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Closely related to Page Experience is on-page optimization, which deals with the “behind the scenes” components of your content and SEO.
E-A-T is used to evaluate the truth of your content, in turn, impacting your rankings. Use it wisely.
In the age of the mobile-first index, your mobile website is the lifeblood of your existence in the SERPs. To stay alive, follow Google’s guidelines and make sure your content matches identically on your desktop and mobile.
While not switching to HTTPS won’t necessarily harm your website, there have been several changes since Google first announced HTTPS as a ranking signal back in 2014.
Whenever you can make it easier for a search engine to improve its results, do it!
In fact, 38% of people will stop engaging with a website if the content and layout are unattractive.
After being a desktop-only ranking factor, page speed became a Google mobile ranking factor in 2018.
Mobile-first indexing was officially finalized in March 2021. It’s been a long, slow process since it kicked off in 2017.
Google has stated that responsive design helps their “algorithms accurately assign indexing properties to the page rather than needing to signal the existence of corresponding desktop/mobile pages.”
Andrea Lehr, Brand Relationship Strategist at Fractl, shares insights on how she buckets her keywords here.
Google sometimes pulls content from the page and dynamically inserts it as the description in SERPs when it better matches the user’s query.
Despite the word on the street that keyword research is not needed to rank, it still supports quality content creation. But unlike traditional keyword research, today keywords serve as a content creation roadmap.
Yet some people read an article like the example below that talks about the most important ranking factors and think, “Yep, I’ll follow that advice.”
Relevance is connected to how close the business is to the searcher’s query. You could see search queries like “best burritos” when speaking about local search relevance. Relevance is the lifeblood of Google’s local algorithm.
What we do know is that Google will continue adjusting ranking signals to best meet the needs of searchers.
Key Takeaway: E-A-T Impacts All Ranking Factors.
Created in 2011, there are now almost 600 different types of information you can include.
Corey Morris, Vice President of Marketing for Voltage, talks about prioritizing your internal linking structure in five different areas:
“Prominence is also based on information that Google has about a business, from across the web, like links, articles, and directories. Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’ local ranking. Your position in web results is also a factor, so search engine optimization (SEO) best practices apply.”
To understand what your target searcher’s intent is, you need to dive into your Google Analytics to see what users are looking for.
What this means is that your strategy for linking to different pages on your site should be user-centered first. Then you can focus on how to drive traffic to a fundamental set of pages.
As Google’s John Mueller noted, Core Web Vitals is more than a tie-breaker. This metric impacts many other factors related to SEO.
Which Google ranking factors matter most to your SEO strategy? Read about the ones that top our list and why.
For instance, Core Web Vitals impacts your usability. If a searcher goes to a page and converts, your UX, page speed, and content all affect the conversion rate.
There are tools available to test a website’s average page speed.
Ad Experience is tied to page experience and Core Web Vitals because it is impacted by the user experience and how the user interacts with your website.
Today, it’s best to bucket keyword topics into themes. Think about synonyms, long-tail keywords, and keywords related to the topic or similar topics. This is how you target keyword usage.
You can also view the Performance report in Google Search Console. This will give you insights into what people are clicking on the SERPs to get to your site.
Now, you could spend all your time prepping for Easter Egg results and optimizing Google Doodles in the SERPs, or… you could just not do that.
So what is it? And how does freshness work with evergreen content?
The quality of your website and blog content is still crucial. Content still reigns as king.
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.
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.
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.
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.
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:
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.
Once your keyword phrase is chosen for a given page, consider these questions:
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.
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.
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.”
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.
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.
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.
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.
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.
Follow these suggestions to improve your search engine optimization (SEO) and watch your website rise the ranks to the top of search-engine results.
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.
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.
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 .
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: