Align Your Content with Search Intent
Search intent (also called “user intent”) is the purpose behind every search query. Understanding and satisfying search intent is Google’s ultimate priority. Pages that rank on the first page of Google have all passed Google’s litmus test on search intent.
The top search results are blog posts or videos, not eCommerce pages selling oatmeal cookies. Google understands that people who are giving this specific search are looking to learn, not to buy.
There are four common types of search intent:
Informational: A search falls under informational intent when the user is looking for specific information. It can be a simple search like “what’s the weather today?” that provides instant results or something complex like “best SEO strategies” that requires a more in-depth explanation.
Navigational: In this case, the searcher is looking for a specific website or app. Common examples of navigational searches include “Facebook login,” “SEMrush,” and “Amazon.”
Commercial: The intent behind a search is commercial when the user is looking for a specific product but hasn’t made the final decision yet. For example, searches such as “best SEO tools” and “best DSLR cameras” are all commercial searches.
Transactional: Here, the intent is to buy. The searcher has already made a decision to buy a specific product or tool. Examples include searches such as “buy Nikon d500,” “buy Macbook Air,” and “buy groceries online.”
Write a Compelling Title Tag and Meta Description
Your page title and meta description are two of the most important meta tags on your page. Let’s cover title tags first.
Title Tags
Title tags are clickable headlines that appear in search results and are extremely critical from an SEO perspective.
Meta Descriptions
The second most important meta tag on a page is the meta description. A meta description is a brief summary of a page in SERPs it displayed below the title tag.
Optimize Your Images
Images play a crucial role in improving the user experience of visitors on your site. Chances are you spend a lot of time selecting the right images to enhance your blog posts, product pages, and other important pages on your site.
But do you spend an equal amount of time optimizing the images on your site? When used the right way, images can contribute to your site’s overall SEO and boost organic traffic. Below are four things you can do to optimize your images.
Optimize Your Page Speed
If your site takes a long time to load, you are going to have a lot of frustrated users, and your rankings will drop.
There are several free tools that can help you check your page speed, including Google’s very own PageSpeed Insights; you can learn how to improve your Google PageSpeed Insights score here on SEMrush.
Use Internal Linking
Internal links are important because they establish an information hierarchy for your website and also help Google get a deeper understanding of the content on your page. Internal links can significantly boost your rankings when used the right way.
Improve the User Experience on Your Website
Google keeps a close eye on how users behave with your content. As such, user experience is one of the key factors in improving your search rankings.
Page speed plays a vital role in improving the user experience of visitors on your site (see #4).
Here are a few other tips to ensure that users have a good experience when they visit your site:
Use subheadings: Proper use of subheadings (H1, H2, H3) helps Google understand your content better and makes your text more accessible to readers.
Make your content visually appealing: Several studies indicate that visuals help people understand your content better. Use relevant images, videos, and screenshots to illustrate your points.
Avoid using intrusive popups: Popups are not just bad from an SEO perspective, but they also end up annoying your visitors. Since 2017, Google has been penalizing sites that use intrusive popups. So use popups sparingly. If it is absolutely necessary for you to use them to grow your email list, use exit-intent popups, or display them to users who have spent at least 5 minutes on your site.
Use white space: White space is a fundamental aspect of good design. According to Crazy Egg, white space between paragraphs and in the left and right margins increases comprehension by 20%. So consider using white space to make your content more legible and grab user attention.
Include Keywords in Your URL
URL structure is an often overlooked aspect of SEO. A good URL structure provides both users and search engines an idea of what the destination page is all about.
Focus on Getting More Authoritative Backlinks
Despite several changes to Google’s search algorithm and ranking system, Google still considers backlinks to be a key ranking signal. Google recognizes backlinks as votes of confidence.
If your web pages have a high number of backlinks, it increases your chances of ranking higher in search results. As a result, it is important that you focus on building backlinks for your website.
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