Jan 15, 2024 | Zenagos Expert Tips

Zenagos Expert SEO Tip: Add video to boost your website’s authority

Q. Dear Zenagos,
My website doesn’t show up on Google when people type my company name. What can I do to improve my ranking?
–Kara

You are wise to focus on your search engine ranking. Many small business owners make critical mistakes that hinder their Search Engine Optimization (SEO) ranking, also referred to as your website’s “authority.” Here are the top tips for ensuring that your website gets a fair shake from the search engine algorithms.

Add videos to your website
Search engine algorithms love video because site visitors love to watch them. Users find video engaging and will spend more time watching it than reading equivalent text. When visitors linger on your website to watch a video, it increases “dwell time,” which is a measurement used by search engines to determine how much visitors engage with and value your content. Videos are also easy to share, and many visitors will link to them, which are other factors that can boost your site’s authority.

Make sure your images are high quality
If your business is in design, video, or marketing, you probably already use very high-quality images and videos. However, even if visual design isn’t a critical part of your brand, it is crucial to have compelling visuals on your website. It is worth the investment to hire a professional photographer to create beautiful headshots and compelling images for your site. Make sure that you use clear, high-resolution images – and don’t forget to create a high-resolution logo, as well.

Write website copy that is clear and brief
In today’s fast-paced culture, people who browse your site will not read long paragraphs. Get to the point quickly, and use images to reinforce your message. Use headers and bullet points to make your ideas stand out, even to someone who is skimming quickly.

Create a journey map
Before you start building your website, take the time to create a journey map. There are all kinds of free templates on the web. Walk through your site from an outsider’s perspective, making sure that every step is clear. Think about the impressions and feelings that you want your site to evoke. Believe it or not, a smooth user experience can make a significant difference in your website’s performance.

Make your call to action clear
As you make your journey map, think carefully about what you want your visitors to do. Are you hoping that they will buy a product? Do you want them to set up a free consultation? Would you like them to download a coupon and bring it to your retail location for a special deal? Make sure that you provide clear instructions and large, obvious buttons for each “Call to Action” (CTA). Once it feels obvious to you, ask a few people who have never seen it before to walk through your wireframes and tell you their impressions and their likely actions. It’s amazing what you can learn from a quick usability test.

Don’t forget to optimize your design for mobile
Depending on your business, many or all of your visitors may access your website from phones and/or tablets. Designs that are beautiful on a large screen can be confusing or even illegible on a phone. Make sure that you check your design for mobile at every stage of the build. Designing for mobile can dramatically increase the size of your audience.

Once you have done everything you can to improve your website’s ranking, set regular times to review and update your site. The digital landscape is constantly evolving, so you can’t just “set it and forget it.” Make it a habit to read about changes in search engine algorithm, so you are constantly improving your website’s position in the market. And, take the time to enjoy the journey. Building a website is a unique opportunity to exercise your creativity and organize your thinking about your offerings, messaging, and brand presentation.

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