A modern, user-friendly website and, above all, its discoverability via search engines is playing an increasingly decisive role for B2B companies. After all, customer acquisition is increasingly taking place online.
For many companies, however, search engine optimization (SEO) still comes with many question marks. In this article you will learn how you can improve the Google ranking of your Internet presence with simple means.
Page Ranking Google: Why the Google ranking is important
Successful online marketing is now a prerequisite for sustainable business success. The reason for this is that if you want to know something today, you ask the Internet. More pecisely, the “Internet” in the vast majority of cases means: Google.
When you start a search on Google, the search results are based on a complex algorithm. Based on a wide variety of factors, this algorithm decides which website is displayed in first place, second place, etc. in the search results.
For the success of your business, it is of course essential that your company website appears as high as possible in the Google ranking.
Since the more “visible” your website is, the higher the chance that potential customers will become aware of it and get in touch with your company.
How to improve your Google ranking
Are you an entrepreneur and want to push your website successfully to achieve an optimal Google ranking? With our 5 tips, you can easily do this; even without prior SEO knowledge.
All tips to improve your Google ranking at a glance
Define search terms
Create user-friendly content
Set meaningful links
Keep the user interested
Always stay up to date
1. Define search terms
In order for Google to recognize what the content is about and to spit out your website as a search result for corresponding search queries, keyword research is essential.
Think about what keywords (search terms) your potential customers would type into Google to get to your website.
Once you have defined the most important search terms, use them specifically in your web texts. Since Google does not rank your entire website as a whole, but each individual sub-page, the rule of thumb here is: Use a different keyword on each sub-page, ideally 1-2 keywords per sub-page.
But be careful: less is more! Make sure to include the keywords legibly in the text and avoid so-called “keyword spamming”.
2. Create user-friendly content
Whereas a few years ago web texts were stuffed to the point of illegibility with keywords, today the motto is: quality before quantity. Nowadays, Google values user-friendly, informative and, above all, unique texts.
For example, think about questions that potential customers might have for you and your company and answer them in your online content.
Use synonyms for your keywords to offer more variety, and generally make sure your content is highly informative
Nothing annoys users more than wasting their time on a website that offers no added value.
In addition to the content, you also score points with Google with well-structured texts. Use line breaks and paragraphs, format titles and bold the most important terms to make reading easier for the user. Visual breaks in the text, for example in the form of lists, quotes or graphics, also ensure user-friendly readability.
3. Set meaningful links
Especially if you have a multi-layered website with many individual subpages, you can't avoid internal linking. In particular, you should use the home page to link from there to the individual sub-pages. For example, a listing of your most essential products / services is suitable for this, which you can then link to accordingly.
Keep in mind that links do not only help the reader to find his way around your website. Google also combs through your website with so-called crawlers at regular intervals.
The best technique is creating pillar pages, a structured way to cover your industry topics in several articles. With pillar pages, you position your company as an expert in your field.
The better the reader gets from A to B on the page, the greater the likelihood that all sub-pages are actually read and taken into account in the Google ranking and that your online marketing is successful.
4. Keeping the user engaged
How long does a visitor stay on your website? How high is the bounce rate? These are significant ranking factors that you should never underestimate.
If, for example, an above-average number of users immediately leave your website, Google assumes that the website does not offer any added value and that users did not find what they were looking for. In the worst-case scenario, Google will rate your website as less relevant, which will, of course, be reflected in the page ranking.
Therefore, make your website inviting and informative. Give the user good reasons to stay on the website as long as possible, such as an appealing, clear design, good usability and useful content (see point 2). On the other hand, avoid a convoluted page structure and too much advertising, which discourages rather than invites the reader.
5. Always stay up to date
Only websites that are regularly maintained, revised and kept up-to-date offer added value from a search engine perspective and are rewarded with a successful Google ranking.
For example, publish small news or blog posts on a regular basis to show Google that your website is both informative and up-to-date.
But again, less is sometimes more! Avoid too frequent changes to your website, especially to the content. After every major change, it takes a while for Google to recognize and evaluate it. Too much impatience tends to have a negative effect here.
Search engine optimization is a science in itself, but it's not rocket science. Moreover, with the consideration of a few simple tips, you can improve your Google ranking.
Thoughtfully integrated keywords, informative and unique content, helpful links, user-friendliness and topic specialization, are measures that you can easily implement yourself, and you can use it to optimize your B2B website.