How to Boost Search Visibility and Influence Your Ranking in 2021

How to Boost Search Visibility and Influence Your Ranking in 2021

You’ve probably asked yourself, why your website isn’t visible on Google search results. Sometimes determining the cause of an SEO exposure loss is simple. To get great search visibility, you must first grasp search engine algorithms and then design a solid strategy based on the knowledge you gain.

First of all, what is search visibility?- It is a ratio of the actual number of clicks you are getting to all available clicks you can ideally get.

Search engine visibility is usually mistaken for SEO traffic. Let’s break down the difference between these two. SEO visibility is expressed in percentage. Search traffic is simply the number of clicks you are getting. Search traffic can experience an EBB flow while SEO visibility remains steady – not the other way around.

SEO visibility vs SEO traffic

What does search visibility have to do with a ranking position? They are interdependent. Search engine visibility is indirectly based on ranking position.

Low search visibility means that you are getting a few clicks indicating that people struggle to find you among the first search results. If your ranking drops, so does the search visibility.

SEO visibility gives a whole bunch of insights on what needs to be optimized to increase your search engine ranking.

6 Simple Tips to Improve Organic Search Visibility on Google

Google algorithms are top-notch. They evolve by learning from users’ online activities. The learning process is always mutual. Marketers strive to figure out what needs to be done to enhance visibility on SERPs and boost the chances to increase ranking position.

Here are 6 tips you should know to improve organic search visibility:

Insert internal and external links

Building backlinks to your site is one of the two vital ranking factors for Google. Hyperlinks to your web pages indicate that the content is high quality, relevant, and brings value for those who linked to it. There are two types of links – external and internal ones. Both significantly impact page position in SERPs which directly leads to increased search visibility.

Internal links are links from one page to another on the same domain. They pass page authority to less visible pages and help search engine bots easily navigate across your website.

By grouping pages into topic clusters, you can easily determine which pages should link to each other providing relevant and valuable information for prospects.

External links are links to other website’s content. These are used when you want to show readers that you’ve done some research. And to support your claims you link to authorized quality content. The rule “quality over quantity” applies there too. It is better to be linked by a few lead websites in your industry than a bunch of suspicious ones. 

The process of link building is relational, strategic, and takes some time. It builds a sense of trust, respect, and gratitude from both points of view.

Optimize meta tags

meta tags examples

Having a page optimized for meta tags positively affects Google’s crawling and indexing behavior. Even though they have no direct effect on a page’s SEO visibility, meta tags improve click-through rate driving more traffic. The tags down below are basic and help provide a better user experience for visitors.

The heading structure consists of different levels which vary from H1 to H6. Each level corresponds with proper importance: H1 heading is essentially a page title when H2-H6 subheadings represent additional sections. Make sure your keyword fits naturally in the heading. Otherwise, it is better to focus precisely on describing the page’s content rather than have the heading exactly match the targeted keyword. 

Headings structure

The title tag usually matches the heading tag. This is a common practice. Effective title performs well both on search results and the page itself. Take note that long titles (above 60 characters) get cut off on search results so you may consider creating shorter versions to be entirely seen.

A meta description is an HTML code that briefly provides information about your page. It increases clickthrough rate and visits from organic search. When creating a meta description aim for around 160 characters, include 1-2 keywords, and use hyphens if necessary.

To see how your search result will appear in SERPs, try using preview tools or simulators before publishing.

Create a sitemap

An XML sitemap is a file of code on your web server that helps Google discover, crawl, and index essential pages quickly. It is a list of relevant website URLs. By providing information on the structure of your website, sitemap makes indexing easier which increases your chances for updating the page’s rank faster. A sitemap contains details on when the page was last changed, expected change frequency, and priority tag – page’s level of importance.

To make search engines find a sitemap you need to submit it to Google Search Console. After the search engine successfully crawls a file you can access the report to see which pages were indexed and which were excluded.

Check your URL structure

Url stands for Uniform Resource Locator and is a special address of the resource on the Internet. A URL consists of protocol, domain name, and path. One of the best practices to optimize web addresses is to use the HTTPS protocol. It is a secure version of HTTP, which means that the information on the page is encrypted.

An SEO-friendly URL might look like that: https://rgray.io/blog/the-one-and-only-brand-platform/. The URL features the main page keyword – brand platform – explaining to both Google crawling bot and the reader what it is about.

Use short and descriptive URLs. Thus people will immediately understand what the page is about before even visiting it. It not only improves user experience but also helps Google understand what your page is about.

Yet often overlooked, an SEO-friendly URL is essential to any online promotion strategy.

Provide mobile friendly design

mobile friendly design

Is your web page mobile friendly? 

Did you know that mobile devices have taken the lead at 55 percent of the market share beating desktop users by 42 percent according to the latest data? We can conclude – creating a mobile friendly website is a critical factor in mobile content strategy. When optimizing a page for mobile format pay attention to text size, spacing, and matching with the original design on other devices to avoid confusion. 

Implementing responsive design lowers bounce rate and increases page view per visit.

Apart from this, the loading speed on mobile devices should be a major concern too. Load the images exactly in the same size they will be displayed on the page and compress them to reduce weight.

Focus on long tail keywords

Even though long tail keywords embrace less search volume they tend to have a high conversion rate. Consequently, it helps to target visitors with a more specific search intent reducing traffic that isn’t focused or committed to your services.

For instance, keyword marketing embraces a broad topic and is extremely competitive. You have nearly zero chances to be seen at all. Content marketing strategy for b2b will bring less traffic but will have a high conversion rate. 

According to the search demand curve, long tail keywords are used in 7 out of 10 cases. They make up a majority of all search queries and become inevitable through the evolution of the buyer’s journey.

Lower competition equals lower costs. Undoubtedly, when promoting a product or service by paid advertising, identifying long-tail keywords with low click-through rates seem more appealing for your budget and ROI.

How to calculate your search visibility score?

Search visibility score (also website visibility score) is a metric that defines what percentage of all possible organic clicks you get. There is no such thing as a perfect visibility score. It hugely depends on the website’s niche and the industry’s size.

search visibility score

Visibility scores vary from 0% to 100%. 

0% search visibility means you have no pages ranking in the top 50 search results.

If your website is 100% visible – it takes all the spots in organic results – the traffic for a given keyword is all yours.

As reported by online ad network Chitika, over 33% of clicks are received by the top 1 search result in comparison to the second spot with 18% of traffic clicks. It doesn’t surprise that as we move down the SERPs the traffic decreases too.

Organic CTR rate change

So your biggest goal will be to achieve as high a search visibility score as possible.

A sudden drop in SEO visibility score indicates problems you should overcome in the early stages. Overall, the metric helps a lot when analyzing SEO performance. You are getting insights not just from raw numbers but from correlations and traffic share proportions.

Conclusion

We hope our collection of SEO technical practices and on-page optimization attributes helped you detect, examine, and improve your search visibility metric a little more. Use it to make constructive decisions that would enhance your digital presence. 

To be honest, when your website is experiencing a visibility loss you are ready to do anything to figure out what’s going on. It is a very stressful situation that allows you to review the page optimization strategy and create a solid one to enhance a search visibility score. Remember to mostly focus on users but be aware of search engine needs altogether.

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