Today, marketers, talking about the possibilities of content marketing to increase website traffic, often forget about other methods and ways of promotion in search. Below are listed alternative methods that can be successfully used by SEO specialists to improve the site's position.
The first thing a webmaster needs to work on is improving snippets. Most often, on a search results page we see a list of titles, URLs, and short descriptions. Less often, graphics, author profile, video.
Such extended snippets draw attention to the page, highlighting it among the others. They may contain information with the rel="author" tag, video and other data. You can create a clickable snippet using micro-markup. For example, use a navigation chain instead of a long address, which increases the number of clicks.
Another important point is that the information in the snippet should be relevant to the content, otherwise the user will quickly leave the site and continue searching. The search engine defines such a behavioral factor as negative, which negatively affects the ranking.
Secondly, Google evaluates page loading speed. By increasing it, you can reduce the number of returns to the SERP from site pages that previously took too long to open. Third method. Sometimes a resource has several pages that are of no value to users and are poorly indexed by robots. To detect them, the webmaster analyzes the entire site. Pages with advertising, low-quality, unnecessary content for the user should be closed from indexing.
It is worth paying attention to navigation on the site. It is quite normal when from the main page you can go to 6-7 others. Too complex and confusing navigation worsens the resource indexation.
Method № 4 is to ask site visitors to leave a review or repost on social networks. This creates additional links, social signals, traffic and, accordingly, improves ranking.
Method 5. It happens that there is a large number of repeat transitions, clicks on the content of a certain page, but there are no transitions from the search. Most often, the matter is that this page, interesting to users, is not optimized, and the keywords are not relevant to search queries.
It is important to find these pages and optimize:
- improve the headings,
- distribute the content in social networks and services,
- select the right keywords,
- change the URL and make a 301 redirect.
The tools described are only a small part of what is available to SEO experts, but their implementation is simple and inexpensive, and the effect is noticeable, so they should not be neglected.