Marketing Tactics

Six strategies to improve your search engine ranking

Use these tips to incorporate search engine optimization strategies into your online presence.

Published: October 08, 2014
Updated: February 16, 2017

The higher your web search ranking, the more traffic your website will experience, according to Chitika, an online ad network. The key to boosting your search engine ranking — and thus driving more people to your website — is incorporating search engine optimization (SEO) into your online strategy. Here are six easy ways to do so.

1. Use free tools

Incorporating search engine optimization strategies doesn't have to be expensive. In fact, a number of free tools, such as Google's AdWords Keyword Planner and Wordtracker, can help you track the words and phrases that people use in online searches. These tools can help you find words that are relevant to your product and services, as well as the keywords your competitors use.

2. Target your keywords

Now that you've done some research, it's time to build your website, incorporating the top five or six keywords for your business. By optimizing your site for these keywords, you will attract more search engine traffic. Because each page on your website is slightly different, research and include two to four keywords specific to each page.

3. Increase links to your website

When other reputable websites link to your site, your search ranking improves. It can take time to get others to link to your website, so be patient. Increase your online PR efforts and social media presence to help attract local media coverage.

4. Build your blog

Writing compelling and engaging content on your blog has multiple benefits. First, a frequently updated blog can interest other websites in linking to you. Second, search engines place a heavy emphasis on content-rich pages, so the more you have, the better chance your website will be found in searches.

5. Use social media

Your social media posts are important because they are also included in search engine results. By sharing your blog posts on your social media channels — Facebook, Twitter, LinkedIn, Google+, etc. — you may be listed more often in search engine results pages.

6. Run a pay-per-click campaign

Incorporating a pay-per-click (PPC) campaign can drive additional traffic to your website. In a PPC campaign, you bid on popular search keywords for the chance to place an ad for your business in the sponsored links section of specific search results pages. You're charged when a consumer clicks on your ad. You can also place an ad for your business on another company's website, paying that company each time someone clicks the ad.

PPC efforts can drive additional visitors to your website, and tracking the results of your PPC campaign can show which keyword combinations generate the most consumer interest.

Google says AdWords advertising does not impact organic rankings in the search results and that the two are completely separate. This makes it possible for you as an advertiser to perform well in paid listings and have an ample online presence, even if your website isn't present in the top organic search results.1

As you move forward, stay up to date on evolving search engine optimization strategies and monitor your site's performance. While tracking your free and paid campaigns, make adjustments to find the right formula for your business.

1 "Advertiser guide: working with a third-party partner." Google AdWords.