Putting Advanced SEO Techniques to Work for Your Business

Search engines like Google are always changing their search algorithms to give users better results and make them happier. That means marketers need to use better search engine optimization (SEO) strategies to get better rankings and revenue.

An experienced SEO agency employs cutting-edge SEO techniques to assist businesses in dealing with ever-changing search algorithms. Let us focus on these top tactics:

• Re-optimizing outdated content
• Removing thin content
• Focusing on Google RankBrain
• Creating a mobile-focused site

Let us dive into the details.

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Re-optimizing Old Content

Content is king, but old content is a liability. It gets low traffic and poor conversions, thus affecting your site metrics such as bounce rates, session duration, page views, and more. Also, stale content can affect user experience, an essential ranking factor. Fresh and valuable content is always something people look forward to reading.

Find old content by checking your pages’ organic traffic or conversion metrics in Google Analytics. You may also use Google Search Console impression and click data for your pages. Using an SEO tool like Ahrefs for keyword rankings on your pages can also help. Content that is at least six months old should be re-optimized.

Follow these tips to re-optimize your old content.

• Perform page audits. Once you find old pages, review these for outdated content. Focus on title tags, internal links, and descriptions.
• Update internal links. Follow every internal link from your old pages and update them. Do the same thing: check title tags, descriptions, and links.
• Rewrite old content. An old page that had a significant engagement in the past deserves a rewrite. Add new data or update old stats. Add new information, infographics, videos, or podcast links.
• Arrange your content more efficiently. Use content creation structures like pillar pages and cluster topics to optimize content for your audience and search engines.
• Check products and services. You may have discontinued products or services, but their pages remain on your site. Find these pages and remove them or update them. Focus on outdated specs, prices, reviews, etc.

Removing Thin Content

Thin content is any page with only 250 words or less. This could be doorway pages, affiliate pages, or duplicate content. These pages may have given information or data in the past, but you need to do more to keep your audience interested.

Google also prioritizes sites that provide valuable content. It views thin content as a page that provides very little value or no value at all. So, removing thin content gives you a better chance of ranking higher because Google pays more attention to long-form, value-packed content.

Long-form content could be guides, white papers, trend reports, and case studies. They could also be video content that is longer than 10 minutes. This could be video podcasts, webinars, and brand films. When you decide to remove thin content,

• Perform a website audit first. This assists you in your search for thin content. Use an SEO crawler to find pages with low word count and list them in a spreadsheet.
• Review your list. Decide whether you want to remove or update your thin content.
• Redirect deleted thin content. This is a matter of updating your HTML; you may ask a site developer to help redirect your deleted pages.

Focusing On Google RankBrain

RankBrain is a machine learning (ML) algorithm that understands how people behave toward search results. This Google algorithm can tell if a user clicks on your site and exits or if they come back to check your content. For example, a user clicks on a site about vegan recipes but immediately exits after arriving on a page showing meat recipes.

If you don't make content that is relevant to your users, Google may lower your position on SERPs (search engine results pages). RankBrain is currently one of the most advanced ranking factors. Overlooking RankBrain can make your rankings suffer. Optimize for RankBrain by

• Improving your click-through rate (CTR). This is the main focus of RankBrain. CTR is the percentage of clicks that your page gets. Optimize CTR by improving your headline and copies, including focus keywords in your copies, using images, and engaging call-to-action (CTA) messages.
• Ensuring your title tag and meta descriptions align with your content.  Review your content and make sure that this provides answers to user issues or has the same intent as your title tag and meta descriptions.
• Including power phrases in your title tags. These words evoke a positive response or show a sense of urgency. Examples are free, exciting, new, improved, essential, and incredible.

Creating a Mobile-Friendly Website

Almost half of web traffic is from mobile devices. This means people are now using their mobile phones, tablets, and smartwatches to find what they need online. People rely on accurate and helpful information, from directions to a local store to looking for flight schedules.

Google recognizes this growing need for information, which is why it has adopted a mobile-first approach to reviewing and ranking sites. Google bots crawl and index sites, and they view your pages from the perspective of a mobile device. If your site loads slowly on mobile or your content does not show well, Google may penalize your site, negatively impacting your ranking.

Start optimizing your website for mobile by using an SEO tool like Google’s Mobile-Friendly Test tool. This can test how efficiently a user can visit your page on a mobile device. Follow these tips to help you improve the mobile friendliness of your website.

• Enhance your site speed. Improve mobile site speed by reducing HTTP requests, optimizing images, and minifying your resources like CSS. HTML and JavaScript.
• Make use of structured data. This helps Google understand your pages and improve site visibility. The Google Structured Data Markup Helper tool can help you implement this strategy.
• Avoid pop-ups or Flash. These can interrupt the normal functioning of websites on mobile devices.
• Adopt a simple web design. This makes your site more readable and your content more digestible on mobile. Use large fonts, keep your buttons large enough to push on mobile, and compress your images.

Summing Up

Advanced SEO techniques like re-optimizing old content, getting rid of thin content, optimizing for Google RankBrain, and making a site that is focused on mobile can help your site rank higher on SERPs. As search engines change their algorithms, your site needs to be ready, fully optimized, and up-to-date for your audience.

Find out how advanced SEO techniques can boost your business's online presence. Contact SEO experts at Digital Authority Partners today.