As the way we all do business changes in the weeks ahead, this is an ideal opportunity to adapt and enhance your digital presence.
PushON’s SEO consultants have provided five handy steps to help readers to improve their organic search performance.
1.Refresh Old Content
Refreshing old content can pay dividends in several ways. Firstly, the context. Life is changing for a vast number of people and issues you previously addressed – and the tone you used to address them – may no longer be appropriate.
Start by checking your blogs and service pages for anything that might be insensitive and try to use a more empathetic language where possible.
Refreshing your content will also improve your rankings by sending a signal to Google and other search engines that you’re actively working on your content. Just a small investment of time taken to update new content can offer great benefits.
Search engines favour fresher content. Their algorithms recognise that newer articles are more likely to contain the most up to date information and will better serve their users. This means that by updating your content, you can expect more traffic from search engines as you move up the rankings on Search Engine Results Pages (SERPs).
You’re also likely to get more backlinks as the levels of exposure increase. Gaining backlinks is a very effective way of improving your domain authority.
When updating your copy bear in mind Google’s recent announcements about the importance of E.A.T.:
2. Keyword Research
When people feel uncertain about a topic or chain of events they head to search engines for answers.
In times like these, the public has a lot of questions. This offers not only content opportunities, but for the keen-eyed, there is a whole new batch of search data that can be mined for opportunity.
*It’s also worth noting that any year-on-year data you previously accumulated will need to be considered in the context of real-world events.
3. Update Headers and Titles
It’s often found at the bottom of the agenda, but it’s got to be done. Those long afternoons spent working from home offer the perfect opportunity to get your head down and work on this type of task. Avoid the temptation of cleaning the fish tank or setting up a PS4 tournament and update your headers and titles instead.
This is a low-hanging fruit task that will enrich your website and improve your organic search performance – a small effort which could make a tangible difference to your business by the time summer comes around.
4. Product Descriptions
With the public and retailers are supporting the government’s advice consumers are most likely to be shopping online to avoid face-to-face interaction. Customers are still in need of products and services, what has changed is the way people are finding and buying them.
eCommerce studies have found that 1 in 5 of basket abandonments are a result of poor product information. By updating your product descriptions you can avoid this and have a better chance of appearing in search engines for the terms that matter.
5. Improve User Experience
UX design is about the experience your website visitors are experiencing while interacting with your brand online. This extends beyond the product level of tangible goods or services and includes the entire user journey, including where the user lands on your site from a SERP.
As we speak, customers are short on time and even shorter on patience. Whilst that’s perfectly understandable, it’s essential that your website provides for their wants and needs as efficiently as possible.
The content you create to reach and interact with your customers during this time should be relevant. This is not the time for your take on the ‘Top 5 Bread Makers of 2020, So Far…’
Think about what your customers’ needs are today and try to meet them there. Tools such as Google Trends can help you to get a fuller picture.