How to Increase your Older Pages in the SERP's
If your older page is currently ranking at position 10, how can you get a page one ranking? How do you do this sustainably and move up the rankings on a page which is stale? Here are some of the top strategies to help move your site up the SERPs.
1. Guest posting - This is a tried and tested technique that works for commercial sites. Link building is a lot easier when you have a non-promotional or educational site, as other sites will naturally link to your site. It’s also a lot easier to reach out and let people know that you have a valuable resource. When you've got a commercial site, you have to seek out these opportunities. By offering high quality articles as a guest blogger on a topic related to your industry, you will then be rewarded with a link in that article to your chosen page.
2. Promotions - If you're doing a great promotion, other people may give you press and social media attention.
3. Likewise reviews and testimonials can work well. You could potentially send free product samples to bloggers who can review the product. This can help you get a lot of traffic if the blogger is particularly influential.
4. Social Media - If you have something to announce, promote it on social media with a link to that page. If you have a promotion coming up, push it out on Facebook, Google +, Twitter and Pinterest. Post any blogs that are created on your site as well as on third party blogs onto social media platforms. This helps keep the link alive, whilst syndicating content.
5. Reclaim old links - If you have previously created any blogs and discover the links are now broken, go back and speak to the blog owner. Reclaiming older links will be more beneficial than just creating some new ones to replace them.
6. Add rich snippets - You could potentially add a video to the older page and add the video XML sitemap so that you can get the video mark up next to that result.
7. Combining PPC with paid search ads as well as organic listing will help to improve your sites conversion than if you just do one of these in isolation.
8. Improve the on page content. Improvement means creating more compelling, valuable, interesting and shareable content. This type of content tends to perform better in Google. Google have a range of content analysis algorithms that tell them a variety of things about a page, so it’s not just about keywords.
Things such as rich media, video, graphics, the design layout, user experience, navigation and how the site looks overall can improve a site's rankings as well as conversion rate. Google looks at a site in terms of the experience it provides to a user, so if the site has better conversion, this ultimately means that the site is better for users. All of these elements are looked at and are part of Google’s algorithm.
9. Internal Links - Make sure relevant pages are linked together throughout your site. Don't just put these links into a footer. For instance, if you have a site about “mattresses” and have a blog talking about how to get a good night’s sleep, have a link on the blog to the main mattress page. Ensure that all of the links are natural and not just keyword rich anchor text.
10. Co-citation and co-concurrence are seen as the next big thing in SEO. Co-citation refers to similarities found between two web pages and a third webpage citing these similarities. Google then sees a link between these two sites and uses it as a ranking factor.
Co-occurrence refers to the connection with particular phrases or keywords. This close relationship with certain keywords develops an association which Google recognises as an important search engine factor. If you are associated a lot of times by third party sites, it can have a positive impact on rankings.
For instance Rand Fishkin of SEOMOZ found that some sites were ranking highly for certain keywords, although these keywords were not found in the page content or page tags. A web page on consumerreports.com ranked 4th for the term “cell phone ratings” but on the internet you can often see the keywords “cell phones” and “consumer reports” together and Google therefore knows the association. Therefore this acts like a link but without a link.
You can earn co citation and co-occurrence by having a genuine presence on the web, getting involved in forums and discussions and creating content which is shareable. Write on hot trends so that people cite your content. Co-citation and co-occurrence seems to be the next big thing from Google to avoid manipulation by anchor text and over-optimisation. With another Google Penguin update on the way, it’s a good idea to start thinking about mixing the old tactics with the new.
Author Bio: This article was brought to you by Miromedia , an SEO agency based in Warwickshire.