Boosting your page rank in Google is—let’s face it—a pain. If you’re just starting out, it takes days to get your onsite structure in proper order even if you know what you’re doing. After that, you have to constantly update your onsite content, social media syndication, and all your external links. Depending on the size of your company, it could be much more than one full time job’s worth of responsibilities, and it needs to be performed consistently.
It’s certainly overwhelming, even to the seasoned pros. These are the fundamentals of search engine optimization, and even with them, it can take months or even years to see the results you want. Fortunately, there are a handful of shortcuts out there; they won’t get you to a number one position overnight, but they are incredibly easy and can help you get to the next level in search.
You’ll notice that two of these three tricks rely on a principle that removes you from the equation: getting others to do your work for you. In this case, you’ll be creating an environment in which your users can spread the word about your company, and give you a higher rank as a result.
Let’s take a look at the world of local SEO. Even if your business doesn’t rely on local foot traffic, you can still build a valuable buzz around your company in your local community, and take advantage of the benefits of being associated with geographic terms in major search engines. In order to do that, you need to start claiming all your local profiles—which is a bit of a headache, but you only have to do it once. Claim your Google Places page, your Yelp profile, and any other local directories you can think of.
From there, make sure your local information is accurate and consistent across the board, then do everything you can to get local citizens to talk about your business. Encourage positive reviews (but don’t compensate people for them—that’s a major no-no that could get you penalized). The more positive reviews you have on local directories like Yelp and similar services, the higher you’ll rank, both with and without associated geographical terms. Plus, when people check you out on those local directories, you’ll have a much better chance of winning the favor of those potential new customers.
Another way to spread local hype and get the corresponding SEO value is to get attention through local events. Attend local gatherings and spread the word about your business, or post on social media about the event. You could even publish a press release about your attendance for the extra link juice. It doesn’t take much time, and it has a killer impact on your domain authority and local relevance.
This trick is even easier, and it relies on others to do the real work. Even if you’re just starting out, you should have a solid content marketing strategy in place—one that includes the creation of highly informative or highly shareable material. You’ll need at least one of those pieces for this trick, and a presence on either Twitter or LinkedIn, but the rest is pretty straightforward.
Facebook marketing gets a lot of hype, but when it comes to personal sharing, networking, and sharing content with a huge audience, Twitter and LinkedIn are superior. Their user bases are more public, making it easier to reach a wide audience, and their most prolific users are able to connect with thousands of people at a moment’s notice, either by tweeting directly or by posting in a LinkedIn Group.
Don’t spam your material, but don’t be shy either. On Twitter especially, there’s usually no problem with introducing yourself to an influencer in your industry and simply asking them to share your content with their followers. If your content is interesting, they’ll probably post it—it’s a win-win situation for both of you. If you don’t hear back, follow up once. Any more than that, and you’ll be an annoyance.
Influencers can be your shortcut to a huge new audience. Most influencers are already connected to thousands of people who see them as an authority, meaning your content is instantly imbued with a level of authority. That means your content is far more likely to be picked up, shared, and linked to—and your domain will see all the benefits in the form of increased rank. If it works out well, you can continue the relationship by providing regular pieces of shareable content for them to distribute. You might even get direct leads from the experience!
Google has taken a number of recent steps to reduce the power and ubiquity of their Google+ platform, but don’t let the hype or fears dissuade you. Google+ is still a highly powerful social platform, and you can take advantage of it to see search benefits almost immediately.
There are still signs that Google favors its own platform above others; content posted on Google+ seems to rank slightly higher than other similar forms of social content. That means anything you post or syndicate on Google+ automatically gets a bit of a boost.
It’s better to use Google+ as an individual though, integrating your personal brand with your corporate brand. By doing so, you’ll build a level of “authorship” authority that will transfer to any articles you write throughout the web. While the power of authorship has been reduced, it’s still highly valuable, especially for articles you’ve written and distributed through the Google+ platform. Any articles you post on Google+ will show your headshot and bylines as an author, embedded in your search results, which makes your link immediately more clickable and gives you greater search visibility without necessarily increasing your rank.
Plus, any recurring social presence you have is good for your SEO. Odds are, you’ve already created and started updating your Facebook, Twitter, and LinkedIn profiles, but the more platforms you’re on, the better. It isn’t entirely clear which elements of a social presence trigger a ranking signal to Google, but the more visibility you have for your brand, the better.
It’s also worthwhile to build a company page for your business on Google+. That way, you’ll get twice as many opportunities to post content and gain visibility for your brand in Google.
Put these easy tricks to good use, either as a short-term shortcut to your target results or as a long-term addition to your otherwise solid strategy. Each of these mini-strategies can be implemented as a one-time callout, or pursued as a regular campaign.
Whatever you do, keep in mind that search engine optimization must be treated as a long-term strategy, and that your primary focus should be on improving your users’ experience rather than solely increasing your rank. These tricks can add some momentum to your campaign, but they won’t necessarily improve your core web presence. If you want to stick around as an authority for any lasting period of time, you’ll need to make a major commitment to regularly updating your website and giving your users everything they need.