U-“SERP”ing the front page: Making your website the top pick of search results
Written: Andrew Li (firstname.lastname@example.org).
One of the most important aspects in digital marketing is being featured on the search engine’s result page (SERP). But doing it well requires more than just a pretty website or dumping a pool of keywords.
Let’s look at how three businesses have increased their SERP exposure and site ranking.
The complex algorithm used by search engines means a myriad of factors has to be tackled. Here’s what we undertook for them:
Fixing site indexing issues
If your website is not indexed, the search engine cannot “read” your website. Indexing determines the ranking of your website in search engines.
If your site or page is not being indexed, it might be an issue with the meta tag being used on a page or the improper use of disallow in the robots.txt file. They tell the search engine how to categorize your web page’s content and consequently, how relevant they are to a search.
Optimising generic keywords
Keyword research is the first step to optimising a web page: Understand your users, what they want and how they are looking for it. Only after identifying the best keywords do you start creating your content and optimising your post.
Figure 1: Improvement in keyword rankings for Jualtia.com
Figure 1: Improvement in keyword rankings for Smble.io
Figure 3: Improvement in keyword rankings for Sagebn.com
Create more relevant backlinks
Also known as inbound links, backlinks “votes” for a specific page. Having backlinks tells the search engine that your web page is credible and useful. A high number of backlinks will result in high organic search engine rankings, making you appear near the front of the result page.
Of course, getting backlinks from an authoritative website is more useful than any random blog. This is a long-term strategy that usually bears result in months or years, but the reward can be reap over and over again.
Figure 7: Unique backlinks to smble.io
Figure 8: Some backlinks to Jualtia.com
Figure 9: Sagebn.com
Conversion rate and user engagement
Conversion rate measures the effectiveness of a particular marketing campaign. Generally, it refers to how much of the traffic you are getting translates into revenue.
Conversion rate needs to be matched with something that helps you in the long-term: User engagement, which is measured by activities such as downloads, clicks, or shares, and etc.
Highly engaged users signals that your website is providing value. For SMBLE.IO and JUALTIA.COM, user engagement is a critical factor: One is a SaaS, the other a marketplace.
Figure 10: Jualtia.com (top) and smble.io (below) have both improved in the frequency of people using the website (number of sessions per user) and how long they are staying (session duration)
Interested to see how much further your business can go with the right tweaks?