source: https://www.searchmetrics.com/glossary/user-intent/

The more content, the better the website?

In-depth content can help users by answering questions, providing new perspectives on topics, and giving information to users. According to HubSpot’s research report, content sitting between 2250 and 2500 English words tends to receive the most natural traffic (Organic Traffic). For website content optimization, becoming an expert in a field of knowledge and constantly publishing articles in a specific category will not only help to improve SEO, but also help you become a thought leader in the industry and create more business opportunities. But keep in mind that the quality of the content is more important than the amount of content, and that both quality and quantity are the way to success.

Content structure

In addition to the length and depth of the content, the structure of the article and the content of the website are also very important for the overall content optimization. To make sure that the user and the search engine can properly read the text, we have to pay attention to the layout, insert key keywords into the URL and page title, use related keywords, create content segmentation titles (H2, H3, H4), and clearly express the meaning of each segment to help to improve Google’s rating of the site’s content.

2. Optimizing the website and increasing user engagement (User Engagement)

It’s not normally enough for web developers to design a website with the goal of gathering information. Quality website content can not only help customers and increase session duration, but also help improve search engine rankings. Is your content appealing? Or is it uninteresting content that fails to capture the attention of your visitors?

User engagement or user signals have always been seen as an indirect factor in increasing your ranking on Google, and serve as an important reminder to improve the website.

Pages per session

Page views shows how many website pages were viewed before the user left your site. How do I know my page views? Google Analytics is a great tool for optimizing your website. In addition to the overall visitor browsing data, this is where you can find the number of page views and the average session duration, which is the average time spent by users on your website. These two sets of numbers are the main indicators that reflect the interactivity and appeal of your website. If readers browse multiple pages on your website, it means that your website content can largely satisfy their search intentions. 

Try to lower your website bounce rate (Bounce Rate)

The bounce rate reflects the user’s satisfaction with your website to a certain extent. A high bounce rate means that your web page does not satisfy the user’s intention and cannot meet the user’s expectation of entering the site. For sites with high bounce rates, inserting a call to action on the page can encourage users to click and jump to other pages in the site. Another method is placing more links or providing relevant readings in the body content material.

(Source: https://www.searchenginejournal.com/10-reasons-website-can-high-bounce-rate/182260/

3. Technical Structure

The technical structure is the most important part of your website. We observe user engagement and keyword rankings from a technical structure level. The technical structure can be seen as the basis for establishing all other SEO methods. Without a solid technical foundation, your content will lose its value.

Website Crawlability

You need the appropriate site structure for the search engine to crawl. The search engine will only index the sitemaps and links provided on your site, while your Crawl Budget will determine how many pages can be indexed when the search engine is crawling.

(Source: https://backlinko.com/hub/seo/crawl-budget

While most webmasters don’t have to worry about Crawl Budget, this is a big problem for large sites, and crawling budget webmasters can prioritize which pages to crawl and index. Readers can create sitemaps using CMS or Screaming Frog and submit them manually via Google Search Console and Bing webmaster tools. For pages that you don’t want to be crawled, you can put them under the forbidden file in the robots.txt file to avoid being indexed.

Website security

As we all know, having an HTTPS secure website is very important in ensuring the security of transactions on your website. For Google, this is also an important ranking factor.

When it comes to certain special situations, for example, during the website migration period, the page may point to a different web page without HTTPS. In theory, the page should point to the HTTPS corresponding page. If the link to the non-HTTPS page is ranked, it will likely be unfavorable. If you anticipate the above, we recommend that you contact your Hosting provider to resolve other issues with SSL certification and operation.

Want to further improve your website keyword rankings? Feel free to inquire and we at First Page will use further SEO strategies to help you achieve higher keyword rankings in Google. Contact us today and get free SEO analysis report!