There's no getting around it: if you've landed here, you understand the importance of web positioning for any digital strategy. And while it's not the first time we've illustrated this with data, today we bring you more: according to a study conducted this year by Ignite Visibility, the first link appearing in Google's search results captures 44.64% of clicks. The top three positions account for 60% of all clicks. Therefore, every company must adopt strategies to improve its indexing.
While there are no magic formulas, we want to help you with some simple SEO positioning tips that will improve your website's visibility. We invite you to browse them (and, of course, put them into practice).
Tips that Help SEO Positioning
While many other variables need consideration to give any site more prominence, here we summarise some related to on-page SEO that can be easily implemented. Take note!
1) Optimise the Title Tag
The title tag is the link displayed in search engines (i.e., the link a user clicks to access the corresponding page). To make this element even more effective, include a relevant keyword. Try not to exceed 60 characters and, most importantly, write an attractive title that summarises the web page's content in a single sentence, without special graphic symbols, as these hinder Google's bot. If you want to find out which keywords are most interesting for your website, try these free keyword research tools.
Another recommendation: to ensure the title's length is appropriate, you can use the resource Totheweb.com.
2) …and the Meta Description
The meta description is the text that appears in search engines below the page link. To be effective, it must attract users' attention, include appropriate keywords, and encourage the user to click the link to access the web page. Its maximum length is 156 characters with spaces, although it is advisable not to exceed 147, as some symbols and words — especially those with accents — take up more space than is visible at first glance, as seen in the HTML code.
3) Use Titles and Subheadings
When writing content, include a title element marked with the H1 tag, as well as subheadings, marked with the H2 and H3 tags. Although it is also possible to create other categories with H4, H5, and H6 tags, these have virtually no weight in terms of SEO.
This not only improves website readability but also helps search engines categorise and position content better. For this reason, it is advisable to repeat keywords in titles and subheadings.
4) Write for and to Users
Since the advent of the World Wide Web protocol and the first search engines in the 1990s, search engines set the rules for writing content online. However, Google's birth in 1998, whose market share today hovers around 94% in Western countries, marked a new era. The tech giant wanted to curb keyword over-optimisation and practices known as black hat, imposing a new commandment: write for the user.
Thus, to help Google positively value a page and give it more visibility in its search results, it is important to offer interesting, quality content that is valuable to internet users, written in natural language and incorporating the keywords for which the website wants to rank (especially in the first paragraph). If you want to check if the written text includes the most appropriate keywords, we recommend using the Ryte.org tool.
5) Incorporate (and Optimise) Images and Multimedia Resources
Increasingly, web design tends towards minimalism and, above all, gives greater prominence to images. In this way, in addition to attracting users' attention, it benefits readability and makes the website more aesthetically pleasing, thus encouraging an increase in dwell time (a variable, by the way, that Google considers when indexing its results). Finally, ensure the robots.txt file allows search engines to read it.
Furthermore, adding photos and videos is a positive element for search engine positioning. However, for these to be truly effective, the file should have a name related to the page's content, incorporate secondary text or alt text (an HTML attribute), and not be too large, as excessive website loading time can penalise it in terms of SEO positioning. A photo that is not too large always indexes better.
6) Include Internal Links
Whenever possible, add links to other pages on the website. By facilitating navigation, this resource can be a good ally in improving the bounce rate (i.e., the volume of users who leave the website after having consulted only one page). This aspect is not trivial, as this is another indicator Google uses when displaying its search results. In fact, a too-high bounce rate can harm good indexing, as the search engine interprets it as due to a lack of relevant content.
7) Create Semantic and SEO-Oriented URLs
In the page URL, avoid meaningless alphanumeric combinations, replacing them with semantic content as similar as possible to the page title. The main keyword should be included. Prepositions and conjunctions should also be removed, as their importance for SEO is low. Thus, the web page containing the article "Steps to create your website" should have a URL similar to the following: www.b2-performance.es/pasos-crear-pagina-web.
We Help You Improve Your SEO Strategy
If you have further questions or would like us to help you implement your SEO actions, contact us or call us on (+34) 93 532 93 78 or (+34) 654 20 61 16. At B2 Performance, your digital marketing agency in Barcelona, we will accompany you through all phases of the process, ensuring your website achieves maximum visibility on Google. As always, we will be delighted to assist you.
