HOW TO MAINTAIN SEO RANKINGS

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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Google Analytics provides a feature known as Intelligence Events that allow you to monitor significant changes in your analytics. The tool will actually alert you, for example, if there’s been a spike in your traffic.

For best results, don’t focus solely on keywords. While you’ll want to include your target in the title, make sure it seems natural and doesn’t cross into keyword stuffing territory.

Write about the history of blue widgets. Write about the inventor of blue widgets. Write about the future of blue widgets. Use a site like Answer The Public to figure out what information people need… then provide it.

If you want to maintain your SEO rankings, you’ll need to ensure you’ve taken the necessary steps to prove your site is trustworthy and authoritative.

Some of them could even try black hat SEO . Intelligence Events will help you spot these efforts early so that you can do something about them before it’s too late.

7. To Maintain SEO Rankings, Watch your Rank Tracking Tools.

You use UGC as a means of building loyalty to your site. It’s often the case that people in a discussion about your content will come back just to continue the discussion by responding to a point that somebody else raised.

If you haven’t already, you should switch all your web pages to https. Be aware that it’s not necessarily a top-down change. You could have an https homepage, with some other outdated pages still using http.

Fill this short paragraph with action verbs, keywords and phrases. Just don’t write too much, or your carefully-chosen words won’t even be visible in your Search results. Use a tool like Yoast to check the length and efficacy of your meta descriptions.

One of the best ways to make your site “sticky” is to encourage user-generated content (UGC). This is, as the name implies, content created by visitors on your site. If often appears in the form of reviews or comments.

You might be at the point now where you’ve ranked at #1 because you’ve offered something unique. Your competitors could change that.

Try and create content which is designed for Featured Snippets. Think about what your audience wants to know. You could even write content in a Q&A format, so that when someone types a question into the search bar, they get your answer right away.

If you haven’t already, maintain SEO rankings by switching to HTTPS.

Fortunately, Google Search Console offers a tool that shows the CTR for specific keywords and links on your site. If you notice the CTR for a keyword dropping over time, then you can be sure that Google is noticing it as well. Your rank might drop.

Another great way to maintain a high rank is to make sure that your site is an authoritative resource for the keyword that you’ve already ranked.

Wrong.

When competitors start trying to rank for the same keyword, they’re going to pull out all the stops to surpass you. So your links need to be more clickable – and they need to stay up to date.

Start by analyzing your click-through-rate (CTR).

Once you have a post ranking high for a specific keyword, one of the easiest ways to make sure it stays there is with some judicious internal linking.

For example, if you find that you’ve unexpectedly ranked very high for a series of related keywords, you can create more content for those keywords to give your site more prestige.

Finally, it is worth a minimal investment to pay for social ads. After all, people are known to share paid content just like they share non-paid content.

If you go to Google right now and type “buy books” in the search bar, your first non-ad result will be Amazon .

What You’ll Learn:

They’re displayed above all the other search results, with a live link to the source website. So for example, if you create a page about the history of bookshops, Google might quote a paragraph from the page in its search results.

Why? Years ago, that company established itself as the “go to” place to buy books online. They mentioned it in every ad, they promoted it in blogs and press releases, and ultimately they built a business around it.

But, as of July 2018 , Google labels all http web addresses as “Not Secure”. This makes people less confident about using your site – and in some browsers, it even means that your site is blocked.

Also, don’t be shy about asking people to share your content. You can post a link to your content on Facebook with the caption “Please share and enjoy.” There are people who will share that link simply because you asked them to do so.

If your visibility index for your keyword themes starts to slip, or you lose ground on top terms, use traditional SEO methods to drive them back up!

Including social share buttons can help maintain your SEO rankings.

When it comes to maintaining rankings for SEO, you’re going to want to watch your keyword themes and top terms. Use a tool like SEMRush to keep track of this data.

Improve your authority and credibility by adding relevant links within the text. Instead of having “click here” links, try writing out the name of the destination. “Click here” has no search engine value beyond the attached URL, whereas “Michigan Tech Enterprise Program” is rich with keywords and will improve your search engine rankings as well as the ranking of the page you are linking to. Always use descriptive links by linking keywords—it not only improves search engine optimization, but also adds value to your readers, including those with disabilities or who are using screen readers.

For those with a CMS website, the web team has developed an automated system for creating the meta title for each webpage based on your page title. This adds to the importance of using well-thought-out page titles rich with keyword phrases .

Once your keyword phrase is chosen for a given page, consider these questions:

When designing your website, each page contains a space between the <head> tags to insert metadata, or information about the contents of your page. If you have a CMS site originally produced by the UMC web team will have pre-populated this data for you. However, it is important for you to review and update metadata as your site changes over time.

Keyword metadata is rarely if ever used to tabulate search engine rankings. However, you should already know your keyword phrases, so it doesn’t hurt to add them into your keyword metadata. You’ll want to include a variety of phrases. As a general rule, try to keep it to about 3-7 phrases with each phrase consisting of 1-4 words. A great example would be “computer science degree.”

4. Have a link-worthy site.

A webpage which is content-rich, authoritative, unbiased, and helps visitors learn more about what they are interested in is most likely to attract links from other websites, which improves your search engine optimization.

Beyond page URL, title, and headings, content is most influential on search engine rankings. Repeat your keyword phrase several times throughout the page—once or twice in the opening and closing paragraphs, and two to four more times throughout the remaining content. Be authoritative. Strategically link to relevant sources and additional information—both within your organizations broad website and even to other websites which are useful.

Quality, authoritative content is the number one driver of your search engine rankings and there is no substitute for great content—this is especially true when doing SEO marketing. Quality content created specifically for your intended user increases site traffic, which improves your site’s authority and relevance. Fine-tune your web writing skills and present yourself as an authority on the topic you are writing about.

Description metadata is the textual description that a browser may use in your page search return. Think of it as your site’s window display—a concise and appealing description of what is contained within, with the goal of encouraging people to enter. A good meta description will typically contain two full sentences. Search engines may not always use your meta description, but it is important to give them the option.

Always describe your image and video media using alt tags, or alternative text descriptions. They allow search engines to locate your page, which is crucial—especially for those who use text-only browsers or screen readers.

Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search-engine results.

Writing additional content, rich with keyword phrases, on your departmental news blog can also boost your search engine rankings. Blog posts can even be shorter updates about the specific topics you are targeting. Interlink your related CMS webpages and blog posts when it helps give the reader a better picture or additional information about the topic.

Identify and target a specific keyword phrase for each authoritative content page on your website. Think about how your reader might search for that specific page with search terms like:

Answering yes to these questions can improve your search engine ranking. Be natural and user-friendly , though. For instance, you do not want the word “engineering” to show up three or more times in the URL or have the phrase Northern Lights repeated in the page title and also every heading. Readability and usability still trump search engine optimization.

If you want to rank for multiple keywords phrases with your website, you will need to make a separate webpage for each keyword phrase you are targeting.

Title Metadata.

It is very difficult for a webpage to achieve search engine rankings for multiple keyword phrases—unless those phrases are very similar. A single page may be able to rank for both “biomedical engineering jobs” and “biomedical engineering careers”. Ranking for “student affairs” and “dean of students” or “gender discrimination” and “violence reporting procedures” with a single page is unlikely.

Don’t forget to use bold , italics , heading tags (especially an H1), and other emphasis tags to highlight these keyword phrases—but don’t overdo it. You still want your language and writing style to read naturally. Never sacrifice good writing for SEO. The best pages are written for the user , not for the search engine. Read more about SEO marketing to help you find new content opportunities.

You’ve probably noticed that we feel pretty strongly about content . Search engines do, too. Regularly updated content is viewed as one of the best indicators of a site’s relevancy , so be sure to keep it fresh. Audit your content on a set schedule (semesterly for example) and make updates as needed.

Title metadata is responsible for the page titles displayed at the top of a browser window and as the headline within search engine results. It is the most importan t metadata on your page.

These are only a few of the many methods for improving your search engine ranking. If you want to learn more, we recommend the following resources:

Placing Keywords.

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