Google is constantly evolving. Not only is its algorithm changing, but the type of data shown within its search results is changing too.
For that reason, it’s important that you understand all the changes that have been happening over the years. Why? Because it will help ensure that your site stays relevant so that you will maximize the amount of search traffic you are gaining.
Here are 6 things you need to be aware of to rank better:
Google wants to answer your questions
Have you ever done a search for a term like “how to get more retweets?” If you do, you’ll see that the results look like this:
Can you see what Google did? It pulled the ten tips from the Crazy Egg article and placed them at the top of the search result. This is due to the fact that Google is now better able to understand the meaning of words and phrases since its Hummingbird update. The cool part about this is that if you answer questions within your content, you can have your blog listed right at the top like Crazy Egg’s is.
When leveraging this tactic, make sure you are answering specific questions such as “how to get more retweets” or “what color is the sun.”
This tactic worked so well that the post generated 2,954 visitors in the last 30 days from Google. And those visitors stayed on the page for at least 6 minutes. That is really high, considering that the average time on-site for the whole blog is 49 seconds.
The reason the time on-site is much higher for this one article is because visitors have a clear understanding of the content they are about to see. They saw a preview of the content within the Google search result, so if they click through, you know they are extremely qualified visitors.
Translating your content won’t create duplicate content
Why would Google show your site on international search engines when it can showcase listings that are targeted towards that region and, more importantly, listings that are in the correct language?
Sure, you may still get some traffic from Google’s international search engines, but you will get better traffic if you translated your content into each individual language.
Neil Patel ran an experiment on his site NeilPatel.com in 2015:
He translated all his blog posts into 60 other languages. Afterwards the number of his number of indexed pages shot up to over 1,000. (Considering that he didn’t have even 30 indexed pages before this was good).
If you want to learn about how you can translate your website into multiple languages, check out this article by Google.
If you have a WordPress blog, you can easily solve this problem by installing Transposh plugin.
As these translated blog posts were getting visitors, he started seeing more traffic to blog.
During the few days following implementing this strategy, he experienced 1,029 visitors coming to these translated pages.
Deep links from authority sites will boost your rankings
What works extremely well is getting authority sites to link to internal pages.
It’s not easy to do, but it can help grow your search traffic rapidly, especially if your blog or website is new. Just look at the search traffic for a personal Neil Patel personal blog.
As you can see from the image above, search traffic increased by over 60% in 30 days. It’s mainly due to links from authority sites. Links were generated through PR deals with companies like Audience Bloom. They are pitching authority sites, like Forbes, stories about my website (paid-for links…).
Sometimes they accept the pitch, and other times they don’t, but the good news is Audience Bloom only charges you when a story gets accepted.
If you don’t have the money to pay a company to help you do this, you can also try to get these authority links on your own. All Audience Bloom is doing is pitching tons of contributors on stories. It’s just another form of outreach… it’s a lot of work, but it does help.
Localised pages tend to rank well
Have you noticed that Google has been showcasing local companies within search results? Search for terms like “SEO company,” like I did, and you’ll see your results will be different from these:
Why? Because those results are tailored to me due to the fact that I am in Los Angeles at the moment.
If you want to maximise the amount of search traffic you’re receiving, you can do a few things:
- Create localised sites per each region you are targeting—a site for each major city where most of your business comes from.
- Create landing pages targeting each city you want to rank well in. (I used to work at Yell.com, who do this really well, as does Yelp.)
Now, option 1 is probably a bit unrealistic, but option 2 is doable. Just make sure the content you are placing on each city page is unique and high in quality, or else you will get slapped with a Panda penalty.
Your website needs to be mobile compatible
Consumer websites already know that they have to be mobile compatible, but B2B sites are still slow on this. Why? Because very few people use mobile devices when checking out a B2B site.
In 2013, 1,253,127 visitors came to Quick Sprout from mobile devices. In 2014, that increased to 1,311,230 visitors. Although the mobile growth is slow for Quick Sprout, it’s not for the rest of the web.
Google has been seeing a huge increase in mobile searches. By the end of 2015, it’s expected that 50% of Google’s paid search clicks will be from mobile devices. This is also why Google is taking load time into account when ranking sites.
If you want the best rankings, make sure your site is responsive and loads fast. It may not boost your search traffic in the short run, but it should in the long run.
Implied links is the future of link building
Wouldn’t it be nice if everyone who mentioned your site linked to you? I wish that were the case, but a lot of people forget to add the link. So, all you are left with is “brand mentions”… which Google calls “implied links.”
Google actually has a patent that covers this, and it discusses how implied links can potentially be used to impact rankings.
This means you shouldn’t just focus on links. Having such mentions on authority sites, even if you aren’t getting a link, can still help with your rankings.
A good way to get more brand mentions is to get interviewed. When someone interviews you on their website or blog, they will usually link to you. In the worst-case scenario, they will at least mention your and/or your company name.
If you want to increase the number of people who interview you, follow these steps.
If you are a marketer, practicing SEO isn’t enough. Sure, sharpening your skills can’t hurt, but if you aren’t staying up to date with the latest trends and news, eventually your competitors will outperform you.
Don’t just pay attention to the trends I mentioned above. Continually look out for other trends and changes as you use Google on a daily basis.
*This was originally posted by by Neil Patel on February 9, 2015 – and since deleted since the company he covers and recommends in the article, ‘AudienceBloom”, has since been called out on Buzzfeed for manipulating Google’s user guidelines and policies (manipulative link spam – paying for links).*