Today, every business needs a strong online presence – and it’s even more important for small businesses. It builds legitimacy and caters to both off-line and on-line consumers – and when it’s done right, it allows you to compete just as effectively as a larger business!
For small businesses in Melbourne and around the world, SEO (Search Engine Optimisation) is key to driving visibility and attracting potential customers. While there are over 200 ranking factors that Google takes into account when determining your website’s position in the SERPs (Search Engine Results Pages), not all factors are created equal. In this article, our SEO agency in Melbourne will talk about the top 10 Google ranking factors that small businesses should prioritise, offering the insights you need to get ahead of the game.
Content quality
Arguably the most critical of all Google ranking factors is content quality. Google’s algorithms prioritise fresh, unique, and helpful content that resonates with the searcher’s query. In fact, this is covered in Google’s Helpful Content System, which you can read all about in this content strategy article.
To ensure high-quality content, focus on providing value through originality and up-to-**** information. Avoid using AI content writing tools for the sake of uniqueness, and instead invest in knowledgeable copywriters. Regularly updating older content is equally vital. Remember, your page’s optimisation won’t matter if your content doesn’t meet the needs of searchers.
Content relevance
Relevance is key. Your content must directly address the query to gain favour with Google’s algorithms. To enhance relevance, analyse high-ranking pages for the same keywords or topics. Learn from their strengths and offer superior information and a fresh perspective in the same format, such as listicles or video marketing, and develop high quality content for each stage of the sales funnel. This ensures your content aligns with searcher intent and ranks higher.
User experience
User experience is a critical aspect of Google’s ranking factors. Google evaluates on-page experiences through factors like click-through rate (CTR), dwell time, and pogo-sticking. To improve user experience, focus on content quality, a well-structured website, and engaging design. Ensure your site provides what users are looking for and keeps them engaged, thus boosting your rankings.
Keyword optimisation
Traditional SEO through keyword research and usage still holds plenty of value. Ensure you optimise your content with the following techniques:
- Craft compelling meta-descriptions
- Utilise latent semantic indexing (LSI) keywords to help Google understand your content
- Use meaningful anchor text for internal and backlinks
- Incorporate target keywords in headers
- Include keywords in the URL
- Avoid keyword stuffing; write naturally and avoid repetitive use of primary search terms
Technical SEO health
Site-level ranking factors assess the overall health of your website, which is all about how well your website is functioning.
Regularly audit your site’s technical SEO to identify and rectify issues. This can include addressing problems like redirect loops, broken pages, broken links, duplicate content, and sitemap issues. A technically sound website is a foundation for successful SEO.
Mobile usability
Over 55% of internet traffic comes from mobile devices, with 85.35% of Australians using their mobile to access the internet and 82% of the entire country’s population making an online purchase in the 2023 financial year. Google has always considered mobile usability when it comes to website rankings.
While a mobile-first design isn’t mandatory, your site must be responsive and easy to navigate on various screen sizes. Ensure fast page load speeds and legible content for mobile users. If you’re unsure about web design principles, consider hiring a consultant or web design agency.
Website structure/navigability
Google’s sophisticated algorithms evaluate your website’s structure and user experience (UX). Since 88% of customers are unlikely to return to a website with a poor UX, it’s essential that businesses ensure visitors can easily find content, products, menus, CTAs, and contact information.
A well-structured website enhances user experience and boosts rankings, ultimately improving your bottom line. According to a Forrester study, every US$1 invested in UX results in a return of US$100.
Page load speed
Page load speed is a crucial ranking factor. Faster-loading pages are more likely to retain users, while 1 in 4 visitors would leave a site that takes more than 4 seconds to load. Importantly, website conversion rates drop by 4.42% for every second it takes a web page to load (in the first five seconds).
Meeting minimum page loading time standards is essential, typically faster than 500 milliseconds. In fact, pages ranking on the first page of Google search results have an average page speed of 1.65 seconds. Use tools like GTmetrix to test and optimise your pages for speed.
Website security
Prioritising website security is critical, both for securing your business data and your customer’s data. Ensure your site uses the HTTPS protocol, encrypting data to protect user information. SSL certification is easily obtained and builds trust with visitors. Make sure your external links also point to secure sites, as this is part of the user experience and contributes to your ranking.
Backlink quality
Backlinks from external websites significantly impact your site’s ranking – but not all backlinks are equal! Look for or configure links on high-quality, relevant websites like business directories (like Google My Business), review sites, and map listings. Periodically audit your backlinks to ensure that none point to deleted pages and consider optimising them with relevant anchor text.
Our SEO agency in Melbourne will put your small business in the spotlight – Affordably!
For small businesses in Melbourne seeking to boost their online presence and attract more customers, mastering Google’s top 10 ranking factors is a must – and our SEO agency in Melbourne is here to help you out with affordable small business digital marketing, SEO, and web design solutions. By prioritising content quality, relevance, user experience, keyword optimisation, technical SEO health, mobile usability, website structure, page load speed, website security, and backlink quality, you’ll be on the path to success. Remember, SEO is an ongoing effort that requires dedication and a keen eye on these ranking factors. Work with us and invest in affordable SEO – and your small business the attention it deserves!
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