Tips to help your content perform better in search engines

Thu, 30/01/2020 - 16:50

By now, all companies should know that search engine optimisation (SEO) is a marketing tactic that helps websites to rank higher on Google Search Engine Results Pages (SERP) through organic traffic. The process is more complex than just adding keywords, so, the deep stuff needs to be left to experts to handle.

As a marketing manager, you need to keep tabs on the changes in the SEO industry and discern what they mean for your business. That way, you’re more inclined to make decisions that will benefit you in your quest for success.

The year 2020 calls for a few changes and new upgrades for your website. All of this is possible if you integrate these ranking tips. You also stand a chance to rank better if you pivot away from using ranking tips that are myths, as that will only derail your goals.

So far, we know that Google’s search algorithm considers over 200 ranking factors when ranking a webpage. So, using outdated ranking factors is an easy way to ensure that you never make it to the top of the SERPs. We’re talking about things like keyword stuffing here, which has been outlawed by Google a long time ago. 

To avoid this, you’ll need to pull up your digital socks and read on to find out what’s happening in the world of ranking.

Create value-added content for your readers

Google uses a ranking guideline called E-A-T, which stands for expertise, authoritativeness and trustworthiness. So, while it is important for your website to have quality content, it’s become more important for the content to provide value to the target audience. 

Google determines the value of a website’s content by looking at whether the content is written by a person who is an expert on the topic they’re writing about. If the person is an expert, then Google will view the author and your website as a reliable source. 

If you’re a digital marketing agency in Cape Town like us, for example, and the content you have on your website is written by your team experts, Google will pick that the content is written by an expert and will consider that when ranking your website. 

Incorporate visual assets to your content

While we’re still on content, visual is taking over more and more. Chances are 2020 might be the year where we see this in full action. Visual content refers to anything from infographics, videos, screenshots, images, GIFs and memes. 

If you think about social platforms like Twitter, Facebook, Instagram, YouTube and the latest new kid on the blog, TikTok, you’ll notice that they’re visual-based platforms. They garner more engagement from targeted audiences because of the visual aspect. 

Hubspot found that consumers actually wanted to see more video content from the businesses they support. It also found that infographics can increase website traffic by up to 12%, which will indirectly boost the time spent on each page. 

Make use of reputable links in your content  

Google cares a lot about links. If other webpages are linking to your website, Google sees that a stamp of trust. It tells it that other, well-esteemed websites identify your website as an equally authoritative website with trustworthy information. 

Moz put it simply: if other pages are linking to you, Google assumes that your webpage is an expert in the topic and thus, gives your website an opportunity to rank higher. 

There’s this myth in the industry that suggests that links from .edu/.gov domains help you rank way better than other prominent websites. Not true! In actual fact, they don’t do anything special that other reputable websites are not doing.

Improve your content to earn featured snippets 

A ‘featured snippet’, in simple terms, is the result that pops up on Google when you search for something. It comes in a box-like format, which always starts with information before a link to the website. You’ll know it is a featured snippet because it literally says so at the end of the box. 

Why are featured snippets important? Because a website that sits on the featured snippet is discovered easily. Quality, value-added content on your website and how you structure the content are important factors that could get your website on that information box.

Final words 

An SEO company in South Africa which doesn’t know that ranking factors that worked today, may not work tomorrow, is not paying attention to Google. So, investing time on checking updates and changes regularly will save your business time and money. 

This fact becomes tricky to grasp for businesses which are not working with any company which offers SEO services in South Africa. We, at Rogerwilco, are  SEO experts who are focused on not only reaching your business goals but also to help you become a leader in your field. 


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