Having higher Google rankings is crucial for building credibility for your audience and boosting traffic. However, achieving a good position on SERPs has become more challenging than ever due to Google’s ever-changing algorithm.
These frequent changes, along with growing competition, can be quite overwhelming and almost 80% of Australians want Google to disclose its algorithm changes. Despite their demands, Google works in mysterious ways.
If your SERP rankings are not good, it can affect your overall business and revenue. We asked the leading search engine optimisation specialists in Australia to explain these issues and what tips they’d give to business owners. Here’s what they said.
Improve Google Rankings: Reduce High Bounce Rate
Search engines consider websites’ bounce rates to rank them on their results pages. Bounce rate is the number of users who visit your website but quickly switch to another site without exploring other pages. A higher bounce rate indicates that the website doesn’t have meaningful content for its users, lowering your SERP rankings.
You can check your website’s bounce rate in Google Analytics. The optimal bounce rate is 25–40%—if it’s higher than this, you need to work on your website’s content and design. Add valuable information, revamp the design, choose an easy-to-read layout, and ensure high quality.
Even if you’re doing everything right, but the website’s content isn’t meaningful to your target audience, you’ll experience a lower SERP ranking.
You can hire content marketing services from a reputable company to improve your content.
Inaccurate or Missing Meta Information
Meta information is crucial for any web page; it helps search engines understand what your page is about and rank it accordingly. It also increases organic CTR (click-through rate), which tells a search engine that users like your content, leading to a higher SERP ranking.
If your SERP Rankings aren’t good, it could be due to inaccurate or missing meta information. This includes meta descriptions and meta titles of all pages on your website.
Create unique, value-added meta titles and descriptions for every web page and incorporate primary and LSI keywords. Your meta information should be interesting enough to grab users’ attention and informative enough to help search engines understand the content of your page.
A Slow Website
If your website takes forever to load, it could be a potential reason for your low SERP ranking. The loading speed also impacts the conversion rate, sales and revenue of a business. Search engines evaluate your website’s loading speed when ranking pages on SERPs. Make sure your website’s speed is fast enough to offer instant results to your users.
Search engines have become more sophisticated than ever. They can identify if a web page has implemented poor organic SEO practices, preventing it from ranking higher.
If your website has redundant keywords on every page, it will do more harm than good. Search engines know that keyword-stuffed content isn’t valuable to users and offers a bad experience.
While adding unique keywords and phrases on each web page is crucial for search engine optimisation, you should never overdo it. To fix this issue, you can hire a reliable content marketing team to write value-added and SEO-optimised web copy.
Poor Backlink Profile
Backlinks increase your website’s credibility. Incorporating high-quality backlinks from authoritative and reputable websites in your content assures search engines that your website is worthy of a higher rank on SERPs.
Most websites have poor backlink profiles, resulting in lower Google rankings. To have a good backlink profile, your website should have a good mix of backlinks from both authoritative and regular websites to appear natural.
In addition, you should also ensure the relevancy and quality of backlinks. A website that links irrelevant sites in its content experiences lower SERP ranking and runs a risk of getting penalised.
If your website isn’t mobile-friendly, you’re missing out on a lot of potential customers. Statistics show that mobile traffic has surpassed desktop traffic, which means most of your audience will visit your website from their phones.
Mobile unfriendliness directly affects your SERP ranking. Your website design should be accessible, functional and navigable on all devices, including phones, tablets, laptops, and desktops.
Hiring a reliable search engine optimisation company like TocToc can help you improve your Google rankings realistically and for the long term. The company offers a wide range of digital marketing services in Canberra and Sydney, including SEO and SMO, email marketing, website development, content marketing, etc. Visit their website or contact them for details.