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How to boost web positioning in Google without forgetting your visitors

Published by Daniel Bocardo on August 3, 2017

Increasing your site’s position on Google is not an unattainable goal.

You are certainly aware that working with SEO is not a an easy task, which is why many webmasters end up wasting more time trying to position their pages than creating content and thinking about the most important aspect of any marketing strategy, the visitors.

After all, if you can’t get the attention of your visitors, providing solutions to readers’ issues, why would you position a website on Google?

Another problem is that Google will never reward the URLs of your site that are over-optimized, no matter how efficient the SEO strategy that you try to apply.

The goal of Google is to give users the best answers to their questions, while you as a webmaster want to Attract users to achieve specified goals (usually to sell them your product).

For example, you can spend your budget on links and have a perfect architecture on your website if the content is not intended for who will end up buying your products or hiring your services, I assure you that you didn’t spend your money wisely.

So today I want to make a reflection on the fact that although you always have to keep in mind Google and other search engines, you should never lose sight of your target audience.

To do this, I will talk about:

► Google tools and other indicators to evaluate your web positioning strategy.

► Specific tips for using a correct mix of keywords in your SEO strategySpecific tips for maintaining balance when using SEO in the content of your site.

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How do you detect if your web positioning strategy on Google is not taking into consideration the visitors’ interests?

As always, we should try to find a balance on our strategies.

Yes, I know you think that Google doesn’t make it easy for webmasters to create good content with so many updates on their algorithms. Also, the competition in your niche is growing faster and faster. But don’t panic, because things are not as bad as they look.

Google also provides us with tools that help us to learn more about what we should do to improve the positioning of a website.

Let’s get started?

► Google tools to evaluate the current situation of a website

In addition to using the technical support pages  that Google offers in its various tools, with the data that you obtain when working with these tools, you can get a lot of information to boost your results.

Google continually challenges us so we can update and follow the latest trends, always with the goal of  improving the user experience and capturing more subscribers.

The first step to boosting SEO is to create good content. To do that, I would recommend you check  (especially) all the possibilities offered by some Google tools such as:

  1. Google Trends:To start with, if you want to optimize content creation, discovering what are the most popular themes of the moment in your niche, I recommend that you choose Trends as your best ally to create Quality content. In addition to paying attention to the interests of your readers, you can do a great job of SEO thanks to its various targeting options.
  2. Google AnalyticsDid you know that Analytics is the best web analytics option for generating behavioral reports of your visitors? With its detailed reports, you can get a broad range of information about your users and thus identify how to improve their experience. In what way? Just have a look, for example, to traffic flow reports, where you can review the route users follow on your website through different URLs and thus detect the weaknesses of your site  (which you can try to improve later).
  3. Google Search ConsoleYou sure already know this tool, or maybe you know it as Google Webmaster Tools. This is another useful option to identify which aspects you could improve and which content Is being indexed. You can make good use of Page Speed insights to analyze the performance of your site, both on mobile device and on desktops, considering that more and more users are browsing the web  through mobile devices.
  4. Google CorrelateYou may not be so familiar with this tool. However, it can also be handy for getting conclusions about the state of your web content, from analyze the relationship between search terms and certain social events Or moments that are occurring today. This way, you can understand individual peaks or falls of traffic according to the search trends.

In addition to these tools, you could use the modules you can find on the Webmaster Academy, an online academy which oversees the development of new projects), as well as many of the Chrome extensions, for example, which allow us to check how the web content will be displayed on a mobile device.

All the improvements and optimizations that you can make in your content, both textual and visual, can be useful to surprise and attract users. If they are visiting your site, you need to offer relevant content so that the users will stay on your pages for as long as possible.

►  Key indicators of interest

If you want to create a good SEO strategy, you should also work with other complementary techniques, such as social media or email marketing campaigns, because this way, you will have even more sources of information. This way, you will know how and where you should improve your content  (especially thinking about your target audience).

I decided to call it “pointers, ” but they are also known to marketers as “KPIs.”

In any case, I am referring to the elements that allow us to measure some aspect of a marketing strategy to take the appropriate steps to correct any errors.

Personally, not to go into depth on this subject, I will comment on some of the most representative about the evaluation of interest generated by site content:

  1. Comment: Even if your site doesn’t have a blog that receives frequent comments, it will have different services or pages of products that will generate some expectation in other channels, such as Social networks. About SEO, this is one of the first things I like to evaluate to identify if the content is working within the objectives and what changes could be made to improve the results.
  2. Interactions, for instance, “likes,” “retweets,” and other interactions with users, when receiving particular contents. What we know as “engagement” is a factor that we should consider to satisfy both Google and users.
  3. Bounce Rate: This index is used not only in web analytics, but also in email marketing (+ bounce rates), but its meaning is very different. In email marketing, these are emails that are not accepted by the destination server. However, this is not always related to the quality of the content. In SEO, if this rate is high, it may indicate that the page doesn’t have the information that the user was looking for since he left it without interacting with the site.
  4. Engagement rate: This index refers to the average time the user will spend on your site and doesn’t need to be explained in more words, but it is important to clarify this point: If a URL has a high rejection rate, but the visitors spend a long time online; it can be an indication that the content is of interest, but the calls to action are not effective.

Of course, there are many other indicators such as what in the email marketing we know as “open rate” (which lets us know how satisfied are our subscribers with the newsletter they received), but you should always check all the available reports for positioning your site, to find out its real situation.


How to follow a web positioning strategy in Google?

We have already seen some tools and aspects that you should consider when planning your SEO strategy. No matter how well you think you are doing things, you always should strive to continue making improvements and optimizing your content.

To find the balance we explained earlier, we will give you a list of tips to help you to think about SEO and also about your readers.

► Define the target audience

Maybe I’m not the best person to talk about it, after all, I make money by offering website optimization services for SEO, but it is more important to think about what your readers or potential customers want to find on your site than to think about how to meet the requirements of Google keywords and other search engines.

The problem is that if you start writing just thinking about the keywords that you want to position; you will lose the naturalness and the focus on what Your visitors want. It is true that you want to get new customers for your business, but if they don’t find what they are looking for regarding content, they will just go somewhere else to try to find it.

That seems pretty obvious. However, forgetting your ideal client is a mistake that many webmasters make when they are writing texts for their website or blog.

For example, if the site you are creating offers training courses for companies, it doesn’t make sense for you to start offering information to freelancers (even if you find very relevant keywords related  to this sector.)

► Keyword Analysis

When planning your strategy for positioning your site on Google, you should not forget the importance of keyword research. However, it should not be your only focus;  It is a feature you can use to identify the interests of your audience and optimize your texts.

I didn’t talk about this in the tools mentioned earlier in this post, but I want to remind you that to do this type of analysis, the most reliable method is to use keyword planner, available on Google for Adwords (although gradually this system is making things difficult for users working with the “free mode”).

►  Strategic Planning

You should plan and brainstorm before you start working with any marketing actions, and you should do the same thing when planning any strategy for positioning  your content as well.

Add calls to action buttons that encourage comments, sharing on social networks and interactions with your site. Creating engagement with visitors is also a clear sign of concern with the user, something that Google will see positively.

► Keyword density

This aspect, together with the choice of theme, the tone of the communication and related keywords, is one of the most important points you should consider.

In percentage terms, there are those who claim that there is no standard, but personally, I don’t like to use the same keyword with the density of more than 2%.

Think that if we talk about a 1,000-word article, using the same keyword more than 20 times throughout the content (in the title, Images, meta tags, body, and first and last paragraph) would be an exaggeration. To improve the content, it would be advisable to use related keywords or semantic terms.

► Length of texts

Nowadays, most webmasters prefer to publish longer articles, with over a thousand or even two thousand words (you can see my post as an example).

They prefer to do that, because usually with a more extensive post, we are giving a more detailed answer on an individual topic, something that Google considers  very important.

That doesn’t mean that you couldn’t use short texts in a Strategy for positioning a website on Google. The first step is to review your competitors’ strategies in the industry for a given term on the most known search engines, as well as other factors that determine the quality of your content.

► Readability

Remember that everything is information or search terms in the SEO world. The creation of text paragraphs too long or complicated is something that would not be recommendable as it is not attractive and makes reading difficult, so you should also consider this factor when writing your texts.

That said, what do you think of the readability indicator of the plugin called SEO by Yoast? , Do you use this plugin to evaluate the quality of your texts? You can see it here.

► Links

Whether to use link juice techniques in the site’s internal URLs, or to work with link building on third-party website pages, the use of links is a cornerstone of a web positioning strategy.

Think that the use of links is necessary for transmitting authority from an URL to another, and if you don’t take advantage of that potential, you will be ignoring an essential aspect of your SEO strategy. However, don’t forget that including links is something that you should do naturally, always thinking that the content to where you will redirect the user will provide some additional value.

► Reviews and Updates

I would like to end this article by remembering the importance of writing texts with the fewest possible number of orthographic or grammatical errors.

Writing correctly and is one of the essential points to convey an image of professionalism and, above all, to inspire a feeling of confidence.

Another aspect you should review is how often you publish and update the contents on your site or Blog. Obviously, the higher the frequency of publication, the more visits you will have. But it’s not about publishing just to publish a new article, but in keeping the content always updated, balanced and, above all with quality.

What other indicators do you use to detect if you have created your content correctly, following the most important rules for positioning your site?

Daniel Bocardo

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  1. Federico Salomon

    Estimado Daniel:
    Gusto en saludarte.
    Excelente artículo,ya que las explicaciones son sencillas y claras.
    Mil gracias por compartir esta información tan valiosa,saludos

    29/11/2017 - 00:58:20 Publicar una respuesta
  2. Diego

    Daniel, un artículo muy bueno y sobre todo, muy útil. Enhorabuena compañero!

    10/11/2017 - 00:20:30 Publicar una respuesta
  3. Nidia

    Hola Daniel!
    Muy bueno tu artículo, sobre todo para personas como yo, que estamos empezando en este tema y no conocemos tanto las herramientas, estrategias y demás.

    08/09/2017 - 05:22:49 Publicar una respuesta

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