4 Week Program
The days when one could simply insert a keyword into your content to make your website rank higher in searches are gone. Instead, Google now uses a smart tool to measure where you should rank. It applies an algorithm that takes into account keywords and your relevance, content readability score, location and expertise.
It also changes its algorithm up to 600 times a year, impacting search engine results pages (SERPs), and making keeping your organic ranking quite challenging. However, Google does provide its KPI fundamentals1 as a guide on how it works.
That’s where Search Engine Optimisation (SEO) comes in. This approach incorporates keywords in a structured and strategic way based on trends, to maximise your prominence. SEO can go a long way to ensure you achieve and maintain your desired Google visibility and organic ranking.
The Oxford dictionary defines SEO as “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine”2 . SEO practices optimises website search words or terms to improve the site’s chances of discovery by a search engine’s organic search results. It helps prioritise your website by:
Informed SEO strategy further suggests improved technical settings to enhance organic ranking. For example, it may advise removing duplicate content, using enhanced security technology, increasing page speed, making your site mobile-friendly, and adding an XML sitemap which lists the URLs (unique addresses) on your site to help search engines explore and understand it. SEO also stays abreast of advances in this dynamic field to keep your site relevant.
With 90 percent of over four billion active Internet users relying on Google, it makes sense to maximise your Google ranking.
Ranking higher organically through SEO offers the convenience of:
Crucially, SEO offers well-maintained websites the potential for long-term ascending growth.
Ranking higher organically will not happen overnight. Therefore, you need to consistently update your website. Below are some essential guidelines to keep in mind regarding:
We hope this helps. Tune in for our next blog on optimising free tools to rank higher. In the meanwhile, learn more about the differences and pros and cons of organic vs. paid ranking by clicking here.
1 Bailyn, E (2021). The 2022 Google Algorithm Ranking Factors. SEO Blog, FirstPageSage. < Link>
2 https://www.lexico.com/definition/search_engine_optimization <Link>
3 Hardwick, J (2020). What is E A-T? Why It’s Important for SEO. Ahrefs blog. <Link>
4 Dao, William & Le, Angelina & Cheng, Julian & Chen, Der Chao. (2014). Social media advertising value The case of transitional economies in Southeast Asia. International Journal of Advertising. 33. 271. 10.2501/IJA-33-2-271-294. <Link>