Improving SEO & Maintaining Domain Authority

Is your Google ranking suffering and you’d like to know how to improve it? If you already have an established website, let’s start by analyzing and troubleshooting it to see if you’re following Best Practices according to Google. Best Practices include high-quality content (especially on your home page), quality link building, visibility in search queries, and a clear hierarchy within your web navigation. Conducting your site under the suggested Best Practices according to Google is the foundation of developing a high-performing website.

If your site is already developed there are several tools you can utilize to properly assess it. ‘Lighthouse’ is an extension you can add to your web browser. Once added, you can generate a report grading your performance, accessibility, best practices, and SEO. Some of these carry more weight and importance than others.

Let’s start with SEO. There are three major ranking factors for improving SEO. They are On-Page SEO, Off-Site SEO, and Technical SEO. On-page includes: title tags, keywords usage/placement, heading tags, content quality, and relevance. Keeping your site relevant to what is trending for your industry is important and why blogs are vital to maintaining a site’s relevancy and brand building in the eyes of Google. Blogs also present opportunities to leverage your brand through link building. Whatever you do, do not buy into the idea of purchasing links to improve SEO! If you believe your site needs improvement with technical SEO you might need to make improvements to the site’s structure or improve coding. These are just a few suggestions.

Once you’ve analyzed your site, you’ll need to create a plan of action based on your analysis. Just keep in mind: adding massive amounts of content, and links does not always mean you are making improvements. Quality over quantity is key! Google is becoming smarter and can read through the spammy attempts that our Black Hat Marketing counterparts paved update by update.

Next, you’ll want to maintain Domain Authority. It’s not a one and done deal. Typically, a digital strategy will need to be revisited every 3-6 months. You’ll also want to stay up to date on Google’s quarterly updates. This will prevent you from trying to rebuild your way out of Google Jail. For more information regarding SEO Strategies and maintaining domain authority contact Public Alliance. We’d love to assist you with your digital strategies.

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