Updated in november 2020
Overall, an online user will spend less than 5 seconds on your site: capturing their attention is a completely different story. Nowadays everyone can have a website on the Internet, as this is the home for all. However, as each site is different from one another, you must pay special attention to certain aspects if you want to rank higher within the SERP.
A website cannot succeed just by being constrained by certain aspects, such as content marketing or web design. Other factors such as user experience or mobile-friendliness are also of relevance here. In other words, your site must be capable of transmitting the right message to the right audience. Having a plan to follow is essential, so here I share those top 5 things that you need to do on your website just now.
Focus on Calls to Action (CTA)
What are potential customers looking for on a website? Well, the truth is that in many cases, they do not know. Therefore, they won’t know either which pages on your site they should check. It is vital then to offer to your audience Call to Action options or buttons. This way, you will guide them across your site, reorienting the purchasing process.
Some examples of calls to action might be ‘Read More’ tabs, ‘Join Our Online Course‘ or ‘Download Our Latest Case Study’.
If want to offer some extra support to your visitors, add chatbots and online assistants to your homepage. These applications are on the rise, especially since the COVID-19 crisis hit the retail sector. Chatbots are built upon text and voice through Artificial Intelligence, and they have conversational abilities and are context-sensitive. The more personalised your chatbot conversation is, the more you will boost user experience.
Add a section about customer reviews and testimonials
One of the most important factors for a website is its level of credibility and awareness. It is clear that you already have a long list of clients and customers waving at you but you have to make sure that the SERP knows about this. Here is where reviews play a role within your site. Just join one of the most popular app reviews, such as TrustPilot or Glassdoor. They both have a very easy-to-learn user interface and do not fear bad reviews!
Do not forget to E-A-T
In August 2018, Google rolled out one of its major Core Updates, called The Medic Update, that primarily affected organic rankings for health, fitness and medical websites. This update makes sure that quality, authoritative and expert content is well-positioned within the SERPs.
How do you recover from this Google Penalty? The first step is to fix your E-A-T (Expertise, Authoritativeness and Trustworthiness). E-A-T factors can be found on Google’s Search Quality Guidelines and play a very important role on how Google evaluates your website. Following Google guidelines, this applies to those pages that can be considered YMYL (Your Money, Your Life), as they “could potentially affect a person’s future happiness, health, financial stability or safety”. This includes all those websites related to health, law, politics, financial, news, etc., which are the most affected by this algorithm. Once a page has been identified as having a beneficial purpose, its E-A-T ‘rating’ is considered as YMYL content or not YMYL. Non YMYL content does not need to have the same strictness as YMYL content.
If your web pages are YMYL content, you must pay special attention to the quality of the content that you create if you want to rank higher within the SERPs
Add those topics that your competitors are not using
Doing some competitor analysis has always been a top wins strategy to rank higher on the SERP. You can use a wide range of free tools to find out those topics or keywords that your competitors are not using and make the most of them.
One of those tools is The Hoth: you can use it for free and it has multiple options to check on those key aspects that your completion is not looking at.
Keyword gap analysis, for example, will show you those keywords that your main competitors are using. This will give you an idea on how to take advantage of this gap and use those spare keywords to boost your site.
Add a section on Frequently Asked Questions (FAQ’s)
Because many users do not really know what they are looking for, you must offer them all the information that you have. Every time that a search is placed, the search engine checks all that information they have on their records. Here is where structured data plays its role: when Google tries to put together all the data that has gathered, to answer those questions that users ask. You must pay attention to all the information that you display online (contacts, social sites, etc.). Adding a frequently asked questions section on your site will allow you to improve user intent.