Moving on from Organic Rankings?

Move-beyond-organic-ranking

Creating The Best Content for Your Site: 2019 Edition

As an SEO agency, much of what we do day by day is help clients get their websites ranking better on the organic search results pages. These are the typical search results which most web users choose most often, compared to the sponsored, or paid adverts at the very top of the search page. The problem many of us are finding now, is that Google is changing the search results page so much it is almost unrecognisable! The section for genuine organic search results is getting smaller and smaller now Google is trying to match user intent with the best results. Because of this, we need to start thinking about how we can occupy more of the search results page – beyond the organic results!

Featured Snippets
Featured snippets are definitely not a new thing, but they are in a great position – coming up above all the search results makes them a popular spot for most businesses. There are various clever ways to get your site into this area:
  1. Ensure your content answers your users’ questions – question based content is almost a sure fire way to get into the featured snippets, especially now that more of us rely on voice search.
  2. Format your content to allow Google to easily snip bits of it for the featured snippet: short paragraphs, tables and graphs are popular.
  3. Think about the size of a snippet. It is normally quite short, so aim for your snippable content to be around 40-60 words long.

Schema Markup
Schema markup can help your site to obtain some of the SERP features. Find out more about using schema correctly here.

Sitelinks Optimisation
Sitelinks can take up a fair bit of space on the results page. You can encourage Google to display these sitelinks by ensuring your internal linking structure is logical. Check that your most important pages have links pointing to them from other pages of your site. This not only helps users to navigate your site, but it helps the Google bots to crawl your pages more easily! We have a couple for SEO Moves…

Videos are Surprisingly Powerful
The content is always going to be an important part of your site, but most users still would prefer to watch a short video than read reams of text! We all know how easy it is to get sucked into a YouTube vortex… Videos are a great way to boost your dwell time (the amount of time users sit on your site) and Google happily displays videos for suitable search queries.
  1. Some options for adding in videos to your pages:
  2. Short brand videos and product demos
  3. Educational videos about how to use your products
  4. Live webinars or interviews

You can help people to find your videos by ensuring you include relevant titles and rich descriptions along with transcripts for your video – this helps Google to understand the intent of the video. Exact keyword matching works well for videos, as you will see on YouTube for instance.

Update Google MyBusiness
Schema markup can help your site to obtain some of the SERP features. Find out more about using schema correctly here.
  1. Publish on Google posts the same way you would on Facebook
  2. Add in your own questions and replies on the Q&A section
  3. Upload and update images and videos
  4. Complete all the categories – there may be some new fields if you haven’t updated your information for a long time!
  5. Encourage users to leave positive reviews on your Google post

By implementing a few of these ideas, you could soon see your website featuring more prominently on the search results page, sometimes even above the organic rankings! Let us know how you get on with your changes…
About the Author

SEO Moves are a specialist search engine optimisation agency based in Leicestershire. Our team of specialists are well versed in all elements of web marketing, such as website design, web development, social media, pay per click and many more.

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