What To Do When Your Webpage Doesn’t Rank. What are your recommendations for improving the search ranking of the poor performing webpages?

1. Define a keyword list

Now that you understand where your pages rank for certain key terms, you’ll be able to refine and define a keyword list that you can base your website’s content around – in short, you’ll be able to pick the most relevant keywords for your site to bring in related traffic that increases your page ranking.

If you target the right keywords for each page of your website based on what you’re trying to sell, the message you’re trying to communicate and where you expect to meet the customer on their buying journey, you’ll see a vast improvement in your organic search rankings.

To define the most successful list possible, you should use a targeted mix of both broad, exact and long-tail keywords that are specific to what you’re selling and how your users search. You should also ask yourself the following questions…

  • What keywords will drive conversions?
  • What central topics can my keywords be grouped into?
  • What keywords could I generate content on that will result in rankings and traffic?

To go about analyzing and selecting your keywords, you should use the following tools…

2. Quality copy always wins

Following on from our last point: good copy appeals to humans and as a result, will help you rank better in search engines.

Of course, to work for search engines, you need a quality copy with strong anchor text and clearly defined headlines. Since Google’s Panda algorithm update back in 2011 (where many websites suffered a severe dip in search authority) marketers must focus on creating the best user experience possible to rank well. Good copywriting that incorporates keywords both sparsely and naturally is the key to boosting your organic rankings – allowing you to humanize your brand while creating a better customer experience.

3. Optimize your images

Pictures and other images are great for your website.

But you need to make sure they are optimized properly if you want these images to improve your SEO ranking.

I’m referring to factors such as the file format and size.

Huge images can slow your page loading time, which, as I’ve said, hurts your ranking.

Resize or compress your images to optimize them.

You can also use your images to sneak in keywords by naming them accordingly.

For example, let’s say you have a website that sells toiletries or other bath products.

Instead of naming an image something like “shampoo1,” you could name it “best shampoo for long hair.”

You can also strategically use keywords in the title of your image as well as the caption or description.

4. Diversify your links

There are a lot of different types of links you can get such as blog roll links, homepage links, links from blog posts, directory links, educational links, footer links, etc. SEOs have a tendency to build only one, instead of each, of these types of links.

If you want to rank high, you can’t just focus on one type of link building method such as directory links. Instead, you need to get links to your site from blogs, directories, and sometimes from the homepages of other sites. Just make sure whatever links you are building are also relevant as those links tend to have the biggest impact.

For example, with Quick Sprout, I have a variety of sites linking to me. Here is an example of a news site linka sidebar link from a popular blog, a link within a blog post, and a link from an educational website, all linking to my site. The diversification of links coming into the site is what partly accounts for over 50% of my monthly traffic from Google.

5. Integrate Social Media sharing buttons in your posts

Most search engines including Google take the help of social networking websites like Facebook, Twitter, Google+, etc. to determine what reactions a webpage is getting from real users. When you like a link on Facebook, or retweet your favorite blog post on Twitter, or give a post you liked a +1 that means you liked the post, right? Search engines these days give posts with good social reactions more priority in SERPs. A bonus would be increased traffic from those social networking sites for your content. You can implement social sharing buttons on your website and get those advantages.

Bonus Advice: be smart yourself, don’t insensibly trust others

This one is a bit different from the rest of the suggestions but it’s applicable for many new bloggers and site owners. I’ve seen them starting out on knowledge sucking sprees. They try to stuff their brains with as much as random blogging and web development knowledge as possible in as little time as possible. This results in them not sticking to a particular strategy and implementing hundreds and thousands of unimportant and useless things on their sites which not only do no good to them but occasionally also hurt their sites.

References:

Create a Website. (n.d.). Retrieved from https://www.quicksprout.com/ways-to-improve-seo-ranking/.Gaskin. (2019, March 21). 10 Tips to Increase Your Organic Page Ranking. Retrieved from https://digitalmarketinginstitute.com/blog/2017-4-20-10-tips-to-increase-your-organic-page-ranking.Palit, R. (2019, May 16). Boost WordPress SEO – 31 Ways to Improve WordPress SEO. Retrieved from https://techtage.com/31-ways-to-better-wordpress-seo/.

5 Ways to Increase Landing Page Conversions

1. Try a Splash of Color

Improve your landing page by learning from the best and most successful companies. Seek out landing pages that appeal to you and use them as inspiration.

Slack is a perfect and inspiring example of interactive design, beautiful heading, and subheading, hero illustrations, optimizing the call to action for sign-ups, and big footers.

As per Stewart Butterfield, instead of using the marketing and sales techniques to bring the value of their service, Slack team has managed to achieve this through “a good copywriting in the lead-form, quick-loading pages, great welcome emails, with comprehensive and accurate search, with purposeful loading screens, and thoughtfully implemented and well-functioning features of all kinds.”

2. Control Your Visitors’ Attention

People tend to pay attention to everything new and unusual. Customizing important elements in an unusual style, you will highlight them in the eyes of visitors.

Provoke the senses to attract attention with:

People switch from one task to another very easily. To keep visitors from getting distracted and leaving your page, be sure to use active elements and moving parts that will keep them engaged.

3. Make Your Landing Page Ad Specific 

In the case of landing pages, more is better. According to HubSpot companies that increase the number of landing pages from 10 to 15 can see up to a 55% increase in leads. As you can see in the chart below the New Leads Index grows as the number of different landing pages is created. This does not mean everyone should make 1000 landing pages but shows how adjusting keywords, copy and visuals to cater to each campaign increases conversions. 

4. Write headlines that play to emotion

“Chances are that the reader is not going to read every word on the page, but they will definitely read the headlines. You should change and test the copy of your headline, making sure that it is attention-grabbing, clear, concise, and sums up your value proposition”, says Codal‘s Jenna Erickson.

Tamas Torok of Coding Sans runs experiments on her landing page headlines, by creating “some headline variations that trigger emotions. These emotions could be: feeling attractive, assertive, sense of belonging, exclusivity, feeling safe, etc.”

Torok recommends CoSchedule’s Headline Analyzer tool “to check the emotional score of your headlines.”

5. Drive prequalified traffic through ads

Conversion rates are based on the number of people who land on your URL and convert.

It makes sense that these marketers are focusing on referring the right kind of traffic to boost the conversion rates of their landing pages.

“When utilizing pay-per-click to drive traffic to your landing page, making sure that those clicking on it will already be interested in the content is probably the most important part of getting it to convert,” says Noticed‘s E.M. Ricchini.

You can do the same by targeting a specific group of people through your ads.

Only refer people who are actively looking for a solution to the problem you’re solving, and you’re bound to increase conversion rates for your landing pages.

Richard Owens of firstfiveeight.com says: “By implementing a retargeting strategy to display social or Google Display Network ads to a user who has visited the landing page, but not seen the thank you page. […]  This target audience has displayed an interest in the content, and maybe assessing alternative options before engaging with a website.”

He says: “By displaying ads to this audience, you stay top of mind for when the researcher decides to take the next step with a business.”

References:

16 Ways to Improve Your Landing Page Conversion Rates: Databox Blog. (2019, April 3). Retrieved from https://databox.com/improve-your-landing-page-conversion-rate.Miro, L., Miro, L. M. L., Miro, L., & Miro, L. (2019, September 15). 20 Easy Landing Page Design Tips to Boost Conversions. Retrieved from https://optinmonster.com/landing-page-design-tips/.Systems, eZ. (n.d.). 7 Easy Ways to Increase Landing Page Conversions. Retrieved from https://ez.no/Blog/7-Easy-Ways-to-Increase-Landing-Page-Conversions.