SEO lives on, and it will outlive all the changes in Google’s ranking algorithms. Because of changes in SEO strategies, you’ll notice when your page is no longer on the first page of search engine result pages.
SEO visibility refers to the metric that tells you where the percentage of all possible organic clicks your website is getting for a specific keyword. Even though there is more effort directed to content marketing, social media marketing, and mobile marketing, SEO will only evolve, and that means that you will need to know the SEO techniques to employ when the changes take place.
With your competitors looking for ways of running your website to represent the best tax accountant Toronto, so, your SEO visibility is critical. SEO visibility tells your exact position on SERPs in relation to your competitors. At 100 percent, your website owns all organic spots on Google for a specific keyword and all the clickable SERP features, but at zero percent, you don’t appear anywhere on the first page of SERPs.
Why is this important?
- Determining your SEO visibility lets you diagnose SEO issues instantly.
- Visibility also gives you a bird’s eye view of the site’s overall performance
- It lets you compare your results for specific keywords.
Before we take a look at how you can increase your site’s SEO visibility, it is important to highlight the elements that indicate a loss of SEO visibility. They include:
- Reduction in the number of leads: if the number of leads coming in your sales funnel decreases, then it means that you are losing your visibility.
- The loss in your organic traffic: using Google Analytics, you will be able to tell if the traffic to your site increased or decreased. Loss of traffic gets reflected on the overall organic traffic stats.
- The loss in rankings: Using Google Search Console, you can determine if your site lost ranking or not.
How to increase SEO visibility:
1. Undertake an SEO audit of your site
The first thing to do when your ranking, leads and the traffic to your site hits a low is to find the reason for the drop. Once you do, you should be able to fix the errors that caused the loss in visibility. You can use Screaming Frog to identify existing errors on the site.
You should be able to identify and fix errors such as canonical errors, 404 errors, broken links, 301 redirect errors or sitemap errors.
You should also manually investigate your site by investing the quality of your content as well as the site’s user experience.
2. Make the site responsive
High bounce rates result from mobile unfriendly sites. If using WordPress, you’ll need to check if the site is mobile friendly and if it loads fast. Keep in mind that Google penalizes sites that aren’t mobile-friendly.
3. Use geographically targeted long-tail keywords
Your articles should have more descriptive phrases as well as meta tags. By adding the location to the title and the meta tag, you increase your local SEO visibility.
Other than the geography, you should also include information about the specific period that the information is applicable. Adding date and time tells the search engines that your content is up-to-date.
4. Keyword research
This remains the most important part of SEO as the right keywords determine the success or the failure of your digital marketing strategy. For identification of the right keywords, you need to analyze the competition as well as the rankings, backlink and the domain/ page authority associated with that keyword.
Keyword research makes it possible for you to create the best SEO strategy for your business. It also makes it possible for you to outrank your competitors,
5. Watch out for technical glitches
Updating your site can cause havoc to your site, and that could be the reason for the drop in your site’s SEO visibility. The loss of some redirects may be the reason why your traffic is dropping. The server being offline most of the time could be another reason for the drop. You also need to look out for an unoptimized site redesign.
6. Give search engines the best content
Content hasn’t lost its position on the throne of digital marketing – content still rules. Even with seemingly similar content online, you can use the content available online to make yours the best content available online. You may also publish eBooks.
7. Regain previously high rankings
There will be fresher and more informative content after you release yours, and you’ll get pushed to the bottom of the page but, you can regain your lost glory by updating the old content and creating fresher content with more practical and current information.
You can make your content better by making use of high-quality, relevant, and engaging images and videos.
8. Use SEO-friendly URLs
The length of your website’s URL can make or break your SEO efforts. You need to keep your URL short, incorporate one or two keywords to the URL, make it readable and use a canonical URL.
You also need to use HTTPS rather than HTTP links as well as .com because of security and trustworthiness. Instead of .com, you should use other top-level generic domains.
9. Stay updated
Google and other search engines change their ranking factors all the time and without warning. So, you need to set up alerts which ensure that you don’t miss on an update that costs you your rank. You may get penalized for not meeting the conditions of the new update.
Conclusion
Losing SEO visibility happens all the time, and that is why you have to stay on top of your game to ensure that your content and your page stays on top. You should keep your competition in check and ensure that you have all the right backlinks and internal links to make your site more crawlable.
