Wrap up Web are often asked
“How do I get my website to rank or rank higher in the search engines when people type in ‘insert any keyword here’?”
It’s not rocket science but its a long game
The prospect of trying to battle Google’s algorithm to get your website to rank at all or rank higher for a particular keyword may seem daunting.
In essence what you need to achieve is quite simple. If you play the long game it can be achieved.
The major Search Engines make their money through advertisers, who are falling over themselves to present their products and services to the millions of users searching for products and services every day.
If those users search for something and the results are unhelpful, out of date, no longer relevant, not found in the first two result pages at least, not related to the search, complicated to understand, confusing, contradictory, slow to display, uninteresting or unengaging then those users are not going to use that Search Engine, they will simply move on to another.
If the Search Engine gets it wrong and loses users, the advertisers no longer want to advertise with them.
Simple as that!
If your website is helpful, informative, relevant, easy to read, easy to understand, simply/well structured, easy to follow, fast, interesting, knowledgeable, engaging and appears in the first two pages at least you’re on a winner!
Keywords
Keywords(or Key Phrases or Search Terms as they are sometimes referred to) are the backbone of Search Engine Optimisation.
Get them right and they will work with you, get them wrong and they will work against you.
Long Tail and Short Tail Keywords
An example of a Short Tail Keyword is ‘Plumber Liverpool’ because there are only 1 or 2 words in them.
All businesses would like to rank using Short Tail Keywords. If you are in a competitive industry such as plumbing then ranking using these Short Tail Keywords can prove difficult.
An example of a Long Tail Keyword is ‘Radiator Repair Services in Liverpool’ because there are more than 1 or 2 words in them.
If you are just starting out with SEO, optimising your website using Long Tail Keywords is often a good way to start as it builds up trust with the search engines over a period of time.
Trust and authority built over time will eventually start to rank your website using the Short Tail keywords.
Get your Keywords together
If you are a plumber in Liverpool the Short Tail keywords a user could type in to the Search Engines to bring your website up, might be..?
- emergency plumber
- burst pipe
- new boiler
- washing machine repair
- fix heating etc
The Long Tail keywords a user could type in to the Search Engines to bring your website up, might be..?
- replace radiators through the house
- boiler problems in rented property
- do I always need to service my boiler
- can a new boiler save me money
- are new boilers environmentally friendly
- wireless thermostat options for each room in the house
- is heating and plumbing cover a good idea
- boiler water pressure is very high
- how much does it cost to take a bath every day
As a business you will need to get together your own list of Keywords that you wish to include and optimise in your website.
There are keywords tools available that can help you select keywords.
Your agreed list of keywords will then dictate the SEO strategy going forward.
Two types of Search Engine Listing
Once a keyword is typed into a search engine by a user looking for a particular service, there are two kinds of search engine listings your business can appear in…
The Natural Listings
These are the results that are listed after you type in a keyword in the search box then press return or the search button, they are often displayed as approx. 10 results per page.
Your website appears here if the Search Engine has matched your website with keyword used in the search and decided the resulting content will be helpful to the user.
Google refer to these as the natural listings and they comprise of Search Engine Results Pages or SERPs.
PPC(Pay Per Click) Listings
These are the results found at the top, bottom and left or right of the natural listings.
These appear as a result of a business paying the Search Engines to appear here by bidding an amount of money on the keyword used in the search.
PPC has NO affect on your natural listing rank.
Ideally a business would rather not use PPC to appear alongside the Natural Listing SERP pages but in some cases if they don’t have the time or expertise to optimise their website then this is an option.
Some businesses are in such a competitive sector that PPC is an ideal solution to present their business to users on the first page.
How to get your website to rank in the Natural Listings
The answer is not a quick one shot solution. You need to play the long game.
In summary, there are three steps to get ranked as high as possible in the Natural Listings before considering any PPC services.
STEP 1 – Get found in the Search Engine Natural Listing
This step is completed by Wrap up Web for all its Websites customers by default
Wrap up Web optimises all its websites so they appears in the Search Engine natural listings somewhere.
To rank your pages, search engines need to discover them first.
How does this process work in Google?
- Crawling: First, Googlebot (a web crawler) will crawl your site. It goes from one page to another and “reads” the content.
- Indexing: Google stores information about your pages in a huge database called the Google index.
- Ranking: If the page meets Google’s criteria, it will be served as a search result for relevant search queries.
“If the page meets Google’s criteria” is the key part above.
It is up to Google where it ranks your website and this depends on multiple factors.
Some core or known factors are below..
- Website Authority Check yours!
- Website Reputation and history
- Website Speed and Performance
- Website Security
- Linked Social Media reputation
- Content Relevance and Quality
- Continued steady improvement in all factors above over time
- Physical Location
All websites built by Wrap up Web are optimised to be found in the Search Engines.
Step 1 is already completed if you are a Wrap up Web customer.
It is important to note, however that Step 1 does NOT optimise your website for keywords, it simply reveals your website to the Search Engines so they can decide where to rank it.
Even though you might have your keywords in your page content there is no guarantee that Google will use them to rank your website at this point.
It has thousands of other websites available that might have a higher quality of ranking factors than yours.
How do Wrap up Web get your business exposed to the natural listings?
Wrap up Web ensures all its customers websites appear in the naturals listings by completing tasks that other website providers may charge extra for.
Here are some of the tasks we complete to ensure your website gets discovered by the major search engines including Google.
Wrap up Web will…
- Install the official Google Site Kit Plugin into your WordPress website to link it up to Google Search Console and Google Analytics
- Link Google Analytics to Google Search Console
- Submit and link your site to a Google Business (Google Maps) account if you have one
- Ensure your website is fully responsive on all devices: Google now prioritises a mobile website over a desktop site when it comes to ranking
- Ensure your website is as fast as it can be through the use of the latest hosting server technology and image optimisation
- Secure your website using a Security Certificate (SSL) and 24/7 Malware protection
- Use Search Engine Friendly URLs
- Set your preferred domain to either www or non-www but never both
- Create and apply a Favicon
- Enable Email address cloaking (hide your email address from spammers)(Optional)
- Protect your website from Spammers and Bots using Anti-Spam software. This helps your website trust
- Enable Spam protection for all online forms and any comment forms, further protecting your website from spammers and bots
- Embed your Social Media into your website. Google likes Social media that shows your website is helpful, active and popular
STEP 2 – Keyword website optimisation to maximise your Natural Listing for the keywords you have chosen
After Step 1 is completed you can further optimise your website content so your keywords are given maximum exposure.
Building Trust, Reputation and Credibility over time helps you improve your domain authority and trust.
Optimising your website keywords is part of a wider strategy to rank as high as possible.
Wrap up Web will complete Step 2 in collaboration with you.
We will help you rank as far up the natural listings as possible using your chosen keywords.
Create and optimise new content naturally and/or using AI
If you want your business to continue to rank as high as possible in the natural search results you will need to continue to improve your trust and reputation by creating and optimising helpful website content.
This can be done by regularly adding news, blogs or other resource content such as guides, tutorials and FAQ sections.
Use of Artificial Intelligence to improve ranking position
It is becoming increasingly common to utilise AI to…
- Create content copy
- Create images
- Create Marketing materials
- Create Social Media Posts
- Assist with Keyword choices
- Assist with ranking a website
Here at Wrap up Web our AI based SEO optimisation service fully utilises such technology to maximise your ranking position.
FAQ sections are particularly liked by search engines because they can be used by their AI Engines to display instant answers straight after a search.
Another way to maintain your ranking position is to update your existing content to ensure it is not out of date or no longer relevant.
Social Media Optimisation
Social Media Optimisation will further improve your online trust, reputation and credibility.
Social media optimisation can be done by..
- Encouraging, asking for and receiving positive online reviews, for example Google My Business Reviews (Google Maps) Trustpilot or TripAdvisor reviews
- Regularly posting or pointing your Social Media posts to your website content on Social Media to increase Facebook Likes, Instagram followers, Twitter(X) followers and YouTube subscribers etc
Summary of STEP 2 core tasks we complete.
The following tasks are undertaken in a timely manner to ensure the search engines see your website is improving and being updated over time.
As stated this is a Key factor that ranks you higher.
- Create Blogs, News, Images, Social Media Posts and/or other helpful website content for the search engines to index(read) using AI and Human input
- Help you complete/identify a list of Short Tail and/or Long Tail Keywords you would like to rank with
- Identify the Keywords your competitors are using to help maximise your own list of Keywords
- Ensure your post/page content is following the recommended H1/H2/H3/H4/H5/H6 page Headings structure
- Follow Googles own guidelines when it comes to creating 'Helpful Content'
- Insert FAQs into your website content using AI and human input
- Placement/Insertion of your Keywords into your content such as the Post/Page Meta Title, Description and Content
- Placement/Insertion of your Keywords into your images via their Image Alt Text and image description
- Maximise the SEO quality and readability of your content ensuring all pages and posts are appearing as green in the SEO traffic light indicator
- Monitor your website using SEO analysis tools and act upon any recommendations to improve your ranking
- Provide Search Engine Reports to prove increased user activity across your website prior to, after and during SEO Optimisation/ Implementation
- Monitor the ranking of your Keywords
STEP 3 – Uses a combination of an AI Bolt-on and Natural SEO in Step 2 to further boost your Natural Listing ranking position
STEP 3 will build on and boost the ranking positions in the search engines that you’ve worked hard to achieve in Steps 1 & 2.
Summary of STEP 3 core tasks we complete.
In addition to Step 2 tasks the following AI Bolt-on tasks are completed in a timely manner along with Step 2 tasks to boost your website and reputation and authority in a timely manner.
Playing the long game to increase your reputation and build trust is a Key factor that helps improve and maintain your ranking position.
- Submit your Keywords to a dedicated Bolt On- application that uses AI to boost your ranking position
- Create AI SEO-Optimised YouTube & TikTok Shorts
- Submit your website to an AI Smart SEO Business Directory
- Generate AI SEO-Optimised Page Listings
- Create AI SEO-Driven Social Media Posts
Beyond STEPs 1, 2 & 3
Other Optimisation tasks that can improve ranking position
- Put in place a backlink campaign to help increase your Domain Authority
- Submit your website to the Business Directories to help increase your Domain Authority (Physical Business location required)
Content & Social Media creator resource
If you need more content & Social Media input to your website and don’t have a dedicated in house resource then why not contact our recommended provider?
Take your SEO to another level with Content and Social Media optimisation using a recommended expert
This service will create further unique content for your website using a combination of Marketing expertise and AI to create additional content for your website and across your social media channels for a monthly fee.
Wrap up Web consider this an external service but will work will the provider to assist them in the SEO optimisation of your website.
SEO Disclaimer
Some SEO tasks take an indeterminate amount time for the resulting SEO ranking improvements to be reflected in search engine natural rankings.
Wrap up Web has no control over the period of time it takes search engine providers to reflect changes performed by Wrap up Web or any other associated service Wrap up Web may recommend.
The resulting ranking of keywords due to Search Engine Optimisation will be effected accordingly if other negative factors are acting against such optimisation. These can factors can include
- Website not secure (using SSL Certificate)
- No Social Media presence
- Social Media Posts not being liked, subscribed to or shared
- No new or updated content on the website over time
- Outdated or unhelpful content on the website
- Slow website speed
- No reviews on platforms such as Google Reviews, Trust Pilot
- No Google Business (Maps) property if you have a physical location
Wrap up Web gives no guarantee of natural listing ranking results in search engines. We ensure every possible task has been completed to maximise the chances of keywords/phrases ranking as high as possible without the use of PPC(Pay Per Click)
Please note, access to Google Search Console and Analytics properties required to monitor SEO effects may require access to those accounts.
