Often, companies that have created a website more than 2 years ago (or who have done it internally or who have used a medium quality web site generator like webs, 1and1 Builder …) With a site that does not appear in the top positions in Google results.
Or if it appears in most cases on the second page for the keywords essential to its business. In other words, such a site is almost invisible on search engines. Ranksol offers brilliant case study In this case & there are 2 solutions, either redo or optimize the website to improve its positioning as best as possible.
The best solution is sometimes to redo the site (or even to take a new domain name), but sometimes such a site is well placed on some expressions, and most often the constraints of time and budget push to think about an Optimization of the current site for natural referencing.
So here are 5 tips to improve the SEO of a website without any redoing from A to Z:
1- Add content
This may seem obvious, but the best way to improve its ranking in Google is simply to write more text (with 1 page of text for 1 expression on which to position), and publish new content more often
The principle being that the more pages you have optimized for each one expression, the more you will be visible. For example: currently, your site is referenced by Google on 20 keywords. If you realize 20 pages more on 20 phrases, you can be visible on 5 to 10 keywords in addition, so have more traffic.
Indeed a major criterion to be well placed on Google is an important and regularly updated content. The goal is not to make a page with all its keywords repeated several times but to write 1 page for each phrase or specific keywords
Each page must be created and optimized specifically for 1 expression/keywords: in the HTML page name, in the page title, in the font size (H1, H2 …), in the highlighting fat …)
Attention, not to waste time for nothing. It is necessary to create specific pages only on the keywords that are worth it (= keywords relevant to your site, and especially those that bring traffic), otherwise, you will spend hours for keywords searched only about ten times per month…
Note: it may be relevant to position yourself on keywords with low traffic but with a very good conversion. For example “buy product XyyX” / “promotion XXyy” / “or buy XyXyX in Paris” / …
To identify the potential of each keyword and phrase, use keyword query evaluation tools such as SEMrush to get an estimate of the number of searches on a given keyword on Google
Just type in your main keyword (i.e marketing tips), choose the country, and SEMrush will give you the number of estimated total searches per month for the keyword in question, but also related expressions on the main engines Of research.
Warning Google estimates are really only indicative of a trend, Google never allocates 100% searches to a keyword.
In this example on the keywords “Marketing advice”, it can be seen that this query is indeed N ° 1 (it is, therefore, pertinent to have a specific page), but that another keyword on which it would be pertinent to ” Appearing would be “Marketing consulting” (170 searches), “digital marketing tips” (90) …
Of course, before deciding what to do, you should test your site on each of the most searched expressions.
This optimization is simple:https://ranksol.com/
– If you already have a page dedicated to a keyword/phrase that is important in searches, but for which your site does not appear first in Google, you must write additional text by adding keywords (Note: you must write for the reader NOT for Google, its algorithms would detect the trickery …), or make links from other pages or other sites to this page to make it “go up” in Google.
– If you have a page dedicated to a keyword where you are already in a good position, it is better to do nothing … you risk changing your ranking in Google.
– For important keywords for which you do not have a specific page, you simply have to create it … and make content around this specific keyword (in this example it is necessary to make an article on tips marketing with the keywords “Digital marketing tips” in title, in the text … because it is an important volume and no page of the site is still dedicated).
Of course, you can generate classic HTML pages for each of these words … But the ideal way to generate this kind of content is to create a blog in a subdirectory of the site (ex: monsite.com/blog).
This will strengthen the site with the content of the blog. Your blog should use the “engine” WordPress (it is a CMS, ie a tool to create websites). WordPress is indeed very well optimized for SEO. In addition, add the extension Yoast SEO (free) which will allow optimizing a blog article for an expression:
Indeed if you put it in subdomain (ex: blog.monsite.com) the contribution in articles and in key words will benefit less the main site, still less if you shelter it in another platform (ex: monsite. Blogger.com) because in this case the content of the blog is totally separated from the main site (on Blogger.com the content is not on your site but on an external site).
The second interest of a WordPress blog installed “in” your site is that it is generally very well designed for SEO, and especially that it allows to write very quick text.
The only constraint of this technique is to include in the navigation of the main site your site (ex: a menu “Blog”).
Note: if you do not use a blog, and want to give more important blog with the new HTML pages made for Google (one can easily arrive at 20 or 40 pages in case of optimization on the keywords and Essential expressions), it is enough to use the technique of the pages “editos” (or also called pages “directories” or pages of “reinforcement of content”).
These pages specially designed for SEO must be integrated into the structure of the site BUT in navigation more difficult to reach “naturally” (so that your visitors do not fall on it directly …). Its pages are only very visible on Google to attract traffic, and then you have a chat, a pop-up, a white paper … that captures the prospect’s coordinates.
The technique is to create your content with the phrases on the targeted expressions, then very quickly to send back to your product pages of the site, to the downloading of a book, to a promotion, to a free audit … These texts are generally Not very “exciting” (even if they are relevant), but they are mainly used to attract visitors to search engines (the most classic example is the definition of keywords …). Generally, this kind of page is written by trainees, or even the web agency itself!
Attention: do not forget that these pages must absolutely be linked to the site, that is to say, accessible in the navigation of the site (link in the index.html), and generally accessible via the home page. The trick will be to hide them (ex: a link in the top right in very small, in a menu “site map”, definition, our profession …).
For information, this technique is derived from the technique of the “satellite” pages which had the same objective, except that these pages were not connected to the site itself (hence the name satellite page because not linked to the Web site)
The satellite pages were very popular 4 or 5 years ago, but Google has put an order in all this and has severely punished sites that applied these tricks. This is why it is necessary to make absolutely moderate use of pages optimized for SEO, because one day Google will succeed to identify them, and that day millions of sites (including yours) will find themselves downgraded overnight
Indeed, it should not be doubted that Google already knows how to identify these specially optimized “gateways” pages, which are outside the natural navigation of the site and with texts optimized for natural referencing (repetition of keywords, density …). It’s only a matter of time for the chopper to fall.
That’s why any good webmaster should be careful not to be dependent on this technique and integrate “real” content via a corporate blog (see our article “How to Build a Pro Blog”).
Nevertheless, in the meantime, the effect of this technique is sometimes bluffing: your site can make a surprising leap in the search engines just by creating 3 or 4 specific pages on your website!
2 – Review The Hierarchy Of A Website
Google analyzes websites according to an algorithm. And so the more this analysis will be easy and logical, the more your site will be analyzed by Google. The logic is that if one has an important theme, it follows that many pages of this site should talk about this theme.
And always by being logical, the more pages there are on a theme, the more the page at the origin of these pages “subpages” on this particular theme will be relevant on this same theme. With Google it’s the same: a main / index page on a theme receives all the power of the inside pages that are behind. For example, if one of your main themes is marketing, the more “inside” pages behind marketing declines (e.g interactive marketing, web marketing …), the more your site overall will be considered relevant to the Keyword “marketing” by Google.
This Has Two Consequences:
– Create a main index page with the main theme and then connect as many inside pages as possible that detail the different aspects of this theme.
– Establish a structure that allows reinforcement on the main theme of the inside pages towards the inside pages.
To do this, you must verify that your site respects a hierarchy of “logical” information that Google will understand.
Here is an example
Theme category A1
Content Theme A1 on keywords Xyz
Content Theme A1 on keywords ZZZ
Theme A1 content on EEA keywords
Theme category A2
Theme A2 content on RRR keywords
This way you are sure that Google will “crawl” easily between all the pages, going through all the steps and that it will understand well the main themes of your site …
On the contrary, if your current site is not designed in this way (eg it goes from the index directly to the pages of Content Xyz, ZZZZ and EEE) Google will be lost and will not see the links between these pages and Is your main theme. In practice, this means creating internal navigation pages and reviewing the titles and keywords used (see part 1 of this article).
Note: if you change the structure of the site (delete and add pages …), be careful not to cause disasters … Google and visitors can be lost, essential pages can be lost … You will need to modify the hta.access file with 404 and 301 redirects to tell Google that one page has been replaced) with another.
3 – Generating An XML / Sitemap For Your Website
The Site Map With 2 Utilities:
– Help your users find the topics faster
– Make “up” (= make more relevant) pages with keywords important to your business.
In fact, Google believes that the more a page is “high” in the structure of the site, the more important it is … which is “logical” insofar as logically one begins from the most important to the least important (and thus from the most synthetic to the most full). This is why Google will give a better “notation” to the pages placed first on a site, and on the contrary, will consider the pages “far” (= it must go through 1 or 2 pages to get there) in navigation as less important.
In practice, it is enough to put a page “Site map” directly on the home page and to link to this page the sub-pages most important for you (attention to make a maximum 100 links, and best A, the better … putting 20 to 30 would be a good average). Once the site is well architectured, it is time to redo sitemaps. The Sitemap “explains” to Google all the pages on the site and its structure to make sure that no important page is forgotten during the verification.
To do a Sitemaps, just go to the Google Webmaster tools, the Console, on (www.google.com/webmasters/tools), and specify the address of its sitemaps file.
If you do not have a SiteMap file, you can use tools to generate them. With a WordPress site, the plugin Yoast SEO does it for you, otherwise, you can use dedicated plugins.
Attention to unintentionally duplicated URLs … a classic error is to make a specific URL to measure the rate of return from a partner site and you can place your XML links (e.g: https://bil.ranksol.com/old_ranksol/sitemap.xml). A specific direct page with a different content which will display your complete website internal pages
4- Optimize The Titles And Tags Of The Pages
The content of each page must be specific with an optimization:
– The name of the HTML file: the file name must say something and contain the keywords that characterize it. Do not name her page “product1-bleu.htm” but rather “cream-day-lavender.htm”.
– The title of the page: the title tag must be unique for each page (between 5 and 10 words, and less than 100 characters!). Remember that you must write headlines for readers (and not for Google) and that phrases of more than 10 words in real life are rare, so do the same with your page title!
Note that if words from / to … do not count in words, but they count in the number of characters. Of course, to facilitate the work of Google, you must put the title tag as high as possible (below the HEAD tag).
– Content / Keyword Tags: put only a few keywords, even if they are less important in Google ranking. It does not take much time, and it’s always better to have consistency throughout the HTML page.
– The link anchors must contain the keywords for the pages that concern them.
For example, if you add a link to a page that contains DJ decks, do not put “Deluxe models” but “High-end DJ decks” as the link text. A classic error is to put a “click here” link to get to a page.
It should also be noted that the keywords in these links also characterize the pages that relate to them. For example, if Google sees a link marked “marketing tips” he will understand badly that the related page talks about sports cars. Now, it will sometimes be more relevant to put important keywords like “business marketing consulting”.
– Alternate Text Of Images And Links: these texts are also to be filled (ALT Text) with information on the theme of the page and description of the image. It is also important to review the images because for now, Google knows how to misinterpret this data. They must, therefore, be deleted and replaced by text (e.g replace an array in an image by an array in HTML, put menus with text and not picture buttons, …).
In the case where images are not replaceable by text (e.g animation), at least the explanatory text must be duplicated below.
5- Get Back-links From Relevant And Influential Websites.
The first thing to remember is that getting links from directory sites or sites unrelated to your business is a waste of time. You will run out for sites with little traffic or links that are rated as unimportant in Google. You should, therefore, focus on influential sites (and where possible in influential sites in your field of activity).
This can go through a quote in the most influential blogs, have a link on the sites of its partners and clients but beware, it is necessary to remember that a webmaster has no interest in exchanging links: the link exchange to go is penalized by Google, and also that a reciprocal link has much less value in the eyes of Google than unidirectional link (= a site links to you, but you do not do anything).
Ideally, you have to make sure that it is your products/services or your blog articles that naturally attract webmasters to make links to your site.
Nevertheless, there are other solutions to get these valuable back-links:
1- Publish interesting news about social media like Twitter, Facebook, LinkedIn … (but your content must be interesting and high value-added to relay)
2- Establish a partnership between an influential site in your sector.
3- Use the affiliation technique to get links from many small sites (the small streams that make the big rivers).
4- Intervening / Questioning in forums and blogs
5- There is also the technique of reverse backlinking to increase the credibility of your page by making an external link to a reference site. : It is simply making links from its site to sites known and recognized for their quality. For example, to make links to Wikipedia, Google, their moderators, and administration … will value your site and therefore you will be better rated by Google.
— Getting too many back-links too fast leads to a penalty by Google.
— ask your partners to link to the specific topic they need to talk to (not your home page). Also, remember to ask them to name this link with the keywords on the topic of your site.
Bad example Official website
Good example contact us page
— Some sites offer to exchange links by putting forward their Page Rank … Do not fall for the Page Ranking, it is only for information, it does not give the true value of the quality of the link.
— Putting a text link has more value than an “image” link (= one clicks a button to get to your site).
— The more a link is placed high, the more relevant it will be … so ask that it be at the top of the page and not down (classic error: put the link in the footer of the pages that are present dozens of times On the pages of the site).
— Getting 50 links with the same site is useless … 1 high authority link at any website with great Page and domain metrics would be enough to rank your business website or keyword.