Rachel Ziv

How to rank better on Google

Instantly Improve Your Website’s Search Ranking

Search Engine Optimisation

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Instantly Improve Your Website’s Search Ranking

I’m always astounded by the number of businesses who rank poorly on Google, particularly for their own business name. Especially when I’ve heard about their product or service via an expensive ad campaign, then can’t find their website anywhere.

Achieving a good search ranking is not difficult, and the payoff is well worth your time and energy.

Forget what you’ve heard about SEO (Search Engine Optimisation) costing a fortune and taking years. The basics are often enough to get you ranking at the top of Google for a number of search terms – and you can do them right now.

Follow this process to instantly improve your search ranking…

Put yourself in your customer’s shoes.

When they need to find a product or service like yours, what words do they type into Google?

First, they might search for your business name. Especially if they’ve heard about you from a friend or seen an advertisement you’re running.

Second, they might search for your product or service type. “Accountant”, “Interior Designer”, “Hairdresser”, “Optometrist”, “Craft supplies”, “Organic dog food”, etc.

Third, they might search for your location. “Canberra”, “Sydney”, “Manuka”, “Belconnen”, “Wollongong” and so on.

If this is how your potential customers are searching, then this is what needs to be on your website so they can find you.

But where do you put these words? Do you really need to plaster them all over your site for people to see?

Absolutely not. In fact, the best places to put them are where potential customers can barely see them:

1. Your page title
2. Your meta description
3. Your alt descriptions

Page Title

The page title is the single most important element to achieving a great ranking.

You may need a web developer or an SEO copywriter to help you locate the page title for every page of your website. On Wordpress sites, you can usually change these quickly and easily via a plugin called “Yoast”.

Your home page title should be: Your Business Name | Your Product or Service Type, Your Location

For the other pages on your site, think about the other key words your potential customers might be using to try and find you.

For example, if you have already used “Accountant” on the home page, use “Financial Planner” on the Services Page, and “Tax Agent” on the About page.

Identifying a specific location helps you get a better ranking – and target a far more specific audience (which generally leads to more conversions).

Here is an example of an accountant’s website, with proper title tags for every page:

Home: MY Accounting | Accountant Belconnen | Financial Planner Belconnen

About: Bill Bob, Accountant Belconnen | Tax Specialist Canberra | MY Accounting

Services: Tax Accountant | Financial Auditing | Tax Returns | MY Accounting Belconnen

Industry News: Business Advisory | Tax and Auditing | MY Accounting Belconnen

Contact: Contact MY Accounting | Best Tax Agents Canberra

Meta Description

Some SEO experts say that meta descriptions are worth nothing in SEO. I don’t believe this. Any instance where you can add keywords to your website is beneficial. And for a potential customer to want to click on your website and choose you over 10 others, they want to see their own keywords inside your description – because then they know you're offering what they’re searching for.

Crafting a great meta description requires a little bit of creative copywriting, which you can do on your own (or hire a pro copywriter).

You want to incorporate your top keywords, along with a friendly invitation to visit your website.

This is the accountant’s Home page meta description:

MY Accounting in Belconnen specialises in quality, affordable tax and accounting services to help you get a better tax return, manage your finances and profit from your investments.

Write one like this (with a slight variation) for every page of your site. For Wordpress sites, the meta description is also available to edit via the Yoast plugin.

Alt Descriptions

In my experience, alt descriptions are one of the fastest ways to drastically improve your search ranking – yet very few websites actually make use of them.

An alt description is the “alternative description” for an image. Most websites have a lot of images, but Google cannot read images. It can only read the code behind the image.

Anytime you upload an image into a Wordpress site, you will see a bunch of fields on the right-hand-side, including one that says “Alt Text”.

If your logo is an image, make the alt your business name. Then for every other image, choose your top 5 keywords and rotate them.

So, our accountant might rotate: Accountant Belconnen, Financial Planner Belconnen, Financial Planner Canberra, Tax Accountant Belconnen, Tax Returns Canberra – across the 10 to 15 images on his site.

And that’s it!

Simply submit your site to Google for re-indexing and wait to reap the benefits.

Of course, if your business name is very generic, or your competitors all have beautifully optimised websites, the SEO journey will not end here. You will need to find other ways to incorporate keywords into your website content, and start building authority by getting other reputable websites to link to yours and having people share your content on social media.

It may seem like a lot of effort, but it’s not. Not when you consider the payoff – truckloads of clients visiting your website at no advertising cost to you!

SEO basics are very simple, and if you make time to get it right, you’ll reap the rewards for years to come.

Inspiring Simplicity…

Rachel Ziv

Need help with your SEO? I offer a complete Page Title, Meta Description and Alt Description copywriting package at a very reasonable price (includes keyword research and placement on website). Contact me to learn more.