How to Improve Your Website’s SEO Ranking in 2014
Posted 24 March 2014
If you’re trying to grow your business, an essential part of your strategy will need to be increasing your website traffic. This will bring more potential customers to your site and generate more leads. To do this, you’ll need to think about how to improve your website’s SEO ranking in 2014.
Google Hummingbird was introduced in August 2013 and is the most advanced search algorithm yet. Hummingbird works in a variety of ways, but one of the main features is to improve the quality of organic search results. This means that whilst keywords are still important, search engines are more advanced and less dependent upon this one SEO ranking factor.
Instead, we’re encouraged to focus on content, not just keywords. A key step to improving your website’s SEO ranking in 2014 is to prioritise the creation of high quality content. You’ll notice that Google Analytics no longer provide the keyword data that was previously available to website owners. This is because the ultimate goal of search is not just to find the website with the most relevant keywords, but the most relevant content. In other words, if you’re answering the questions that people are searching for in the most authoritative, helpful and clear way then you’re going to rank more highly with Google and other search engines.
If you’re hoping to improve your SEO rankings in 2014, you’re going to have to combine effective keyword strategies with high-quality content. This might involve longer, more detailed blog posts that offer a greater depth of research. It might mean that you need to set aside time to produce infographics, photos or videos that help to answer the questions that your visitors are asking. It also forces to you think about the unique ways in which your company provides a service to your cust0mers. This might mean that you need to invest greater time and resources into producing high-quality content.
Another reason why high-quality content is so valuable is that successful link-building practices have dramatically changed. In the past, SEOs could rely upon directories and high volumes of lower-quality links to improve their SEO rankings. However, Google have taken steps to penalise companies that rely upon these tactics. This means that greater weight is given to authentic backlinks, search traffic and social shares. If your business is producing high-quality content, it’s a lot easier to generate social shares because you’ll be offering a genuinely helpful service to site visitors. It’s also a lot easier to reach out to other websites and ask them to link to your content, because you’ll be confident that you’re answering the questions that people are asking.
It’s vital that you create regular content that answers real questions. This can feel vulnerable, simply because site visitors aren’t paying for this information. However, the long-term gains are significant; a page-1 ranking for a key search term will have a dramatic impact upon your ROI. It’s also helpful to spot the gaps in what your competitors are offering – if they’re only telling half the story, producing high-quality content that answers those questions will help you to build your authority with potential customers.