1.0 Finding the best pages on your site to rank on Google

As a company in 2024 performing at the top of search engines is a healthy outcome from a successful digital marketing plan. Your website might have potential, but without the right guidance, your most potentially valuable pages could remain in the shadows, unnoticed on page 2 and beyond of Google. This honest “how to improve your SEO” will help polish up pages you have already published polishing ensuring they are refreshed, revamped and attract your target customers..

Imagine if some pages on your site, the ones you’ve perhaps overlooked or underestimated, could become the heroes of your online marketing. These hidden gems, once identified and optimised, can catapult your site’s visibility, driving up clickthrough rates and securing a coveted spot at the top of the search results.

Don’t spreading your efforts thin across every page but target those with the potential to rank higher with just a bit of SEO TLC. Using tools like Google Search Console to dive deep into your site’s performance data, we’ll show you how to spot these underperforming pages that are just a few tweaks away from becoming your website’s superstars.

By focusing on pages that already show promise—those with decent impressions but second or third page positions on search results—you’re not shooting in the dark. You’re making informed decisions to enhance what works, driving more traffic and, ultimately, achieving greater success with less effort. So let us begin….

1.1 Which of your pages should you optimise first?

Determining which pages on your website need to be optimised can feel like a head scratching moment. Yet, with the right approach and free tools (which we mention) at your disposal, this task becomes not only manageable but incredibly insightful. The foundation of this process rests on leveraging analytics to uncover pages that, despite their potential, haven’t yet reached their peak in search engine rankings. Here’s how you can start:

1.2 Utilising Google Search Console for Insights

Google Search Console (GSC) is one of your most valuable tools. It offers great data insight, revealing which pages on your site are getting noticed but might not be making the desired impact. Look for pages that show a high number of impressions but suffer from low clickthrough rates or pages that consistently appear on the bottom half of the first SERP or the top of the second. These pages are your low-hanging fruit; with the right optimisation strategy, they can climb up the rankings.

1.3 Analysing Page Performance

Focus on:

• Clickthrough Rate (CTR): Pages with a high impression count but low CTR might just need a tweak in their meta titles and descriptions to become more appealing.
• Average Position: Pages on your site that are on the bottom of page 1 or the top of page 2 for their main keywords are prime targets. A push in their content quality, keyword optimisation, or backlink profile can propel them into the limelight.

1.4 Considering Site Hierarchy

Don’t overlook the structural aspects of your site. Pages linked directly from your main navigation (nav) inherit a natural authority and are perceived as more significant by search engines. Optimizing these “parent” pages not only boosts their own performance but can also elevate the SEO status of linked “child” pages through improved internal linking.

By methodically sifting through your site’s performance data and understanding the strategic importance of site structure, you can pinpoint the pages that offer the best return on your optimization efforts. This focused approach ensures your SEO strategy is both efficient and effective, leading to tangible improvements in your site’s search engine visibility.

2.0 Creating Quality Content: The Keywords of SEO

At the heart of every successful SEO strategy lies one indisputable truth: content reigns supreme. Google’s algorithms have evolved to prioritize content that is not only relevant but also authoritative and genuinely useful to its users. This evolution means that for pages to ascend the ranks of SERPs, they must be more than just well-optimized; they must offer real value. Here’s how to ensure your content meets these criteria:

2.1 Quality Over Quantity

First and foremost, quality trumps quantity. Each page you choose to optimize should serve a clear purpose and fulfil a specific need for your audience. It should answer questions, solve problems, or provide unique insights, all the while incorporating the target keywords naturally and meaningfully.

2.2 Keyword Integration

While weaving in your main keyword and relevant terms, remember the golden rule: readability comes first. Keywords should enhance the content, not detract from it. Use them judiciously in titles, headers, and throughout the body in a way that feels natural to the reader. Google’s algorithms are adept at recognizing keyword stuffing and will penalize pages that sacrifice user experience for SEO tactics.

2.3 Updating Regularly

The freshness of your content can significantly influence your SEO performance. Regular updates signal to search engines that your site is alive and offering up-to-date information, which can boost your rankings. This doesn’t mean constant overhauls; even minor updates to reflect current trends or new data can make a difference.

2.4 Showcasing Expertise and Authority

Google values content that demonstrates expertise and authority on a subject. Backing up your content with data, citing reputable sources, and providing in-depth analysis can help establish your site as a credible source of information. This credibility is not only crucial for winning over search engines but also for building trust with your audience.

Crafting content that ticks all these boxes might seem daunting, but it’s a sure-fire way to enhance your site’s SEO performance. High-quality, engaging, and informative content is the linchpin of any successful optimization strategy, capable of propelling your pages to the top of search results and captivating your audience.