How to make your website more visible on Google in 2024
Making your website more visible on Google means ranking higher on search responses when a potential client looks for a term related to your services.
This is done through search-engine optimisation (SEO) which is the process of fine-tuning your website to make it more visible, and therefore better ranking, to Google.
1. Content
Quality content writing is one of the most important aspects of your website. It engages and informs visitors and should convert potential clients to clients. Quality content provides your business with credibility and helps present your business in a professional manner.
Keywords
Hand in hand with your content are SEO keywords. That’s because Google does not just rank nice-looking websites but it also identifies sites that answer specific user-generated questions. So, SEO writing starts with understanding your audience, how they think and what language they use. Breaking down this language, you and Google will see there are commonly used terms that potential clients type into a search engine when looking for your service. These are known as keywords. There are various methods you can use to find keywords related to your business. Google Keyword Planner has a tool to help, or you can use other programmes like Ahrefs or Semrush. Incorporating the keywords most relevant to you into your content writing will help Google see that what you have on offer answers the question a user, or potential client, is asking.
Landing pages
Whether your website is already established or you are just setting it up, it’s wise to conduct regular audits of the content on your landing pages. These are the pages clients see when they research your business and the services you offer. These pages should be filled with engaging content that is directly relevant to the services you offer.
Your audit should include regular updates of popular keywords, as well as looking at the structure of the page and how easy it is to use. Some tips for optimising your landing pages include:
- Make sure it is immediately clear to visitors what you do and where
- Use visuals carefully, not overcrowding the pages
- Use persuasive calls to action and make them prominent (this can include buttons like “Contact Us”, “Learn More” or “Apply Now”)
Blogs, research and news
Regular updates like blogs or news articles are valued by Google, signaling to the search engine that your site is active and relevant. They are also a great way to include keywords for very specific topics as a way of getting your website noticed by Google.
Internal links can also consist of helpful redirects – like going back to the home page, to the next page or the top of the page.
You can start by identifying the most common queries you see from clients or potential clients. Then, conduct keyword research into those topics and develop a content strategy or calendar around those topics. This way, you can create high-quality content in advance, leaving time for newsworthy content as it happens. Or, ask Hunter & Scribe. Not only can we write the blogs but we can also develop a plan ensuring newsworthy content.
Some blogging tips include:
- Incorporate your keywords into your headings and page titles as well as the body of your content
- Mix up the length of your content writing with some longer and shorter articles
- Be consistent, write regular content and share them across your platforms including social media.
2. Outbound links
There is more to SEO than inserting keywords into your copywriting. On-page SEO is the optimisation directly added on a website’s pages to improve its search rankings and visibility. There are various components to this:
- The Australian Taxation Office
- The Fair Work Ombudsman
- Small Business Australia
Outbound links can also let you connect to other sites that offer complementary services. For example, a buyer’s agent could link to a mortgage broker’s site and the mortgage broker could in return link to the buyer’s agent site.
Outbound links can also give search engines insight into your content, if they’re all pointing to the same type of sites. For example, if you’re a mortgage broker and you created links to some of the main lenders you work with, search engines may correctly identify your website as being in the lending industry. (Although, your content should’ve already done that job.)
Outbound links’ main importance is customer service: they make it easy for someone to find additional information.
Two tips on outbound links:
- Set them to open in a new tab, so visitors don’t close your website when they click on your link
- Check them regularly to see if they are still valid and pointing to the right content
Metadata
Metadata describes other data or information. In SEO, the metadata on your website speaks directly to search engines to relay what information is included on that page. Although it is rarely seen, it is very important for your ranking.
Your pages should have a meta title (60 characters) and meta description (160 characters). In the image below, you can see both:
- Meta title: “Mortgage broker: Definition, how they work and …”
- Meta description: “A mortgage broker is a financial intermediary who matches home borrowers with potential lenders in order to obtain the best possible mortgage …”
URL structure
The URL of your page (i.e. the address) should include the relevant SEO keyword and clearly represent the content of the page.
For example, if you are aiming to rank for searches involving “construction loans Sydney”, it is recommended you have a page for that topic and structure the URL around that. It could look something like: https://www.goodmortgages.com.au/construction-loans-sydney
Headers
Headline writing is crucial for both SEO and your reader’s experience.
Websites use a hierarchy of headlines to structure content. An H1 generally shows the main title, followed by H2, H3, H4, H5 and H6 for subheadings.
Some tips for headline writing include:
- Incorporate your SEO keywords towards the beginning of the headline if possible
- Aim for a headline that fits the recommended character length, which is usually around 60 characters
- Ensure the headline is clear and impactful
Image optimisation
Using images on your website can be a good way to break up text and appeal to visual users. They are also a good way to include more on-page SEO and help search engines understand the content of the image.
When adding images to your website, make sure you have given them a description and relevant alt text, both of which should include your targeted keyword. Alt text is a description of images that aids accessibility for visually impaired users.
Internal linking
Using internal links is a good way to keep potential clients on your website. This means connecting related pages within your website, helping users navigate between pages.
For example, if you’re writing about different types of home loans, you will likely make mention of construction loans as one type. You can then link your page on construction loans to the blog, making it easier for readers (potential clients) to find more information on construction loans.
3. Location-based SEO
Incorporating location-based SEO into your website will help you rank higher for certain keywords in your targeted location.
Google Business Profile
Because Google Business Profile is location-based, it helps boost your visibility in local searches. It will also help display precise details like your phone number, address and hours of operation.
Being verified on Google Business Profile helps confirm the legitimacy of your business for potential clients. It is also a place for clients to leave reviews and for potential clients to use those reviews in their decision-making.
Keywords
Backlinks are an important part of search engine optimisation (SEO), because they tell search engines how valuable and relevant your website is, and therefore how high up the rankings it should be listed.
By including specific location-based terms in keywords in your SEO writing, you can align your content with local searchers. There are several ways you can include location names organically that do not look forced:
- Write location-specific blogs or news articles related to your services
- End your blogs with a call to action referencing your services and your location
- Include your location in a page’s meta description
Your blog is a good platform to try to attract specific location-based keyword searchers. This can attract what is known as long-tail traffic, which is traffic derived from specific, less common and more detailed search enquiries. For example, rather than searching “SMSF loans”, a user may search “SMSF loans Sydney” or an even more broad “use SMSF to buy a home in Sydney” to find a local mortgage broker.
Websites that use long-tail keywords in their content marketing can target specialised audiences and address unique queries for a more focused audience.
Rank higher in 2024
Understanding how to elevate your website’s visibility on Google means finetuning your SEO. This entails delivering high-quality content writing and a content strategy that answers your clients’ queries and attracts potential customers. Using technical SEO, you will be able to optimise your pages with a few steps. Finally, targeting location-specific keywords and using tools like Google Business Profile will help enhance your website’s ranking and relevance.
Want to rank higher on Google? Speak to Hunter & Scribe about creating quality copy for your website and blog. Contact us to discuss your content needs.
