5 Expert Tips to Enhance Your Site's Google Search Ranking

Among the most guarded secrets in online business are the factors that affect search engine rankings. Google and other search engines don’t explicitly indicate how they rank web pages in their search results because this may lead to massive malpractices in the system, resulting in useless results. However, you don’t need to figure out how these search engine rankings are determined all by yourself because many professionals who have a grasp on how search engine rankings work based on their cumulative experience have simplified this task, and most of this information has been published. Here are five tips to improve the search engine ranking of your website.

Publish appropriate content

The primary driver of your search engine ranking is high-quality content, and there is no substitute for quality content. Great content explicitly geared towards your intended audience enhances site traffic, and this improves your site’s relevance and authority. Find a keyword phrase for every page, then figure out how a user might search for that particular page. For instance, use phrases such as “rhinoplasty in Ohio,” or “best plastic surgeon in Ohio.” Then, repeat these phrases several times in the page, about twice in the introduction and concluding paragraphs, and two to four times in the rest of the page content. Remember to use heading tags, bold, italics, or other emphasis tags to highlight these phrases. However, don’t overdo it. Avoid sacrificing good writing for SEO. Great pages are written for your users, not for search engines.

Improve your page and site speed

People making search queries on the internet prefer fast websites. About 53 percent of users want websites that load in three seconds or less. If they realize a page is loading at snail speeds, they may decide to depart from your site and find other faster websites that can serve their needs. This is referred to as a “bounce.”

The bounce rate of your website can significantly affect how your website is ranked. If Google determines that your site has high bounce rates because users get impatient as they wait for your pages to load, they may rate you lower than other comparable websites. The reason is they want their users to enjoy their web experience, and slow sites are just the opposite of what they are looking for.

Build links

Another factor that determines site rankings is their authority. You may wonder how this authority is established. There are several factors, but links play the primary role.

If your site is linked to some prominent news websites, Google decodes this as a sign of trust. That is, these websites give you credence and recommend your site’s content. As a result, this improves the ranking of your site.

If your site is relatively new, obtaining links can be a very tedious endeavor. So, to enhance your site’s rankings with links to improve your SEO, use a link building service. It involves writing content that high authority sites will want to link to, and then contacting the sites and asking them for links where it is appropriate.

Use metadata

When you design your website, every page has a space between the "head" tags where you can insert information about your page’s contents, also known as metadata. These include:

  • Title metadata—these are the page titles that are displayed at the top of the browser window. It is the most critical metadata on your page. If you have a CMS website, the web team has created an automated system to generate the meta title for every webpage.
  • Description metadata—this is the textual description that the browser uses for your page search return. Thus, make an appealing and concise description of what is contained on the page.
  • Keyword metadata—these are the phrases the users type when they need to find your page. For this, include various phrases, but don’t be greedy because if your list is overpopulated, the browser may ignore the information. Thus, keep it between four to eight phrases.


In 2014, Google proposed SSL as a weak ranking factor. They mentioned that they might strengthen it as a signal to encourage all site owners to change from HTTP to HTTPS. Focusing on SSL is a factor that will allow your site to rank higher than your competitors. SSL has also been shown to decrease your page’s bounce rates by as much as 50 percent. HTTPS ensures your site and your users’ information is secure, and that your visitors are connecting to an authentic site and not a phishing site. To enhance the security of your site and your users, ensure you use a secure web proxy to connect to the internet to avoid leaking your private information to the public.

High search engine rankings increase the traffic to your website, and this translates to more conversions and sales. Thus, develop high-quality content, improve your page and site speeds, and build links to ensure your pages rank high in the search results.

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