Let’s take a look at some key tips for improving your SEO rankings in Google in 2020.
Google have been tight-lipped about their algorithms since the search engine first launched. The SEO industry is a success story in educated guesswork. In fact, the only advice they’ve ever given is ‘write great content’. In their defence, most Google algorithm changes have been aimed towards making the search engine better at judging this – but it’s certainly been a work in progress.
With the rise of machine learning, however, Google can reliably claim to be having some success analysing the deeper, semantic value of a piece of content. Increasingly, the algorithms are geared towards analysing content based on its ability to fulfil ‘the semantic intent of a user’s journey’. To debunk the jargon, this means keyword targeting is going to become increasingly less important, in favour of content that genuinely solves problems and answers questions.
Increating high-quality content, you can drastically improve your website rankings. This is because high-quality content boosts the likelihood of users spending longer on your pages. It also tends to lower the bounce rate on your site and – most importantly – provides value for the user. In providing value for your audience, you will improve the chance of repeat visits to your site.
Ensuring excellent on-page optimisation is a crucial part of improving your SEO rankings. To achieve this, you will need to consider:
A simple step that you can take to improve your SEO rankings is by switching from HTTP to HTTPS. Since 2017, Google has flagged sites as ‘not secure’ if they aren’t under HTTPS. HTTPS provides users with 3 key layers of protection:
Authentication – which prevents ‘man in the middle’ attacks and provides a guarantee that a user is communicating with the exact website they intended.
Encryption – which provides privacy by encrypting the exchanged data, in turn ensuring that conversations will be kept private and information will be kept safe.
Data Integrity – which prevents data from being secretly modified or corrupted during a transfer.
Google have always said that their first priority is the user, and content that best serves their needs will always perform the best. Despite their intentions, this hasn’t always been the case – and it’s taken many years to get to the point where the algorithms are intelligent enough to properly deduce the best content for a user’s search query.
A great way to improve the user experience and boost your SEO rankings is to help users find what they are looking for with ease. You can achieve this by ensuring that your website has good architecture and navigation. After all, the more appealing a site is to your users – the more appealing it is to search engines.
To improve site architecture, it’s important that the hierarchy of your site is logical. The navigation and structure should make it easy for visitors to access the information they are looking for. Information should be readily available and the design of the website itself should be simple. Complex structures and ambiguous signposting can put visitors off and cause them to click off your page.